Jason White Director SEO Hertz profile
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Jason White is the Director of SEO at Hertz. He has experience in digital marketing since 2005 including work with eBay and local SEO. He has raced bicycles in 35 US states and has several LinkedIn endorsements. The document discusses the history and trends of mobile, including how mobile now accounts for the majority of internet usage and advertising revenue. It explores how mobile is impacting various industries such as education, banking, and healthcare. The rise of location-based analytics and mobile targeting options from companies like Google and Facebook are also covered. Emerging technologies like virtual reality, wearables, and implantables are discussed in regards to their future impact.
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Jason White Director SEO Hertz profile
- 1. Jason White Director of SEO at Hertz 1
- 2. • Digital Marketing Since 2005 • eBay & Local • Scooters, Stair Lifts & Segways • Embroidered Patches • Agency Side • Corporate Keyboard Jockey • Has raced bicycles in 35 States • LinkedIn Endorsements: • 10 – Burrito Eating • 10 - High-fives • 2 - Acting @sonray 2
- 3. @sonray 3
- 5. 1998: My First Mobile Experience @sonray 5
- 6. 1999: My First Mobile Experience @sonray 6
- 8. Major Updates Since 2012+83 PANDA Penalty for Weak Content PEGUIN PIGEON RANK BRAIN MOBILE FIRST HTTPS / SSL HUMMINGBIRD KNOWLEDGE GRAPH CAFFEINE FLORIDA POSSUM Penalty for Backlinks Local Focus Machine Learning Mobile Indexing Secure Pages Core Rewrite Semantic Search Speed Modern SEO Local SEO @sonray 8
- 9. Ranking Algorithm Trends Google algorithm updates fall under 4 major categories. 1 2 3 4 Places greater importance in the ability to read and analyze the data found on a domain, relationships between entities and things which offers stronger personalized search results. MACHINE LEARNING & SEMATIC SEARCH Devalue websites which don’t focus on the user experience, duplicate or create weak content or manipulate algorithms via backlinks. PENALTIES & USER EXPERIENCE Updates which identify hacked websites and increase the importance of secure pages. SECURITY Updates which place importance on mobile experience, mobile first indexation and the speed at which content and websites load. MOBILE & SPEED @sonray 9
- 10. Year of the Mobile…Again? @sonray 10
- 12. 2015 Internet Add Revenue Increase Over 2014 Revenue Increase Over 2014 Mobile Revenue Only Increase in Desktop Revenue $60b +20% +66% +5% Ad Revenue vs. Ad Spend vs. Consumer Usage @sonray 12
- 13. 25.00% 12.00% 22.00% 23.00% Time Spent By Consumers (MOBILE) Advertiser Budget Allocation Time Spent By Consumers (DESKTOP) Advertiser Budget Allocation % Consumer Usage @sonray 13
- 14. @sonray 14
- 15. @sonray 15
- 16. "It's clear that the younger consumer engages with us predominantly over the mobile device. Digital engagement is key for us — you don't see any TV advertising any more." Kasper Rorsted – CEO @sonray 16
- 18. Mobile is the New Primetime @sonray 18
- 19. Mobile & The Third World • Education • Surveys and Polling • Agriculture • Banking or the Unbanked • Human Trafficking • Healthcare @sonray 19
- 22. Google Maps Traffic Data @sonray 22
- 25. Click to Call Local Business Pack @sonray 25
- 27. LinkedIn Bluetooth Tracking Matched Audiences Target • Web browsing • Email Addresses • Employers @sonray 27
- 28. @sonray 28
- 29. @sonray 29
- 38. Feeling all the Feels @sonray 38
- 39. What the Future Holds Turbulent Personalization Speed Automation AI Driverless Cars @sonray 39
- 40. Jason White Director of SEO at Hertz @Sonray linkedin.com/in/jaylwhite @sonray 40
Editor's Notes
- 2013 had nine consecutive months where mobile beat desktop (April-December) 25% Jump YoY (67.8 Million Users vs. 42.7 Million in 2012)
- The digital marketing landscape is changing rapidly towards Mobile first.
- Yet, digital marketing budgets are not aligning to consumer trends.
- TV viewership is on the decline; mobile, mobile video consumption is on the rise
- Source: http://tubularinsights.com/millennials-ensure-46-percent-video-consumed-via-mobile/ 2084% increase in mobile video in the last 5 years.
- Adidas is looking to boost eCom revenues from 1 Billion Euros in 2016 to 4 billion euros by 2020. "A strategic topic that will transform our company over the next years is digital. Digital touches our company at every point along the value stream — how we design, develop, manufacture, and sell our products. Already today, Adidas.com and Reebok.com are our largest and fastest-growing shops and we will further accelerate our investments in this area to create competitive advantages through digital. Growing our digital capabilities will ultimately also help us do a better job on margin enhancement.” Source: http://www.businessinsider.com/adidas-says-its-ditching-tv-advertising-because-young-people-engage-with-the-brand-on-mobile-2017-3
- Source : Think with Google
- Source: Think with Google
- Education: Children (and adults) who have to travel far can keep up with lessons from their location Polling: Evolutionary leap from paper survey; registry tools to track births and deaths Agriculture: Farmers have access to market prices before traveling distances to markets & agriculture tips/weather figures Banking: 2012 study listed 2.5 billion people (half of all the adults in the world) are unbanked. Basic mobile phone services offer the ability to transfer money, take out insurance policies and collect payments Human Trafficking: Data extracted from cell phones amount to a trail of information/evidence for tracking, id’ing and prosecuting traffickers Healthcare: text messaging, remote monitoring, portable sensors, phone apps, etc. changed how healthcare is delivered globally.
- Source: https://www.theatlantic.com/technology/archive/2016/01/the-facebook-loving-farmers-of-myanmar/424812/
- Target ads to anyone who lives or was recently within a specific distance of their store. Attract walk-in customers Drive purchases during sales events Promote things happening in your neighborhood Barnacle Market using Local Landmarks
- Source: http://marketingland.com/linkedin-officially-rolling-matched-audiences-ad-targeting-program-advertisers-week-212726
- SOPA / PIPA vs. Selling your Internet Browsing History This means that the ISP can only see what website you are on, not the contents of what you were doing on that website. Dawn of Hyper personalization Brands can use the data to create better buyer persona profiles; better segmentation and targeting of audiences Paid Opt outs – In 2013 AT&T has “Internet Preferences” for the price of $29 per month, you could opt out of having your mobile ISP data sold.
- Glass targeted well to-do adults who can have a difficulty understanding and unlocking all the features of their phone. Snapchat was about the content & community first. Speciticals are a natural extension of the engaged community. Taps into FOM with how they started selling them via pop-up vending stories. Exclusivity as a game rather than a barrier.
- Adult Entertainment brought Beta Max, VHS, DVD, Streaming, VR – were the driving force
- Watches, Shirts and Shoes
- "There are a bunch of concepts in your head that then your brain has to try to compress into this incredibly low data rate called speech or typing,” Artificial intelligence and machine learning will create computers so sophisticated and godlike that humans will need to implant "neural laces" in their brains to keep up. Source: http://www.cnbc.com/2017/04/21/elon-musk-on-mission-to-link-human-brains-with-computers-in-four-years-report.html
- Microchips the size of a grain of rice, functions like a swipe card – open doors, operate printers, buy smoothies. They’ve become so popular that Epicenter has started holding employee parties for those willing to get implanted. Not that much different than a pacemaker – we’ve been doing that for awhile "The data that you could possibly get from a chip that is embedded in your body is a lot different from the data that you can get from a smartphone," he says. "Conceptually you could get data about your health, you could get data about your whereabouts, how often you're working, how long you're working, if you're taking toilet breaks and things like that."
- Apple’s team of biomedical engineers Job’s envisioned this type of optical sensor in wearable technology which would monitor not only blood sugar but oxygen levels and other important vitals. .
- Where does one’s self begin and end? Personal viruses – could let individuals hack and steal specified information from each other It doesn't’ take much to vision a world where people access different apps that could both activate or suppress different genes or amplify our capacities Source: http://www3.weforum.org/docs/WEF_GAC15_Deep_Shift_Software_Transform_Society.pdf