Download as PDF, PPTX
![[Removed!]](https://image.slidesharecdn.com/finalpublicmarketingfestival2014paddymoogan-141101044630-conversion-gate02/75/The-Future-for-Marketers-Strategy-Creativity-and-Technology-21-2048.jpg)
Uploaded byPaddy Moogan
The Future for Marketers - Strategy, Creativity and Technology
The document discusses the evolving landscape of marketing, emphasizing the interplay of creativity, technology, and strategy. It identifies key trends such as the impact of robots on content filtering and prediction, and highlights the shift towards mobile marketing. The importance of creating engaging content and the necessity for marketers to adapt to these changes is also underlined.
More Related Content
Similar to The Future for Marketers - Strategy, Creativity and Technology
![A Visual History of Google Algorithm Updates [Infographic]](https://cdn.slidesharecdn.com/ss_thumbnails/bloghubspotcommarketinggooglealgorithmvisualhistoryi-150518072143-lva1-app6892-thumbnail.jpg?width=640&height=640&fit=bounds)
The Future for Marketers - Strategy, Creativity and Technology
- 1. The Future forMarketers: Creativity, Technology & Strategy Paddy Moogan
- 2.
- 3.
- 4.
- 9.
- 10.
- 11. My job backthen was straightforward @paddymoogan
- 13. A few hundredwords of content
- 16.
- 17.
- 19.
- 20. This was myfirst infographic @paddymoogan
- 21.
- 22.
- 23. All I caredabout was links @paddymoogan
- 24. Things were startingto change @paddymoogan
- 25. @paddymoogan 2010 –Caffeine Update
- 26. Caffeine was aclue of what would be @paddymoogan coming
- 27.
- 28. Panda worked very,very well @paddymoogan
- 29.
- 30. Revenue from organicsearch
- 31. There was collateraldamage
- 32. But Google werefine with that
- 33. These didn’t matteras much
- 34. What did wedo?
- 35. We started toinvest more in @paddymoogan understanding content
- 36. We invested inoutreach & PR
- 37. We learned moreabout creativity @paddymoogan
- 38.
- 40. 750 Linking Domains,12,000 Tweets, 150,000 Likes
- 41. Our competitors wereoften beating us @paddymoogan
- 42.
- 43. Focusing on manipulationof search @paddymoogan signals
- 44. Honestly, we werelaughed at @paddymoogan
- 45. We lost businessbecause of this
- 46. We continued tobuild the creative @paddymoogan team
- 47. We realised thatscalable link building @paddymoogan was at risk
- 48. @paddymoogan Google hadshown us…
- 49. I think wewill see a "Panda for links" Will Critchlow, Distilled a few months before Penguin
- 50.
- 51.
- 52. …we’d built around20 “big” content pieces and got some good links @paddymoogan
- 53. Some good, somenot so good @paddymoogan
- 54. But links areonly one part of this @paddymoogan content thing
- 55.
- 56. We started tothink more about strategy @paddymoogan
- 57. We were reportingon the wrong things
- 58. We were reportingon the wrong things
- 59. Measure people, notsessions
- 61.
- 62. 3 Big Trends 1. Robots are filtering everything we see 2. Robots are predicting what we want to see 3. Content marketing is mobile marketing
- 63. 3 Big Trends 1. Robots are filtering everything we see 2. Robots are predicting what we want to see 3. Content marketing is mobile marketing
- 66.
- 68. Your content needsto break through filter bubbles
- 69. This is good,but not enough
- 70. You need awide range of traffic sources to break through filter bubbles
- 71. Loyalty is yourgoal
- 72. We have acommon framework to use @paddymoogan
- 74. 6 principles madean idea “sticky” Simple Unexpected Concrete Credible Emotional Story
- 76. Simple Unexpected Concrete Credible Emotional Story The core message is simple
- 77. Simple Unexpected Concrete Credible Emotional Story It’s a novel execution
- 78. Simple Unexpected Concrete Credible Emotional Story It takes something abstract & makes it visible
- 79. Simple Unexpected Concrete Credible Emotional Story It’s based on sound data
- 80. Simple Unexpected Concrete Credible Emotional Story Interest in routines of creative people
- 81. Simple Unexpected Concrete Credible Emotional Story It tells the story of these creative people
- 82. We use thisframework to evaluate all @paddymoogan our content ideas
- 83. The key hereisn’t the framework @paddymoogan
- 84. It’s the abilityto give each other useful @paddymoogan feedback
- 85. Hey Phil, Ihave this awesome content idea, it’s amazing.
- 86. Hey Phil, Ihave this awesome content idea, it’s amazing. No Paddy, it’s shit
- 87. We bring ouroutreach and PR team @paddymoogan into the process early
- 88. What websites doyou think would cover this content or story? @paddymoogan
- 89. Would you behappy to promote this @paddymoogan piece of content?
- 90. 3 Big Trends 1. Robots are filtering everything we see 2. Robots are predicting what we want to see 3. Content marketing is mobile marketing
- 91.
- 92. Ray Kurzweil JoinsGoogle In Full-Time Engineering Director Role; Will Focus On Machine Learning, Language Processing @paddymoogan
- 93. @paddymoogan 2013 -Hummingbird
- 94.
- 95.
- 96. …inventor and futuristRay Kurzweil talked confidently about making Google’s current @paddymoogan search technology obsolete. Source
- 97. …inventor and futuristRay Kurzweil talked confidently about making Google’s current @paddymoogan search technology obsolete. Source
- 98. @paddymoogan He saidthis in June 2014
- 99.
- 100.
- 101.
- 103.
- 105. “My vision whenwe 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
- 106. They are predictingwhat adverts we @paddymoogan want to see too
- 107. “We want toget you out of Google and to the right place as fast as possible.” - 2004 @paddymoogan
- 108.
- 109.
- 110. @paddymoogan This alsohappened in 2004…
- 111. It’s never goingto slow down @paddymoogan
- 112.
- 113.
- 114.
- 115. @paddymoogan TOTAL SIGNALINFORMATION implicit signal explicit signal TIME
- 116. @paddymoogan TOTAL SIGNALINFORMATION implicit signal explicit signal TIME
- 117. @paddymoogan TOTAL SIGNALINFORMATION implicit signal explicit signal TIME
- 118. @paddymoogan TOTAL SIGNALINFORMATION implicit signal explicit signal TIME
- 119. @paddymoogan TOTAL SIGNALINFORMATION implicit signal explicit signal TIME
- 120.
- 121. Context is moreimportant than @paddymoogan keywords
- 122. We need tomove beyond keywords @paddymoogan and towards context
- 123. We need tounderstand our customers and meet their expectations
- 124. 3 Big Trends 1. Robots are filtering everything we see 2. Robots are predicting what we want to see 3. Content marketing is mobile marketing
- 125. Source Mobile searchovertaking desktop
- 126. 77% of mobilesearches are in a location where people have a PC available to them Source
- 127. Technical setup of100 US Online Retailers Source
- 128. Traffic to ourclient website by device Source: Recent B2B Distilled campaign
- 129. Traffic to apiece of content Source: Recent B2B Distilled campaign
- 130. Towards the endof last year we launched some pretty big design improvements for Search on mobile and tablet devices Jon Wiley Lead Designer for Google Search - Source
- 131. Today we've carriedover several of those changes to the desktop experience. Jon Wiley Lead Designer for Google Search - Source
- 132. Source Dr. Petepredicted this
- 133. Source Mobile vs.Desktop Facebook users
- 134. Source Mobile vs.Desktop Facebook users Desktop Only
- 135. Source Mobile vs.Desktop Facebook users Mobile Only Desktop Only
- 136. How do peoplefind your content? @paddymoogan
- 139. So we justneed to make our Some members of the audience Right now websites responsive?
- 142. 400,000 visits fromm.huffpost.com
- 143.
- 144.
- 145. Just knowing technology @paddymoogan is NOT enough
- 147. Your content needsto be mobile first
- 149. Last touch attributiondoesn’t work well for mobile
- 150. Apple Pay isstill very new
- 151.
- 152.
- 153.
- 154.
- 155. Thank you! PaddyMoogan VP Operations London, Distilled @paddymoogan