1) Three big trends are discussed: the growth of artificial intelligence, the importance of context over just mobile, and content discovery being mobile-first. 2) Artificial intelligence will continue to get better at filtering content and predicting user behavior, making spam harder. Marketers need to focus on creating loved content. 3) Mobile is significant but context matters more - the device is less important than where and how users access information. Content discovery happens across devices. 4) To succeed, marketers need strong skills in creativity, technology, and strategy, especially where these intersect. Measurement, audience building, and mobile-first design will be important.

1. The Future for Marketers:
Creativity, Strategy, Technology

4. 3 big trends and what
they mean for us

5. @paddymoogan
The past

10. It was probably the year of the mobile

11. Things were easy back then

13. A few hundred words of content

16. Job done

17. Things were starting to change

18. Caffeine 2010

19. Caffeine was a clue to what
was coming next

20. Panda 2011

21. Panda worked very, very well

22. Organic traffic

23. Revenue from organic traffic

24. There was collateral damage

25. But Google were fine with that
But Google were fine with that

26. These didn’t matter as much

27. The next logical target
was links

28. Penguin 2012

29. Most SEOs
Google

30. Scalable link building was
no longer viable for
most businesses

31. Hummingbird 2013

34. @paddymoogan
What can we
learn from this?

35. 1) They don’t want to
be the middle man
anymore (for free)

36. “We want to get you out of Google and to
the right place as fast as possible.” - 2004

39. This also happened in 2004

40. 2) They’ll keep getting better at spam
detection (and AI will play a big part)

41. 3) It’s still about search

42. 4) If it’s not about search, it’s about
you (and your data)

43. 5) AI is getting bigger – one way
or the other
5) AI is getting bigger

44. The Future

45. 3 Big Trends

46. 1) Artificial intelligence is growing
2) Mobile isn’t really about mobile
3) Content discovery is mobile first

47. 1) Artificial intelligence is growing
2) Mobile isn’t really about mobile
3) Content discovery is mobile first

49. Artificial intelligence is
doing two key things
relevant to marketers

50. 1) Filtering

53. Source

55. Content needs to get past these filters

56. This is good, but not good enough

57. You need multiple traffic sources

58. Loyalty is your goal

59. 2) Predicting

60. 2) Predicting

61. 2) Predicting
Ray Kurzweil Joins Google In Full-Time
Engineering Director Role; Will Focus On
Machine Learning, Language Processing

62. “Discussing his project at Google…
Kurzweil says he is creating a
synthetic neocortex that can
understand language just the way a
human does.”
Source:

63. Hummingbird 2013

64. He
s%ll
has
work
to
do!

65. 2) Predicting
…inventor and futurist Ray Kurzweil talked
confidently about making Google’s current
search technology obsolete.Source

66. 2) Predicting
…inventor and futurist Ray Kurzweil talked
confidently about making Google’s current
search technology obsolete.Source

67. He said this 18 months ago

68. “…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:

69. Indexing
Understanding

70. Predicting

71. Your marketing needs to be loved

72. AI learns real signals from us

73. Spam will become a lot harder

74. The web spam team will get access to AI

75. 1) Artificial intelligence is growing
2) Mobile isn’t really about mobile
3) Content discovery is mobile first

76. Mobile is big, but we may not be
thinking about it the right way

77. Source

78. 77% of mobile searches are in a location
where people have a PC available to them

79. Mobile vs. Desktop Facebook users
Source:

80. Mobile vs. Desktop Facebook users
Source:
Desktop Only

81. Mobile vs. Desktop Facebook users
Source:
Desktop Only
Mobile Only

82. “Ok, we get it. Mobile is big and it’s
growing, we’ve heard all that before”
Some members of the audience, right now.

83. “Desktop is dead.”
Maybe some of you.

84. Source:

85. Source:

86. Source:

87. Source:

88. Source:

89. Source:

93. It’s not about mobile, it’s
about context

94. It’s not about mobile, it’s
about context
Sometimes it’s this

95. Other times, it’s this

96. It may end up being this

97. Or even this (Project Jacquard)
Source:

98. But one thing is for sure

99. Budgets are coming our way

100. Source:

101. Source:

102. Source:
Desktop ad spend is growing, but slowing

103. It’s not about mobile, it’s
about context

104. Or even this (Project Jacquard)
Source:

105. “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:

107. But Google had a big problem

108. Their reach was limited

109. Source

110. Source

111. Source

112. Source

113. Goodbye limited reach!

114. Hello app download growth!
Source

115. Biggest drivers are messaging apps
Source

116. Notice who is missing?
Source

117. Source
You can bet we’re
going to piggy
back on popular
messenger apps!

118. Source

119. “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

120. What are Google going to do?

121. We can look at the far east
Source

122. Their feature list is interesting
Source

123. This one looks behind the times…
Source

124. Source

125. It’s still not about mobile, they’re
still leading you back to search

126. “You know that phone you’re
holding in your hand? It’s actually a
search field.”
Steven Levy
Source

127. They’re either showing ads or
gathering data about you

128. 1) Artificial intelligence is growing
2) Mobile isn’t really about mobile
3) Content discovery is mobile first

129. We know mobile is big, there is an
opportunity for content marketers

130. We’ve seen that mobile usage is up
Source:
Desktop Only
Mobile Only

131. Source:

132. But desktop still drives conversion
Source

133. Could indicate that retailers are
still not providing a great
experience on smartphones

134. Or that customers simply
aren’t ready for smartphone
commerce yet

135. I wouldn’t bet against that changing

136. We think of content discovery as this

137. It’s actually more like this

138. Traffic to site via content pieces
Source: Aira client

139. Traffic to site via content pieces
Source: Aira client

140. Traffic from Facebook to content
Source: Aira client

141. It’s not just about “viral” content for
us as marketers

142. Source:

143. Source:

144. Source:

145. Source:

146. “So we just need to make our
websites responsive?”
Some of the audience, right now.

147. Just knowing the
technology isn’t enough

148. You need to communicate the
message in the right context

149. Go read this deck
Source

150. 1) Artificial intelligence is growing
2) Mobile isn’t really about mobile
3) Content discovery is mobile first

151. No one can predict what
these trends mean 100%

152. But I am sure of one thing

153. The skillset of marketers
needs to adapt

154. I think it goes further than this
Source

155. Creativity Technology
Strategy

156. Creativity Technology
Strategy
Marketers
who
are
closest
to
this
intersec%on
will
be
best
placed
to
win

157. What we need to do

158. 1) Get really, really good as measurement

159. 2) Start to find out what customer LTV is

160. 3) Build your own loyal audiences
Source:

161. 4) Combine paid & earned promotion

162. 5) Our content needs to be beautiful

163. It’s what kids like these days
Source

164. 6) Learn what makes a good idea

165. 7) Design & communicate mobile first
Source:

166. 7) Design & communicate mobile first
Source:

167. 7) Design & communicate mobile first
Source:

168. 7) Design & communicate mobile first
Source:

169. Creativity Technology
Strategy

170. Thank you!
paddy@aira.net