HANNAH SMITHCONTENT 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 + areveals the spam

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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

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2010: new web indexing system

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2011: crackdown on ‘thin’ content

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2012: more localised results for general or broad queries

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2012: crackdown on low-quality links

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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’

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@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

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@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 meanstv advertising is changing

reach really didn’t used to be a problem

audiences are fragmenting

but it’s cool, right?

we’ll happily watchtv 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 stopseeing updates

from the companies you follow

@hannah_bo_banna

Mark says you gottapay 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 enoughcontent 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

mehno 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 yourselfdis.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

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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 moredis.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 becauseconsumer’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_txwHidden Text - http://apcmag.com/performing-search-engine-optimisation.htmVince - http://bestof.provocateuse.com/show/vince_vaughn/98Caffeine - 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.htmlPenguin - http://www.aktifmag.com/wacky-waddlers-10-penguin-facts-things/Hummingbird - http://ibc.lynxeds.com/photo/anna039s-hummingbird-calypte-anna/male-annas-hummingbird-hoveringTin Foil Hat - http://aldysnerdblog.wordpress.com/2014/02/11/6-signs/Future Guy - http://www.chapterthree.com/blog/darius-garza/death-skeuomorphism-and-future-designSarah Slocum - http://oglobo.globo.com/tecnologia/mulher-atacada-em-san-francisco-por-estar-usando-google-glass-11749998News of Alleged Attack - http://sfist.com/2014/02/25/woman_claims_she_was_attacked_for_w.phpGlasshole - 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.htmlJamie Oliver - http://www.ibtimes.co.uk/second-screen-key-marketing-strategy-tablet-pcs-342725Smartphone 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.htmlTV Schedule - http://www.thetvaddict.com/2006/09/02/fall-tv-preview-schedule-sunday/Fragmenting - http://www.neilshirreff.com/projects/fragmented-paintings.htmlFire 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/

CreditsKool Aid - http://kidsguidemagazine.com/drinking-the-kool-aid/44091Pharrell - http://www.ibtimes.com/arbys-blasts-pharrells-grammys-hat-twitter-can-we-have-our-hat-back-1548140If you have a body - http://www.swimbikerunningonempty.com/1/post/2012/12/five-things-friday.htmlDucks - 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-infographicThe End is Nigh - http://vimeo.com/36167147Love - http://realtruelove.wordpress.com/2013/02/14/loveThe End - http://lipna.wordpress.com/2008/10/12/everything-will-be-ok/