Digital Marketing in an Uncertain World

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Digital marketing agencies are some of the most agile business in the economy. In a new survey of award-winning agencies and influential experts, we researched their reaction to the changing environment due to COVID19, the end of Cookies and the massive arrival of AI. In this presentation I share some of the things we learned: their organisational change, their use of technology, their approach to attribution, pointers to a stable future.

Marketing

@soanderswww.smxl.it
Digital marketers have a remarkable
capacity to overcome obstacles and
continue to create value.
https://www.innovell.com/surfing-the-waves-of-creative-destruction-ai-
the-search-industry/

@soanderswww.smxl.it
ANDERS HJORTH
INNOVELL
DIGITAL MARKETING STRATEGIST,
CONSULTANT
BOARD MEMBER
PAID SEARCH ASSOCIATION
JURY MEMBER
GLOBAL SEARCH AWARDS
GLOBAL DIGITAL EXCELLENCE AWARDS
EU CONTENT AWARDS
UK SOCIAL MEDIA AWARDS

@soanderswww.smxl.it
We live in a VUCA World
Volatile
Uncertain
Complex
Ambiguous
PROTEST
MOVEMENTS
FACE
MASKS
LOCKDOWN
RECESSION
CLIMATE
CHANGE
TERRORISM

@soanderswww.smxl.it
COVID-19, End of Cookies, rise of AI, …
I
II
III How to build firm ground
VUCA in Digital

@soanderswww.smxl.it
NEW REPORT:
DIGITAL MARKETING IN A VUCA WORLD
=== >
Launched 28
October on PPC
Town Hall.
FREE copies
available if you
register with our
sponsor
Maitricks.com
Retail price €250
7 interviews: Kevin Gibbons, Aaron Levy, Michelle Morgan, Amy Bishop, Jason Miller, Mark Irvine, Gianluca Binelli
Survey of 86 questions responded to by 20 award-winning agencis.
https://www.innovell.com/digital-marketing-report/

@soanderswww.smxl.it
What reduction of media spend did you
experience during the COVID19 sanitary crisis.
0% 10% 20% 30% 40% 50% 60%
-10% to -40%
-40% to -60%
No Change (+/-10%)
WHAT REDUCTION OF MEDIA
SPEND DID YOU EXPERIENCE
DURING THE COVID19
SANITARY CRISIS.

@soanderswww.smxl.it
COVID-19 changed everything and nothing.
Marty Weintraub
#VUCAinDigital

@soanderswww.smxl.it
The machines are coming to take our jobs.
Gianluca Binelli
#VUCAinDigital

@soanderswww.smxl.it
Do you think AI will be performing
your current job in the future?
10%
90%
YES
NO
YES
NO
DO YOU THINK AI
WILL BE
PERFORMING YOUR
CURRENT JOB IN THE
FUTURE?

@soanderswww.smxl.it
Is smart bidding the end of bid tools?
40%
60%
NO
YES
YES
NO
IS SMART
BIDDING THE
END OF BID
TOOLS?

@soanderswww.smxl.it
Some of the data challenges we are facing:
privacy concerns, ad blockers, cookie stripping...
Amy Bishop
#VUCAinDigital

@soanderswww.smxl.it
Prepared for a post-cookie world?
35%
65%
YES
NO
DO YOU FEEL YOU
ARE PREPARED FOR
A POST-COOKIE
WORLD?
60%
40%
YES
NO
HAVE YOU STARTED
PLANNING FOR THE COOKIE
REMOVAL IN 2021?

@soanderswww.smxl.it
Pointers to a stable future

@soanderswww.smxl.it
Nobody has a budget for data science.
… they look at the data they can see,
but with tunnel vision.
Aaron Levy
#VUCAinDigital

@soanderswww.smxl.it
Technology in the next 10 years is going to
grow of an equivalent of 50 years.
Mark Irvine
#VUCAinDigital

@soanderswww.smxl.it
Digital marketers are not in The
Matrix; they are sitting in Plato’s
cave, and Google, Facebook and
Amazon are showing them what
Socrates would call a “superficial
truth”, shadows cast on a wall from
those companies’ torchlight
projections on to real actions by end
users.
https://www.ppchero.com/digital-marketing-in-a-vuca-world-is-it-time-to-
emerge-from-platos-cave/

@soanderswww.smxl.it
THANKS
Anders Hjorth, Innovell
Register with our sponsor to get a free copy:
https://www.maitricks.com/en/digital-marketing-report/

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Digital Marketing in an Uncertain World

1. DIGITAL MARKETING in a VUCA WORLD Anders Hjorth Digital Marketing Strategist Organized by

2. @soanderswww.smxl.it Digital marketers have a remarkable capacity to overcome obstacles and continue to create value. https://www.innovell.com/surfing-the-waves-of-creative-destruction-ai- the-search-industry/

3. @soanderswww.smxl.it ANDERS HJORTH INNOVELL DIGITAL MARKETING STRATEGIST, CONSULTANT BOARD MEMBER PAID SEARCH ASSOCIATION JURY MEMBER GLOBAL SEARCH AWARDS GLOBAL DIGITAL EXCELLENCE AWARDS EU CONTENT AWARDS UK SOCIAL MEDIA AWARDS

4. @soanderswww.smxl.it We live in a VUCA World Volatile Uncertain Complex Ambiguous PROTEST MOVEMENTS FACE MASKS LOCKDOWN RECESSION CLIMATE CHANGE TERRORISM

5. @soanderswww.smxl.it COVID-19, End of Cookies, rise of AI, … I II III How to build firm ground VUCA in Digital

6. @soanderswww.smxl.it NEW REPORT: DIGITAL MARKETING IN A VUCA WORLD === > Launched 28 October on PPC Town Hall. FREE copies available if you register with our sponsor Maitricks.com Retail price €250 7 interviews: Kevin Gibbons, Aaron Levy, Michelle Morgan, Amy Bishop, Jason Miller, Mark Irvine, Gianluca Binelli Survey of 86 questions responded to by 20 award-winning agencis. https://www.innovell.com/digital-marketing-report/

7. @soanderswww.smxl.it What reduction of media spend did you experience during the COVID19 sanitary crisis. 0% 10% 20% 30% 40% 50% 60% -10% to -40% -40% to -60% No Change (+/-10%) WHAT REDUCTION OF MEDIA SPEND DID YOU EXPERIENCE DURING THE COVID19 SANITARY CRISIS.

8. @soanderswww.smxl.it COVID-19 changed everything and nothing. Marty Weintraub #VUCAinDigital

9. @soanderswww.smxl.it COVID-19, End of Cookies, rise of AI, … I II III How to build firm ground VUCA in Digital

10. @soanderswww.smxl.it The machines are coming to take our jobs. Gianluca Binelli #VUCAinDigital

11. @soanderswww.smxl.it Do you think AI will be performing your current job in the future? 10% 90% YES NO YES NO DO YOU THINK AI WILL BE PERFORMING YOUR CURRENT JOB IN THE FUTURE?

12. @soanderswww.smxl.it Is smart bidding the end of bid tools? 40% 60% NO YES YES NO IS SMART BIDDING THE END OF BID TOOLS?

13. @soanderswww.smxl.it Some of the data challenges we are facing: privacy concerns, ad blockers, cookie stripping... Amy Bishop #VUCAinDigital

14. @soanderswww.smxl.it Prepared for a post-cookie world? 35% 65% YES NO DO YOU FEEL YOU ARE PREPARED FOR A POST-COOKIE WORLD? 60% 40% YES NO HAVE YOU STARTED PLANNING FOR THE COOKIE REMOVAL IN 2021?

15. @soanderswww.smxl.it COVID-19, End of Cookies, rise of AI, … I II III How to build firm ground VUCA in Digital

16. @soanderswww.smxl.it Pointers to a stable future

17. @soanderswww.smxl.it Nobody has a budget for data science. … they look at the data they can see, but with tunnel vision. Aaron Levy #VUCAinDigital

18. @soanderswww.smxl.it

19. @soanderswww.smxl.it Technology in the next 10 years is going to grow of an equivalent of 50 years. Mark Irvine #VUCAinDigital

20. @soanderswww.smxl.it

21. @soanderswww.smxl.it

22. @soanderswww.smxl.it Digital marketers are not in The Matrix; they are sitting in Plato’s cave, and Google, Facebook and Amazon are showing them what Socrates would call a “superficial truth”, shadows cast on a wall from those companies’ torchlight projections on to real actions by end users. https://www.ppchero.com/digital-marketing-in-a-vuca-world-is-it-time-to- emerge-from-platos-cave/

23. @soanderswww.smxl.it THANKS Anders Hjorth, Innovell Register with our sponsor to get a free copy: https://www.maitricks.com/en/digital-marketing-report/

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