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SearchStars 2018: Jono Alderson, Yoast


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"Digital marketing in a post-digital world"
Presentation from SearchStars - Swedens largest search marketing conference.

Published in: Marketing
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SearchStars 2018: Jono Alderson, Yoast

  1. 1. @jonoalderson@jonoalderson Digital marketing in a post-digital world Are you ready for what comes next?
  2. 2. @jonoalderson I’m going to explore five ideas which are keeping me up at night.
  3. 3. @jonoalderson
  4. 4. @jonoalderson #1 The gap between brands and platforms is widening
  5. 5. @jonoalderson | @distilled @jonoalderson Advertising Goals (brand) Websites Transactional
  6. 6. @jonoalderson | @distilled @jonoalderson Most brand websites are a mess
  7. 7. @jonoalderson | @distilled @jonoalderson Advertising Goals Platforms Environmental
  8. 8. @jonoalderson | @distilled @jonoalderson Most platforms are much sleeker
  9. 9. @jonoalderson | @distilled @jonoalderson Advertising Goals Advertising Goals PlatformsWebsites ?
  10. 10. @jonoalderson A division is forming
  11. 11. @jonoalderson #2 We’re becoming increasingly reliant on paid advertising
  12. 12. @jonoalderson
  13. 13. @jonoalderson But this model is imperfect.
  14. 14. @jonoalderson
  15. 15. @jonoalderson ...And your content marketing is just another way of buying visits from platforms.
  16. 16. @jonoalderson “What if there was an alternative?”
  17. 17. @jonoalderson Here’s some good news. You can put your content on their platforms. For free.
  18. 18. @jonoalderson #3 We’re entering an age of distributed content
  19. 19. @jonoalderson | @distilled @jonoalderson
  20. 20. @jonoalderson Brands are ceding control of ‘their’ customer experiences and content
  21. 21. @jonoalderson This is a revolution from an owned media model to a distributed content model
  22. 22. @jonoalderson Fast forward… Managing this is going to get harder.
  23. 23. @jonoalderson What experience does your website offer, which is distinctly valuable?
  24. 24. @jonoalderson Our current paradigm is to build the biggest castle.
  25. 25. @jonoalderson That approach doesn’t work in a world when nobody wants or needs to visit your website.
  26. 26. @jonoalderson PS: How does your analytics and attribution work, when people don’t (need to) visit your site?
  27. 27. @jonoalderson You need to start to build brand equity in different environments, through distributed content.
  28. 28. @jonoalderson “But, conventional business logic suggests that you shouldn’t build value on rented platforms!”
  29. 29. @jonoalderson #4 We need a new(?) marketing model
  30. 30. @jonoalderson We need to change the way we think about the relationship between our marketing and our audiences
  31. 31. @jonoalderson “The roles of content and brand websites need to shift away from conversion, and towards positively influencing brand preference and recall”
  32. 32. @jonoalderson Naive, much?
  33. 33. @jonoalderson
  34. 34. @jonoalderson You have to influence earlier
  35. 35. @jonoalderson
  36. 36. @jonoalderson What if you thought about your distributed content strategy in a radically different way?
  37. 37. @jonoalderson But those are yesterday’s brands, right? What about tomorrow?
  38. 38. @jonoalderson #5 When there are no more opportunities to interrupt
  39. 39. @jonoalderson I recently bought a new laptop.
  40. 40. @jonoalderson | @distilled @jonoalderson Moment Build (or adjust) a consideration set Reduce consideration set Evaluate & reduce risk Choose Act
  41. 41. @jonoalderson All marketing and advertising assumes that I can interrupt.
  42. 42. @jonoalderson | @distilled @jonoalderson A more realistic buying cycle Moment Build (or adjust) a consideration set Reduce consideration set Evaluate & reduce risk Choose Act
  43. 43. @jonoalderson 43 This thing changes everything.
  44. 44. @jonoalderson | @distilled @jonoalderson Moment Build (or adjust) a consideration set Reduce consideration set Evaluate & reduce risk Choose Act
  45. 45. @jonoalderson | @distilled @jonoalderson “I need a new laptop” Build (or adjust) a consideration set Reduce consideration set Evaluate & reduce risk “Here are some great options for you [...]” “Okay, tell me more about the second one”
  46. 46. @jonoalderson How do you influence the consideration set, when the customer isn’t there?
  47. 47. @jonoalderson Outsourced ownership is a already thing.
  48. 48. @jonoalderson
  49. 49. @jonoalderson
  50. 50. @jonoalderson The funnel no longer exists
  51. 51. @jonoalderson To be clear, I’m not saying that assistants replace all (re)search...
  52. 52. @jonoalderson ...But as we increasingly use voice search, chat bots, and assistants, these systems will decide what we don’t see.
  53. 53. @jonoalderson Brands who aren’t surfaced will fail, because they never enter the consideration set.
  54. 54. @jonoalderson
  55. 55. @jonoalderson So, how do we market?
  56. 56. @jonoalderson I think that systems will use three concepts to make these decisions.
  57. 57. @jonoalderson | @distilled @jonoalderson 1. Availability Is it open/nearby/valid? 2. Suitability Is it good/right/cheap? 3. Implied Preference Does it align with what I understand of your values?
  58. 58. @jonoalderson “Implied preference”?
  59. 59. @jonoalderson Implied preference Past behaviour + connected data
  60. 60. @jonoalderson You need to positively influence the consideration set before the customer expresses a need...
  61. 61. @jonoalderson 2018 System takes previous brand interactions into consideration 2018 Thinking about buying a new laptop 2017 Retweeted a clever joke about Moore’s Law 2016 Read a really interesting article about graphics cards and visual machine learning
  62. 62. @jonoalderson | @distilled @jonoalderson Direct actions: ● Read an article ● Liked/shared a social post ● Installed an app ● Reviewed a service/product Network actions: ● Actions from peers Lookalike actions: ● Behaviour & characteristics of lookalike audience
  63. 63. @jonoalderson Is everybody familiar with how lookalike audiences work?
  64. 64. @jonoalderson | @distilled @jonoalderson
  65. 65. @jonoalderson | @distilled @jonoalderson
  66. 66. @jonoalderson | @distilled @jonoalderson People who like technology People who like wine People who struggle to articulate their favourite colour People who don’t like Apple products
  67. 67. @jonoalderson | @distilled @jonoalderson “I need a new laptop” “Here are some great options for you [...]” “Show me the second one” ???
  68. 68. @jonoalderson Let’s call this “brand currency”
  69. 69. @jonoalderson Brand currency is a ‘score’ between me and a brand. It’s affected by our interactions.
  70. 70. @jonoalderson | @distilled @jonoalderson “I need a new laptop” I LOVE DELL “I’ll get one of these!”
  71. 71. @jonoalderson So, how do you earn currency?
  72. 72. @jonoalderson | @distilled @jonoalderson 1 Story Messaging or elements of the service surprises + delights. 2 3 Fulfillment The service is available, and is of appropriate quality. Experience Brand interactions are deeply meaningful (eg, answer Maslow’s hierarchy of needs) The Brand Currency Hierarchy
  73. 73. @jonoalderson | @distilled @jonoalderson Fitbit makes me feel like I’m in control of my health Tesco put things I need onto shelves Uber make my travel completely frictionless (through the removal of fear and uncertainty) Amazon (retail) has everything I’ll ever need, ‘frictionlessly’ Having Amazon Prime means I ‘already have’ everything I need The shop at the end of the street repairs my bike occasionally. The Brand Currency Hierarchy
  74. 74. @jonoalderson Yeah, that’s a bit wooly.
  75. 75. @jonoalderson | @distilled @jonoalderson #3 Brand currency Direct preference Implied preference Lookalike preference Opportunity to be present in a consideration set #1 Brand marketing Top of funnel messaging Distributed content Meaningful marketing Opportunity to deliver an experience #2 Brand experience Direct interactions (and sales!) Network interactions Lookalike interactions Opportunity to generate brand currency
  76. 76. @jonoalderson | @distilled @jonoalderson Simon Swan -
  77. 77. @jonoalderson Here’s a scary thought...
  78. 78. @jonoalderson All brand interactions, by everyone, everywhere, affect brand currency.
  79. 79. @jonoalderson Everyone, everywhere* *not to scale People who might feasibly ever buy from us Where we should invest the majority of our marketing People who might feasibly ever visit our website
  80. 80. @jonoalderson
  81. 81. @jonoalderson Maybe that’s not that crazy...
  82. 82. @jonoalderson
  83. 83. @jonoalderson This is what modern digital marketing looks like.
  84. 84. @jonoalderson So, what’s next?
  85. 85. @jonoalderson I’m not sure. Sorry.
  86. 86. @jonoalderson I do know that... This is radical, challenging.
  87. 87. @jonoalderson I do know that... Early adopters will win.
  88. 88. @jonoalderson I do know that… Early adopters will win are already winning.
  89. 89. @jonoalderson I do know that... Current models will fail.
  90. 90. @jonoalderson I do know that... Brand is everything.
  91. 91. @jonoalderson And, practically?
  92. 92. @jonoalderson #1 Familiarise yourself with the technologies which are changing the web.
  93. 93. @jonoalderson #2 Consider how this is changing consumer expectations and behaviour.
  94. 94. @jonoalderson #3 Prepare for a world where marketing will need to influence inferred preference.
  95. 95. @jonoalderson #4 Start to optimise for experiences which fulfil a brand promise.
  96. 96. @jonoalderson ???
  97. 97. @jonoalderson GOOD LUCK?
  98. 98. @jonoalderson
  99. 99. @jonoalderson | @distilled @jonoalderson