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HANNAH SMITH
CONTENT STRATEGIST
humans,
technology
& the future of marketing
this is what search marketing
looks like today…
@hannah_bo_banna
Lewis Carroll
@hannah_bo_banna
“well, in our country”,
said Alice, still panting a little,
"you'd generally get to somewhere else — if
you run very fast for a long time, as we've
been doing.”
Lewis Carroll
@hannah_bo_banna
"A slow sort of country!" said the Queen.
"Now, here, you see, it takes all the running
you can do, to keep in the same place.
If you want to get somewhere else, you must
run at least twice as fast as that!"
seo moves fast…
remember when keyword
density was a thing?
@hannah_bo_banna
ctrl + a
reveals the spam
@hannah_bo_banna
remember how strongly
weighted anchor text was?
@hannah_bo_banna
over the years there have been
many updates
@hannah_bo_banna
2009: big brands get a boost
@hannah_bo_banna
2010: new web indexing system
@hannah_bo_banna
2011: crackdown on ‘thin’ content
@hannah_bo_banna
2012: more localised results for general or
broad queries
@hannah_bo_banna
@hannah_bo_banna
2012: crackdown on low-quality links
@hannah_bo_banna
2013: moving from indexing to
understanding
today,
search queries which
shouldn’t work…
do work
@hannah_bo_banna
WTF?!
how did they know
what I meant?
@hannah_bo_banna
@hannah_bo_banna
it might be bad news
if you’re in the
‘information business’
@hannah_bo_banna
@hannah_bo_banna
@hannah_bo_banna
& don’t even get me started
on the lack of organic results
above the fold
but it’s not just seo
that’s changing…
we’ve got wearable tech
@hannah_bo_banna
@hannah_bo_banna
@hannah_bo_banna
@hannah_bo_banna
@hannah_bo_banna
@hannah_bo_banna
@hannah_bo_banna
when
humans &
technology
collide,
things get
complicated…
regardless of the future of glass
our device usage
is changing
mobile used to mean
‘away from your PC’
77%
of mobile searches
are in a location
where a PC is available
& mobile is about
so much more than search
behaviours & contexts
blur across devices and locations
we multi screen
&
& speaking of devices,
tv is changing
tv doesn’t mean
*on*
a tv
5% of homes in the US don’t
have a tv
this zero tv group is growing
the US had more than
5m zero-tv households in 2013;
up from just over 2m in 2007
67% of these homes get
tv content
on other devices
@hannah_bo_banna
tv schedules limit people
who don’t want limits
he doesn’t have time for scheduled programming
this means
tv advertising is changing
reach really didn’t used to be a problem
audiences are fragmenting
but it’s cool, right?
we’ll happily watch
tv ads online
aaaaaaarrrggghhhhh
<insert your own swear here>
cute
but not really
solving the issue, huh?
it’s not just tv,
the way we consume
*all*
content is changing
we surface content through filters
facebook protects us from
unwanted content
you still might stop
seeing updates
from the companies
you follow
@hannah_bo_banna
Mark says you gotta
pay to play
it drives me crazy when I can't
see posts from pages I’ve ‘liked’
I'm experimenting with
aggressively interacting with a
new page to try to bring it into
my feed & keep it there
but it’s not just facebook
our technology protects us from
unwanted content
permission may no longer be enough
content needs to get above the sharing radar of our (personal) curators
so what now?
is seo,
wearable tech,
mobile,
tv,
traditional advertising,
written content,
video,
social media,
email marketing,
permission marketing,
regular marketing
& everything else
dead?
screw it, let’s get wasted
kidding

nothing is ‘dead’
just don’t be this guy
things are changing
interesting trends
real-time
remember this?
nimble?
yes
a ‘viral’ hit?
“the message was retweeted
and liked a bajillion times…”
~ brad tuttle
TIME
really?
15,851 retweets = a bajillion?
the real success
was the amount of
press attention this received
fast-forward to the
#GRAMMYs
then there was the
#oscars
wait, that wasn’t a brand
meh
no one’s buying that
real-time
also looks like this
brands as publishers
‘online first’
the only ad
I’ve ever chosen
*not* to skip
@hannah_bo_banna
see why for yourself
dis.tl/nspcc-smx
great uses of a
new(er) platform
@hannah_bo_banna
@hannah_bo_banna
@hannah_bo_banna
touching?
awkward?
you decide
@hannah_bo_banna
@hannah_bo_banna
Wren’s Melissa Coker
@hannah_bo_banna
my desire [was] to have something that’s
interesting to people
beyond a fashion angle
Wren’s Melissa Coker
@hannah_bo_banna
[it’s] an interesting film
that exists on its own
rather than something that feels like a
commercial,
and it seems to be touching people…
& speaking of films that don’t
feel like commercials…
@hannah_bo_banna
@hannah_bo_banna
brands with values
@hannah_bo_banna
@hannah_bo_banna
it’s not just about
environmental values
@hannah_bo_banna
when you have values
like that
you get creative
like this
@hannah_bo_banna
there’s also evidence to suggest
this translates into business
benefits
@hannah_bo_banna
brands that are ‘meaningful’
outperform the stock market
by 120%
move from
[product] differentiation
to actually making a difference
Umair Haque
Instead of putting up another campaign of billboards
with celebrities saying:
‘Buy our shoes, they’ll turn you into a master runner,’
Nike actually helps make you a better runner.
That’s a constructive way to build a
meaningful brand.
Umair Haque
read more
dis.tl/meaningful-smx
the future?
safe predictions
more devices, more challenges
@hannah_bo_banna
so get your (technical) ducks in a row
more pressure to measure
*everything*
more accurately
@hannah_bo_banna
track people not sessions
http://analytics.blogspot.de/2013/04/universal-analytics-business.html @hannah_bo_banna
multi-channel attribution
(even) less
reliance on search
@hannah_bo_banna
my vision when we started google
15 years ago was that eventually
you wouldn’t have a search query
at all; you’d just have information
come to you as you needed it
Sergey Brin
@hannah_bo_banna
less safe prediction
there will be a
deluge of content
but no
‘content fatigue’
people just won’t see it
this one’s a bit
‘out there’
only brands that
stand for something
will survive
in Europe and the US,
people would not care if
92% of brands disappeared
@hannah_bo_banna
building a brand
that stands for something
also helps with this…
@hannah_bo_banna
@hannah_bo_banna
one thing I am sure of
whilst it’s easy to think
purely in terms of
technological challenges…
marketing is not changing
*because*
of technology
marketing is changing because
consumer’s expectations are
evolving
they expect you to provide a
seamless experience regardless
of device or location
when they speak,
they expect you to listen
& respond
they are not interested in
your self-serving messages
or your attempt
to be
‘down with the kids’
but they’ll
happily be entertained
so you need them to love
your marketing
most of all
they have no interest in brands
that fail to deliver
what they want
& they *know*
you need them
more than they need you
we will evolve
“it is not the
strongest of the species
that survives,
nor the most intelligent
that survives;
it is the one that is most
adaptable to change.”
~ Leon C Megginson
I’ve only worked in this
industry for 7 years
many of you were doing this
*way*
before me
I *know*
how adaptable you are
good luck out there
x
@hannah_bo_banna
hannah.smith@distilled.net
steal this deck:
Credits
Alice - http://www.michellesmirror.com/2012/11/white-pawn-to-red-queen-im-watching-you.html#.UyW1oPl_txw
Hidden Text - http://apcmag.com/performing-search-engine-optimisation.htm
Vince - http://bestof.provocateuse.com/show/vince_vaughn/98
Caffeine - http://inumcconnect.org/events/youth-ministry-coffee-chats/
Panda - http://radiofreethinker.com/2013/04/19/pandagate-panda-primer/
Venice - http://sun-surfer.com/late-afternoon-venice-italy-5674.html
Penguin - http://www.aktifmag.com/wacky-waddlers-10-penguin-facts-things/
Hummingbird - http://ibc.lynxeds.com/photo/anna039s-hummingbird-calypte-anna/male-annas-hummingbird-hovering
Tin Foil Hat - http://aldysnerdblog.wordpress.com/2014/02/11/6-signs/
Future Guy - http://www.chapterthree.com/blog/darius-garza/death-skeuomorphism-and-future-design
Sarah Slocum - http://oglobo.globo.com/tecnologia/mulher-atacada-em-san-francisco-por-estar-usando-google-glass-11749998
News of Alleged Attack - http://sfist.com/2014/02/25/woman_claims_she_was_attacked_for_w.php
Glasshole - http://www.geekosystem.com/glasshole-term-coined/
Question Mark - http://www.boredpanda.com/large-scale-street-art-murals/
Banning Google Glass - http://www.ecouterre.com/get-ready-for-the-google-glass-backlash-and-calls-for-banning-the-
technology/
Danbo - http://glitterandglamorous.wordpress.com/2010/07/11/found-a-new-obsession-cute-cardboard-robot/
Modes of multi screening - http://googlemobileads.blogspot.co.uk/2012/08/navigating-new-multi-screen-world.html
Jamie Oliver - http://www.ibtimes.co.uk/second-screen-key-marketing-strategy-tablet-pcs-342725
Smartphone stats - http://gigaom.com/2012/08/29/multi-screen-mania-how-our-devices-work-together/
Zero TV Stats - http://www.nielsen.com/us/en/newswire/2013/zero-tv-doesnt-mean-zero-video.html
TV Schedule - http://www.thetvaddict.com/2006/09/02/fall-tv-preview-schedule-sunday/
Fragmenting - http://www.neilshirreff.com/projects/fragmented-paintings.html
Fire Hydrant - http://giveupinternet.com/2009/01/14/mitchell-kapor-getting-information-off-the-internet-is-like-taking-a-drink-
from-a-fire-hydrant-pic/
Filter Bubble - http://www.popuppoems.com/2011/05/19/whos-afraid-of-the-big-bad-algorithm/
Shots - http://tab.co.uk/2013/08/20/nightclub-kod-after-chloroform-vodka-scandal/
Head in the Sand - http://thehospitalitycoach.net/2013/11/09/embrace-change-and-innovate/
Credits
Kool Aid - http://kidsguidemagazine.com/drinking-the-kool-aid/44091
Pharrell - http://www.ibtimes.com/arbys-blasts-pharrells-grammys-hat-twitter-can-we-have-our-hat-back-1548140
If you have a body - http://www.swimbikerunningonempty.com/1/post/2012/12/five-things-friday.html
Ducks - http://sarahtpage.com/getting-my-ducks-in-a-row/
Analytics - http://www.deckis.com/tag/universal-analytics/
Rosky - http://thepersonalgenome.com/2007/12/expectation-setting-about-the-risks-of-obtaining-and-sharing-genetic-
information/
Meaningful Brands Charts - http://www.havasmedia.com/meaningful-brands/meaningful-brands-global-infographic
The End is Nigh - http://vimeo.com/36167147
Love - http://realtruelove.wordpress.com/2013/02/14/love
The End - http://lipna.wordpress.com/2008/10/12/everything-will-be-ok/

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Humans, Technology & The Future of Marketing - SMX Munich 2014

Editor's Notes

  1. Google need to make money, they are built on solid organic results but they will happily push them away from the user in order to meet their targets.
  2. It isn’t uncommon for people to act in this way.
  3. It isn’t uncommon for people to act in this way.
  4. It isn’t uncommon for people to act in this way.
  5. It isn’t uncommon for people to act in this way.
  6. This guy is the youngest billionaire in the world for a reason. He knows what he is doing.
  7. This guy is the youngest billionaire in the world for a reason. He knows what he is doing.
  8. This guy is the youngest billionaire in the world for a reason. He knows what he is doing.
  9. Now it’s hidden away from their default view.
  10. It isn’t uncommon for people to act in this way.