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Enter the void marketing in a world of f**ked up technology

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Technology is changing at an incredible pace, which makes it challenging to stay on top of the latest trends. New technology is constantly changing the way we interact with the world, and consequently, how businesses should effectively market to their audience. Also, probably not helped by our own ineptitude, in the keeping up to date stakes.Let’s face it, digital marketers are up there with social workers, traffic wardens and lawyers in the popularity game these days. Remember geek chic? Wasn’t that grand? The big question is, can we recover our “cool career” reputation or are we so thoroughly fenced in by “techies to the left of me, jokers to the right” and the long arm of the law on our backs.This talk will explore three key themes that are/or will change our world and what marketers need to know about them, if we are once again – to make friends and not alienate people.

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Enter the void marketing in a world of f**ked up technology

  1. 1. © THE COLORING IN DEPARTMENT 2018 @ColoringIn© THE COLORING IN DEPARTMENT 2018 @ColoringIn ENTER THE VOID: 
 MARKETING IN A WORLD OF F**KED UP TECHNOLOGY
  2. 2. © THE COLORING IN DEPARTMENT 2018 @ColoringIn Aiden_ _Carroll linkedin.com/in/aidencarroll aiden@thecoloringindepartment.com thecoloringindepartment.com
  3. 3. © THE COLORING IN DEPARTMENT 2018 @ColoringIn© THE COLORING IN DEPARTMENT 2018 @ColoringIn
  4. 4. © THE COLORING IN DEPARTMENT 2018 @ColoringIn What’s on the menu Seduction & Sales Facebook & Friends Hate You So Much Google Hates You Even More You Aren’t Even Safe - From The Law Free Stuff For You
  5. 5. © THE COLORING IN DEPARTMENT 2018 @ColoringIn
  6. 6. © THE COLORING IN DEPARTMENT 2018 @ColoringIn Let’s Start Here Shall We?
  7. 7. © THE COLORING IN DEPARTMENT 2018 @ColoringIn Seduction
  8. 8. © THE COLORING IN DEPARTMENT 2018 @ColoringIn Sales
  9. 9. © THE COLORING IN DEPARTMENT 2018 @ColoringIn Our Competitors Traffic Wardens Lawyers Politicians Social Workers
  10. 10. © THE COLORING IN DEPARTMENT 2018 @ColoringIn Ok, We Aren’t Loved? But Why Now? What are the key messages? Which Search Engines are we getting traction with ? e.g. Google, Bing, Yahoo. How many users are coming from organic search, which pages they visited, and if they converted or not. Election Campaigns What are the key messages? Which Search Engines are we getting traction with ? e.g. Google, Bing, Yahoo. How many users are coming from organic search, which pages they visited, and if they converted or not.Data Collection What are the key messages? Which Search Engines are we getting traction with ? e.g. Google, Bing, Yahoo. How many users are coming from organic search, which pages they visited, and if they converted or not. Targeting & Personalisation What are the key messages? Which Search Engines are we getting traction with ? e.g. Google, Bing, Yahoo. How many users are coming from organic search, which pages they visited, and if they converted or not. Privacy Concerns What are the key messages? Which Search Engines are we getting traction with ? e.g. Google, Bing, Yahoo. How many users are coming from organic search, which pages they visited, and if they converted or not.Data Leaks What are the key messages? Which Search Engines are we getting traction with ? e.g. Google, Bing, Yahoo. How many users are coming from organic search, which pages they visited, and if they converted or not.Fake Content
  11. 11. © THE COLORING IN DEPARTMENT 2018 @ColoringIn So You’d Think We’d Need A Bit Of Support
  12. 12. © THE COLORING IN DEPARTMENT 2018 @ColoringIn Instead We’ve Got This
  13. 13. © THE COLORING IN DEPARTMENT 2018 @ColoringIn
  14. 14. © THE COLORING IN DEPARTMENT 2018 @ColoringIn In Short What Are We Going To Do About It, Respectively The News Feed Is Not Your Friend Death By Data Fake News, Bad Videos & Content Spam
  15. 15. INSERT INSTRUCTOR NAME TITLE, COMPANY © THE COLORING IN DEPARTMENT 2018 @ColoringIn Wantaloadof templatestodothis? YEAHYADO! The News Feed Is Not Your Friend
  16. 16. © THE COLORING IN DEPARTMENT 2018 @ColoringIn The Newsfeed
  17. 17. © THE COLORING IN DEPARTMENT 2018 @ColoringIn What They Tried
  18. 18. © THE COLORING IN DEPARTMENT 2018 @ColoringIn Then They Failed
  19. 19. © THE COLORING IN DEPARTMENT 2018 @ColoringIn What They -ARE- doing however… “back-and-forth discussion.”
  20. 20. © THE COLORING IN DEPARTMENT 2018 @ColoringIn Is -LESS- Branded Owned Content
  21. 21. © THE COLORING IN DEPARTMENT 2018 @ColoringIn The Death Of Facebook Ads What’s the point of the report? You want to isolate organic traffic from the website to see how your SEO strategy is working for you. The competition for prime placements is sure to increase given that News Feed is now a magical vortex of friendship and happiness.
  22. 22. Wantaloadof templatestodothis? YEAHYADO! Fake News, 
 Bad Videos & Content Spam © THE COLORING IN DEPARTMENT 2018 @ColoringIn
  23. 23. © THE COLORING IN DEPARTMENT 2018 @ColoringIn Panic! (verb) - Something you do at the disco Person 1: I completely panicked the other day.  Person 2: I didn't know you went to the disco!
  24. 24. © THE COLORING IN DEPARTMENT 2018 @ColoringIn “Fake News” Is A Problem NICK CLEGG
  25. 25. © THE COLORING IN DEPARTMENT 2018 @ColoringIn EQUALLY - FACEBOOK CAN’T FIX IT
  26. 26. © THE COLORING IN DEPARTMENT 2018 @ColoringIn It’s Trying Though (Sort Of)
  27. 27. © THE COLORING IN DEPARTMENT 2018 @ColoringIn And It Sure As Hell Doesn’t Care (Privately) HOLD ON… I’M SEARCHING FOR A FUCK TO GIVE
  28. 28. © THE COLORING IN DEPARTMENT 2018 @ColoringIn Because The Problem Is The CORE Product
  29. 29. INSERT INSTRUCTOR NAME TITLE, COMPANY © THE COLORING IN DEPARTMENT 2018 @ColoringIn Wantaloadof templatestodothis? YEAHYADO! Death By Data
  30. 30. © THE COLORING IN DEPARTMENT 2018 @ColoringIn Everyone Makes Mistakes HOARDING
 DATA SELLING IT 
 TO YOU FUDGING 
 THE 
 NUMBERS
  31. 31. © THE COLORING IN DEPARTMENT 2018 @ColoringIn Hoarding Data
  32. 32. © THE COLORING IN DEPARTMENT 2018 @ColoringIn Selling It To You (& Others)
  33. 33. © THE COLORING IN DEPARTMENT 2018 @ColoringIn Which Is Entirely Legal!
  34. 34. © THE COLORING IN DEPARTMENT 2018 @ColoringIn And We Do It All The Time
  35. 35. © THE COLORING IN DEPARTMENT 2018 @ColoringIn However, Our Success Has Been Overestimated
  36. 36. INSERT INSTRUCTOR NAME TITLE, COMPANY © THE COLORING IN DEPARTMENT 2018 @ColoringIn Wantaloadof templatestodothis? YEAHYADO! What Are We Going To Do?
  37. 37. © THE COLORING IN DEPARTMENT 2018 @ColoringIn You Can Rig Engagement (& Video)
  38. 38. © THE COLORING IN DEPARTMENT 2018 @ColoringIn You Can Exploit The Algorithm I DON’T ALWAYS SCREW UP MEMES BUT WHEN I DO FACEBOOK LOVES IT
  39. 39. © THE COLORING IN DEPARTMENT 2018 @ColoringIn
  40. 40. © THE COLORING IN DEPARTMENT 2018 @ColoringIn Video - Which Is Also Now Weirdly Segregated
  41. 41. © THE COLORING IN DEPARTMENT 2018 @ColoringIn KILL The Short Form (Crappy Content)
  42. 42. © THE COLORING IN DEPARTMENT 2018 @ColoringIn STOP Propping Up Rubbish
  43. 43. © THE COLORING IN DEPARTMENT 2018 @ColoringIn Land Grab (& Be Emotional)
  44. 44. © THE COLORING IN DEPARTMENT 2018 @ColoringIn OR - Bin It & Move To Instagram
  45. 45. © THE COLORING IN DEPARTMENT 2018 @ColoringIn
  46. 46. © THE COLORING IN DEPARTMENT 2018 @ColoringIn In short Who Needs Websites Anyway 
 What Even Is An Advert These Days No News Is Good News Bye Bye Data, Bye Bye What Are We Going To Do About It, Respectively
  47. 47. © THE COLORING IN DEPARTMENT 2018 @ColoringIn
  48. 48. © THE COLORING IN DEPARTMENT 2018 @ColoringIn Fine, Gotcha, An Answer
  49. 49. © THE COLORING IN DEPARTMENT 2018 @ColoringIn Hmm, This Is Useful
  50. 50. © THE COLORING IN DEPARTMENT 2018 @ColoringIn Ok, I Don’t Need The Website Now
  51. 51. © THE COLORING IN DEPARTMENT 2018 @ColoringIn Definitely - Don’t Need The Website Now
  52. 52. © THE COLORING IN DEPARTMENT 2018 @ColoringIn But Pub Quizzes Just Got Easier NAIL IT VICTORY! NAIL IT SORTA
  53. 53. © THE COLORING IN DEPARTMENT 2018 @ColoringIn Answers Are Definitely Not Always Correct
  54. 54. © THE COLORING IN DEPARTMENT 2018 @ColoringIn Google Wins, You Lose (Loser)
  55. 55. © THE COLORING IN DEPARTMENT 2018 @ColoringIn
  56. 56. © THE COLORING IN DEPARTMENT 2018 @ColoringIn Now vs Later (Probably)
  57. 57. © THE COLORING IN DEPARTMENT 2018 @ColoringIn But Is Likely To Be Combined • A title • Text from the paid result • A link to a landing page from the paid result into the combined content item • The combine items may also includ other information associated with the brand, such as:
 • A map to retail locations associated with brand retail presence. • Retail location information associated with the brand Which Contains
  58. 58. © THE COLORING IN DEPARTMENT 2018 @ColoringIn
  59. 59. © THE COLORING IN DEPARTMENT 2018 @ColoringIn Guarding The News
  60. 60. © THE COLORING IN DEPARTMENT 2018 @ColoringIn Delicious & Nutricious
  61. 61. © THE COLORING IN DEPARTMENT 2018 @ColoringIn And Not So Much
  62. 62. © THE COLORING IN DEPARTMENT 2018 @ColoringIn Why Should We Care? For example, from a credibility standpoint, does the site: • Publish false content. • Gather and present information responsibly. • Correct or clarify errors. • Handle the difference between news and opinion responsibly. • Avoid deceptive headlines. And from a transparency standpoint, does the site: • Disclose ownership and financing. • Clearly label advertising. • Reveal who is in charge, including conflicts of interest. • Provide information about content creators.
  63. 63. © THE COLORING IN DEPARTMENT 2018 @ColoringIn
  64. 64. © THE COLORING IN DEPARTMENT 2018 @ColoringIn GDPR…..yes that again
  65. 65. © THE COLORING IN DEPARTMENT 2018 @ColoringIn Aug 1st 2016- Aug 31st 2016 :)
  66. 66. © THE COLORING IN DEPARTMENT 2018 @ColoringIn July 1st - July 31st 2016 ….FML
  67. 67. © THE COLORING IN DEPARTMENT 2018 @ColoringIn
  68. 68. © THE COLORING IN DEPARTMENT 2018 @ColoringIn Do Your Research
  69. 69. How can we make this easy? Provide headers above each metric and data item. Display the search engines in a pie chart format, for any goals, provide the data as a % point AND real number of conversions, use a bar chart to show the pages users visit. Add a calendar icon so the reader can change the dates, and an option to switch between reporting views. Done! © THE COLORING IN DEPARTMENT 2018 @ColoringIn Schema May Not End Up That Easy
  70. 70. © THE COLORING IN DEPARTMENT 2018 @ColoringIn Quality Rater Guidelines
  71. 71. © THE COLORING IN DEPARTMENT 2018 @ColoringIn Help The People Out
  72. 72. © THE COLORING IN DEPARTMENT 2018 @ColoringIn FIX Your Data Retention Settings - NOWFIX Your Data Retention Settings - NOW
  73. 73. © THE COLORING IN DEPARTMENT 2018 @ColoringIn BUT GOOGLE REFUSES TO CALL IT A SEARCH ENGINE DuckDuckGo is up 50%
  74. 74. © THE COLORING IN DEPARTMENT 2018 @ColoringIn
  75. 75. © THE COLORING IN DEPARTMENT 2018 @ColoringIn In Short What Are We Going To Do About It All GDPARGH! It’s My IPy & I’ll Cry If I Want To It’s So Not Our Problem
  76. 76. © THE COLORING IN DEPARTMENT 2018 @ColoringIn
  77. 77. © THE COLORING IN DEPARTMENT 2018 @ColoringIn Data Protection
  78. 78. © THE COLORING IN DEPARTMENT 2018 @ColoringIn Nine obligations for digital marketers CONSENT PURPOSE LIMITATION NOTIFICATION ACCESS & CORRECTION ACCURACY PROTECTION RETENTION TRANSFER
 LIMITATION OPENNESS
  79. 79. © THE COLORING IN DEPARTMENT 2018 @ColoringIn CONSENT Ensure you have appropriate consent before you use any consumer data for marketing purposes STATED USE Only use data for the purpose for which it is provided. HONOUR CUSTOMER PREFERENCES Honour each customer’s data preferences. ACCURACY Ensure that any data held is accurate. UP TO DATE Ensure that any data you use for marketing purposes is up to date. SECURITY Ensure appropriate data security. STAFF TRAINING Train your staff to handle the data appropriately. Looking After Your List: Your Obligations
  80. 80. © THE COLORING IN DEPARTMENT 2018 @ColoringIn IT’S MY IPY & I’LL CRY IF I WANT TO
  81. 81. ARTICLE 11 COPYRIGHT 
 FOR PRESS PUBLISHERS ARTICLE 13 PLATFORM LIABILITY FOR USER GENERATED CONTENT © THE COLORING IN DEPARTMENT 2018 @ColoringIn Articles 11 & 13
  82. 82. © THE COLORING IN DEPARTMENT 2018 @ColoringIn Someone Isn’t Happy…
  83. 83. © THE COLORING IN DEPARTMENT 2018 @ColoringIn Things To Watch PLATFORM LIABLE UGC 1 LICENSE FEES FOR PRESS 2 AMENDS ARE SO FAR, MINOR 3
  84. 84. © THE COLORING IN DEPARTMENT 2018 @ColoringIn IT’S SO NOT OUR PROBLEM
  85. 85. © THE COLORING IN DEPARTMENT 2018 @ColoringIn Let Me Introduce You To My Friend The State Of California AND - The California Consumer Privacy Act Famous for: •Hollywood •Google •Facebook •Oranges
  86. 86. © THE COLORING IN DEPARTMENT 2018 @ColoringIn In A Nutshell The Movement Is Spreading Quickly Wakey Wakey, Eggs & Bakey Data As A Civil Right Data Costs & Is Worth Dollars
  87. 87. © THE COLORING IN DEPARTMENT 2018 @ColoringIn Enjoy Bitches 1st January 
 2020
  88. 88. © THE COLORING IN DEPARTMENT 2018 @ColoringIn
  89. 89. © THE COLORING IN DEPARTMENT 2018 @ColoringIn • Ensure your cookie policies are thorough and open Cookie and Privacy policies • Always consider – if you’d feel comfortable explaining to a customer ‘why they are seeing your message’ Openness • Ensure the clauses you use are easy to interpret • Highlight the benefits of giving you permission to collect data Clear communication Transparency - Guiding principles
  90. 90. © THE COLORING IN DEPARTMENT 2018 @ColoringIn • What data am I collecting? • What am I using this data for? • How hard is it for my customers to find out what I’m collecting? • What is the benefit to the consumer of collecting their data? Transparency -Key Questions to ask
  91. 91. © THE COLORING IN DEPARTMENT 2018 @ColoringIn • Give the user control over exactly what data is being collected and used User control • Allow the user to easily opt-out of their data being collected or used Easy opt-out • If your service includes the user inputting content, give them the option to download this if they wish to take it elsewhere Download data Control - Guiding principles
  92. 92. © THE COLORING IN DEPARTMENT 2018 @ColoringIn Transparency -Key Questions to ask • How many clicks does it take for a user to change their settings? • Do I need to collect all of the data, or could I be more restrictive? • Do I allow consumers to use my service in ‘private’ mode?
  93. 93. © THE COLORING IN DEPARTMENT 2018 @ColoringIn •Ensure you are using encryption methods which exceed the local legal requirements •If the data is moving across devices, make sure that you have multiple layers of security Encryption •Ensure that you know where your data is being stored, and if it’s multiple locations •Check which country the data is being stored in Storage •How will you detect if there has been a security threat •Have a clear procedure Threat detection Security - Guiding principles
  94. 94. © THE COLORING IN DEPARTMENT 2018 @ColoringIn • Do I have appropriate security measures in place? • Where am I storing the data? • Is there encryption on the data? If so, what layers of security do you enforce? • Does my security policy meet local government regulations? • Do I have a clear policy in place in the event of a breach Security -Key Questions to ask
  95. 95. © THE COLORING IN DEPARTMENT 2018 @ColoringIn As for copyright - FIGHT BACK
  96. 96. © THE COLORING IN DEPARTMENT 2018 @ColoringIn Privacy is now on our minds
  97. 97. © THE COLORING IN DEPARTMENT 2018 @ColoringIn Social Media is going nowhere
  98. 98. © THE COLORING IN DEPARTMENT 2018 @ColoringIn And I, EEEEEE IIIII Will Always Love You © THE COLORING IN DEPARTMENT 2018 @ColoringIn
  99. 99. © THE COLORING IN DEPARTMENT 2018 @ColoringIn Want a load of templates to do this? YEAH YA DO! Go here: https://bit.ly/2Opq8BA

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