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The Future for Marketers - Trends and what they mean

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The Future for Marketers presented by Paddy Moogan. This deck covers some of the current trends we're seeing in digital including artificial intelligence, content marketing and mobile marketing.

Published in: Marketing
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The Future for Marketers - Trends and what they mean

  1. The Future for Marketers: Creativity, Strategy, Technology
  2. 3 big trends and what they mean for us
  3. @paddymoogan The past
  4. It was probably the year of the mobile  
  5. Things were easy back then  
  6. A few hundred words of content  
  7. Job done  
  8. Things were starting to change
  9. Caffeine 2010  
  10. Caffeine was a clue to what was coming next  
  11. Panda 2011  
  12. Panda worked very, very well  
  13. Organic traffic  
  14. Revenue from organic traffic  
  15. There was collateral damage  
  16. But Google were fine with that   But Google were fine with that  
  17. These didn’t matter as much  
  18. The next logical target was links
  19. Penguin 2012  
  20. Most SEOs Google
  21. Scalable link building was no longer viable for most businesses  
  22. Hummingbird 2013  
  23. @paddymoogan What can we learn from this?
  24. 1) They don’t want to be the middle man anymore (for free)
  25. “We want to get you out of Google and to the right place as fast as possible.” - 2004
  26. This also happened in 2004
  27. 2) They’ll keep getting better at spam detection (and AI will play a big part)  
  28. 3) It’s still about search  
  29. 4) If it’s not about search, it’s about you (and your data)  
  30. 5) AI is getting bigger – one way or the other   5) AI is getting bigger  
  31. The Future  
  32. 3 Big Trends
  33. 1)  Artificial intelligence is growing 2)  Mobile isn’t really about mobile 3)  Content discovery is mobile first
  34. 1)  Artificial intelligence is growing 2)  Mobile isn’t really about mobile 3)  Content discovery is mobile first
  35. Artificial intelligence is doing two key things relevant to marketers  
  36. 1) Filtering  
  37. Source
  38. Content needs to get past these filters  
  39. This is good, but not good enough  
  40. You need multiple traffic sources  
  41. Loyalty is your goal  
  42. 2) Predicting  
  43. 2) Predicting  
  44. 2) Predicting   Ray Kurzweil Joins Google In Full-Time Engineering Director Role; Will Focus On Machine Learning, Language Processing
  45. “Discussing his project at Google… Kurzweil says he is creating a synthetic neocortex that can understand language just the way a human does.” Source:
  46. Hummingbird 2013  
  47. He  s%ll  has  work  to  do!  
  48. 2) Predicting   …inventor and futurist Ray Kurzweil talked confidently about making Google’s current search technology obsolete.Source
  49. 2) Predicting   …inventor and futurist Ray Kurzweil talked confidently about making Google’s current search technology obsolete.Source
  50. He said this 18 months ago  
  51. “…we won’t experience 100 years of progress in the 21st century — it will be more like 20,000 years of progress (at today’s rate).” Source:
  52. Indexing   Understanding  
  53. Predicting  
  54. Your marketing needs to be loved  
  55. AI learns real signals from us  
  56. Spam will become a lot harder  
  57. The web spam team will get access to AI  
  58. 1)  Artificial intelligence is growing 2)  Mobile isn’t really about mobile 3)  Content discovery is mobile first
  59. Mobile is big, but we may not be thinking about it the right way  
  60. Source
  61. 77% of mobile searches are in a location where people have a PC available to them  
  62. Mobile vs. Desktop Facebook users   Source:
  63. Mobile vs. Desktop Facebook users   Source: Desktop Only
  64. Mobile vs. Desktop Facebook users   Source: Desktop Only Mobile Only
  65. “Ok, we get it. Mobile is big and it’s growing, we’ve heard all that before”   Some members of the audience, right now.
  66. “Desktop is dead.” Maybe some of you.
  67. Source:
  68. Source:
  69. Source:
  70. Source:
  71. Source:
  72. Source:
  73. It’s not about mobile, it’s about context
  74. It’s not about mobile, it’s about context Sometimes it’s this  
  75. Other times, it’s this  
  76. It may end up being this  
  77. Or even this (Project Jacquard)   Source:
  78. But one thing is for sure
  79. Budgets are coming our way
  80. Source:
  81. Source:
  82. Source: Desktop ad spend is growing, but slowing  
  83. It’s not about mobile, it’s about context
  84. Or even this (Project Jacquard)   Source:
  85. “My vision when we started Google 15 years ago was that eventually you wouldn't have to have a search query at all. You'd just have information come to you as you needed it.” Source:
  86. But Google had a big problem
  87. Their reach was limited  
  88. Source
  89. Source
  90. Source
  91. Source
  92. Goodbye limited reach!  
  93. Hello app download growth!   Source
  94. Biggest drivers are messaging apps   Source
  95. Notice who is missing?   Source
  96. Source You can bet we’re going to piggy back on popular messenger apps!
  97. Source
  98. “Apps put information in little cages you can visit when you feel like it. Google Now lets that information roam free, to find whomever might need it most.” Brian Barrett, Wired Source
  99. What are Google going to do?
  100. We can look at the far east   Source
  101. Their feature list is interesting   Source
  102. This one looks behind the times…   Source
  103. Source
  104. It’s still not about mobile, they’re still leading you back to search
  105. “You know that phone you’re holding in your hand? It’s actually a search field.” Steven Levy Source
  106. They’re either showing ads or gathering data about you
  107. 1)  Artificial intelligence is growing 2)  Mobile isn’t really about mobile 3)  Content discovery is mobile first
  108. We know mobile is big, there is an opportunity for content marketers
  109. We’ve seen that mobile usage is up   Source: Desktop Only Mobile Only
  110. Source:
  111. But desktop still drives conversion   Source
  112. Could indicate that retailers are still not providing a great experience on smartphones
  113. Or that customers simply aren’t ready for smartphone commerce yet
  114. I wouldn’t bet against that changing  
  115. We think of content discovery as this  
  116. It’s actually more like this  
  117. Traffic to site via content pieces   Source: Aira client
  118. Traffic to site via content pieces   Source: Aira client
  119. Traffic from Facebook to content   Source: Aira client
  120. It’s not just about “viral” content for us as marketers
  121. Source:
  122. Source:
  123. Source:
  124. Source:
  125. “So we just need to make our websites responsive?” Some of the audience, right now.
  126. Just knowing the technology isn’t enough
  127. You need to communicate the message in the right context
  128. Go read this deck   Source
  129. 1)  Artificial intelligence is growing 2)  Mobile isn’t really about mobile 3)  Content discovery is mobile first
  130. No one can predict what these trends mean 100%
  131. But I am sure of one thing
  132. The skillset of marketers needs to adapt
  133. I think it goes further than this   Source
  134. Creativity Technology Strategy
  135. Creativity Technology Strategy Marketers  who  are   closest  to  this   intersec%on  will  be   best  placed  to  win  
  136. What we need to do
  137. 1) Get really, really good as measurement  
  138. 2) Start to find out what customer LTV is  
  139. 3) Build your own loyal audiences   Source:
  140. 4) Combine paid & earned promotion  
  141. 5) Our content needs to be beautiful  
  142. It’s what kids like these days   Source
  143. 6) Learn what makes a good idea  
  144. 7) Design & communicate mobile first   Source:
  145. 7) Design & communicate mobile first   Source:
  146. 7) Design & communicate mobile first   Source:
  147. 7) Design & communicate mobile first   Source:
  148. Creativity Technology Strategy
  149. Thank you! paddy@aira.net

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