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Humans, Technology & The Future of Marketing - SMX Munich 2014

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As online and offline converge, and audiences continue to fragment, what do brands need to do to flourish? At SMX Munich 2014, Hannah Smith explores the challenges brands face both now and in the future, and shares her thoughts on how search marketing will evolve as a result.

Published in: Marketing

Humans, Technology & The Future of Marketing - SMX Munich 2014

  1. HANNAH SMITH CONTENT STRATEGIST humans, technology & the future of marketing
  2. this is what search marketing looks like today…
  3. @hannah_bo_banna
  4. Lewis Carroll @hannah_bo_banna “well, in our country”, said Alice, still panting a little, "you'd generally get to somewhere else — if you run very fast for a long time, as we've been doing.”
  5. Lewis Carroll @hannah_bo_banna "A slow sort of country!" said the Queen. "Now, here, you see, it takes all the running you can do, to keep in the same place. If you want to get somewhere else, you must run at least twice as fast as that!"
  6. seo moves fast…
  7. remember when keyword density was a thing?
  8. @hannah_bo_banna
  9. ctrl + a reveals the spam
  10. @hannah_bo_banna
  11. remember how strongly weighted anchor text was?
  12. @hannah_bo_banna
  13. over the years there have been many updates
  14. @hannah_bo_banna 2009: big brands get a boost
  15. @hannah_bo_banna 2010: new web indexing system
  16. @hannah_bo_banna 2011: crackdown on ‘thin’ content
  17. @hannah_bo_banna 2012: more localised results for general or broad queries
  18. @hannah_bo_banna
  19. @hannah_bo_banna 2012: crackdown on low-quality links
  20. @hannah_bo_banna 2013: moving from indexing to understanding
  21. today, search queries which shouldn’t work…
  22. do work
  23. @hannah_bo_banna
  24. WTF?!
  25. how did they know what I meant?
  26. @hannah_bo_banna
  27. @hannah_bo_banna
  28. it might be bad news if you’re in the ‘information business’
  29. @hannah_bo_banna
  30. @hannah_bo_banna
  31. @hannah_bo_banna
  32. & don’t even get me started on the lack of organic results above the fold
  33. but it’s not just seo that’s changing…
  34. we’ve got wearable tech
  35. @hannah_bo_banna
  36. @hannah_bo_banna
  37. @hannah_bo_banna
  38. @hannah_bo_banna
  39. @hannah_bo_banna
  40. @hannah_bo_banna
  41. @hannah_bo_banna when humans & technology collide, things get complicated…
  42. regardless of the future of glass our device usage is changing
  43. mobile used to mean ‘away from your PC’
  44. 77% of mobile searches are in a location where a PC is available
  45. & mobile is about so much more than search
  46. behaviours & contexts blur across devices and locations
  47. we multi screen
  48. &
  49. & speaking of devices, tv is changing
  50. tv doesn’t mean *on* a tv
  51. 5% of homes in the US don’t have a tv
  52. this zero tv group is growing
  53. the US had more than 5m zero-tv households in 2013; up from just over 2m in 2007
  54. 67% of these homes get tv content on other devices
  55. @hannah_bo_banna
  56. tv schedules limit people who don’t want limits
  57. he doesn’t have time for scheduled programming
  58. this means tv advertising is changing
  59. reach really didn’t used to be a problem
  60. audiences are fragmenting
  61. but it’s cool, right?
  62. we’ll happily watch tv ads online
  63. aaaaaaarrrggghhhhh
  64. <insert your own swear here>
  65. cute
  66. but not really solving the issue, huh?
  67. it’s not just tv, the way we consume *all* content is changing
  68. we surface content through filters
  69. facebook protects us from unwanted content
  70. you still might stop seeing updates from the companies you follow @hannah_bo_banna
  71. Mark says you gotta pay to play
  72. it drives me crazy when I can't see posts from pages I’ve ‘liked’
  73. I'm experimenting with aggressively interacting with a new page to try to bring it into my feed & keep it there
  74. but it’s not just facebook
  75. our technology protects us from unwanted content
  76. permission may no longer be enough content needs to get above the sharing radar of our (personal) curators
  77. so what now?
  78. is seo,
  79. wearable tech,
  80. mobile,
  81. tv,
  82. traditional advertising,
  83. written content,
  84. video,
  85. social media,
  86. email marketing,
  87. permission marketing,
  88. regular marketing
  89. & everything else
  90. dead?
  91. screw it, let’s get wasted
  92. kidding 
  93. nothing is ‘dead’
  94. just don’t be this guy
  95. things are changing
  96. interesting trends
  97. real-time
  98. remember this?
  99. nimble? yes
  100. a ‘viral’ hit?
  101. “the message was retweeted and liked a bajillion times…” ~ brad tuttle TIME
  102. really?
  103. 15,851 retweets = a bajillion?
  104. the real success was the amount of press attention this received
  105. fast-forward to the #GRAMMYs
  106. then there was the #oscars
  107. wait, that wasn’t a brand
  108. meh no one’s buying that
  109. real-time also looks like this
  110. brands as publishers
  111. ‘online first’
  112. the only ad I’ve ever chosen *not* to skip
  113. @hannah_bo_banna
  114. see why for yourself dis.tl/nspcc-smx
  115. great uses of a new(er) platform
  116. @hannah_bo_banna
  117. @hannah_bo_banna
  118. @hannah_bo_banna
  119. touching? awkward? you decide
  120. @hannah_bo_banna
  121. @hannah_bo_banna
  122. Wren’s Melissa Coker @hannah_bo_banna my desire [was] to have something that’s interesting to people beyond a fashion angle
  123. Wren’s Melissa Coker @hannah_bo_banna [it’s] an interesting film that exists on its own rather than something that feels like a commercial, and it seems to be touching people…
  124. & speaking of films that don’t feel like commercials…
  125. @hannah_bo_banna
  126. @hannah_bo_banna
  127. brands with values
  128. @hannah_bo_banna
  129. @hannah_bo_banna
  130. it’s not just about environmental values
  131. @hannah_bo_banna
  132. when you have values like that you get creative like this
  133. @hannah_bo_banna
  134. there’s also evidence to suggest this translates into business benefits
  135. @hannah_bo_banna
  136. brands that are ‘meaningful’ outperform the stock market by 120%
  137. move from [product] differentiation to actually making a difference Umair Haque
  138. Instead of putting up another campaign of billboards with celebrities saying: ‘Buy our shoes, they’ll turn you into a master runner,’ Nike actually helps make you a better runner. That’s a constructive way to build a meaningful brand. Umair Haque
  139. read more dis.tl/meaningful-smx
  140. the future?
  141. safe predictions
  142. more devices, more challenges
  143. @hannah_bo_banna so get your (technical) ducks in a row
  144. more pressure to measure *everything* more accurately
  145. @hannah_bo_banna
  146. track people not sessions
  147. http://analytics.blogspot.de/2013/04/universal-analytics-business.html @hannah_bo_banna
  148. multi-channel attribution
  149. (even) less reliance on search
  150. @hannah_bo_banna
  151. my vision when we started google 15 years ago was that eventually you wouldn’t have a search query at all; you’d just have information come to you as you needed it Sergey Brin
  152. @hannah_bo_banna
  153. less safe prediction
  154. there will be a deluge of content
  155. but no ‘content fatigue’
  156. people just won’t see it
  157. this one’s a bit ‘out there’
  158. only brands that stand for something will survive
  159. in Europe and the US, people would not care if 92% of brands disappeared
  160. @hannah_bo_banna
  161. building a brand that stands for something also helps with this…
  162. @hannah_bo_banna
  163. @hannah_bo_banna
  164. one thing I am sure of
  165. whilst it’s easy to think purely in terms of technological challenges…
  166. marketing is not changing *because* of technology
  167. marketing is changing because consumer’s expectations are evolving
  168. they expect you to provide a seamless experience regardless of device or location
  169. when they speak, they expect you to listen & respond
  170. they are not interested in your self-serving messages
  171. or your attempt to be ‘down with the kids’
  172. but they’ll happily be entertained
  173. so you need them to love your marketing
  174. most of all
  175. they have no interest in brands that fail to deliver what they want
  176. & they *know* you need them more than they need you
  177. we will evolve
  178. “it is not the strongest of the species that survives, nor the most intelligent that survives; it is the one that is most adaptable to change.” ~ Leon C Megginson
  179. I’ve only worked in this industry for 7 years
  180. many of you were doing this *way* before me
  181. I *know* how adaptable you are
  182. good luck out there x
  183. @hannah_bo_banna hannah.smith@distilled.net steal this deck:
  184. Credits Alice - http://www.michellesmirror.com/2012/11/white-pawn-to-red-queen-im-watching-you.html#.UyW1oPl_txw Hidden Text - http://apcmag.com/performing-search-engine-optimisation.htm Vince - http://bestof.provocateuse.com/show/vince_vaughn/98 Caffeine - http://inumcconnect.org/events/youth-ministry-coffee-chats/ Panda - http://radiofreethinker.com/2013/04/19/pandagate-panda-primer/ Venice - http://sun-surfer.com/late-afternoon-venice-italy-5674.html Penguin - http://www.aktifmag.com/wacky-waddlers-10-penguin-facts-things/ Hummingbird - http://ibc.lynxeds.com/photo/anna039s-hummingbird-calypte-anna/male-annas-hummingbird-hovering Tin Foil Hat - http://aldysnerdblog.wordpress.com/2014/02/11/6-signs/ Future Guy - http://www.chapterthree.com/blog/darius-garza/death-skeuomorphism-and-future-design Sarah Slocum - http://oglobo.globo.com/tecnologia/mulher-atacada-em-san-francisco-por-estar-usando-google-glass-11749998 News of Alleged Attack - http://sfist.com/2014/02/25/woman_claims_she_was_attacked_for_w.php Glasshole - http://www.geekosystem.com/glasshole-term-coined/ Question Mark - http://www.boredpanda.com/large-scale-street-art-murals/ Banning Google Glass - http://www.ecouterre.com/get-ready-for-the-google-glass-backlash-and-calls-for-banning-the- technology/ Danbo - http://glitterandglamorous.wordpress.com/2010/07/11/found-a-new-obsession-cute-cardboard-robot/ Modes of multi screening - http://googlemobileads.blogspot.co.uk/2012/08/navigating-new-multi-screen-world.html Jamie Oliver - http://www.ibtimes.co.uk/second-screen-key-marketing-strategy-tablet-pcs-342725 Smartphone stats - http://gigaom.com/2012/08/29/multi-screen-mania-how-our-devices-work-together/ Zero TV Stats - http://www.nielsen.com/us/en/newswire/2013/zero-tv-doesnt-mean-zero-video.html TV Schedule - http://www.thetvaddict.com/2006/09/02/fall-tv-preview-schedule-sunday/ Fragmenting - http://www.neilshirreff.com/projects/fragmented-paintings.html Fire Hydrant - http://giveupinternet.com/2009/01/14/mitchell-kapor-getting-information-off-the-internet-is-like-taking-a-drink- from-a-fire-hydrant-pic/ Filter Bubble - http://www.popuppoems.com/2011/05/19/whos-afraid-of-the-big-bad-algorithm/ Shots - http://tab.co.uk/2013/08/20/nightclub-kod-after-chloroform-vodka-scandal/ Head in the Sand - http://thehospitalitycoach.net/2013/11/09/embrace-change-and-innovate/
  185. Credits Kool Aid - http://kidsguidemagazine.com/drinking-the-kool-aid/44091 Pharrell - http://www.ibtimes.com/arbys-blasts-pharrells-grammys-hat-twitter-can-we-have-our-hat-back-1548140 If you have a body - http://www.swimbikerunningonempty.com/1/post/2012/12/five-things-friday.html Ducks - http://sarahtpage.com/getting-my-ducks-in-a-row/ Analytics - http://www.deckis.com/tag/universal-analytics/ Rosky - http://thepersonalgenome.com/2007/12/expectation-setting-about-the-risks-of-obtaining-and-sharing-genetic- information/ Meaningful Brands Charts - http://www.havasmedia.com/meaningful-brands/meaningful-brands-global-infographic The End is Nigh - http://vimeo.com/36167147 Love - http://realtruelove.wordpress.com/2013/02/14/love The End - http://lipna.wordpress.com/2008/10/12/everything-will-be-ok/

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