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The Future for Marketers: 
Creativity, Technology & 
Strategy 
Paddy Moogan
Strategy 
Creativity Technology
The Future
The Past
Strategy 
Creativity Technology
Strategy 
Creativity Technology
My job back then was straightforward 
@paddymoogan
A few hundred words of content
Job done
Strategy 
Creativity Technology
@paddymoogan
This was my first infographic 
@paddymoogan
[Removed!]
@paddymoogan 
It was shit
All I cared about was links 
@paddymoogan
Things were starting to change 
@paddymoogan
@paddymoogan 
2010 – Caffeine Update
Caffeine was a clue of what would be 
@paddymoogan 
coming
@paddymoogan 
2011
Panda worked very, very well 
@paddymoogan
Organic traffic
Revenue from organic search
There was collateral damage
But Google were fine with that
These didn’t matter as much
What did we do?
We started to invest more in 
@paddymoogan 
understanding content
We invested in outreach & PR
We learned more about creativity 
@paddymoogan
@paddymoogan 
We built this
750 Linking Domains, 12,000 Tweets, 150,000 Likes
Our competitors were often beating us 
@paddymoogan
Buying links
Focusing on manipulation of search 
@paddymoogan 
signals
Honestly, we were laughed at 
@paddymoogan
We lost business because of this
We continued to build the creative 
@paddymoogan 
team
We realised that scalable link building 
@paddymoogan 
was at risk
@paddymoogan 
Google had shown us…
I think we will see a "Panda for 
links" 
Will Critchlow, Distilled a few 
months before Penguin
@paddymoogan 
2012
Most SEOs 
Google
…we’d built around 20 “big” content 
pieces and got some good links 
@paddymoogan
Some good, some not so good 
@paddymoogan
But links are only one part of this 
@paddymoogan 
content thing
Strategy 
Creativity Technology
We started to think more about strategy 
@paddymoogan
We were reporting on the wrong things
We were reporting on the wrong things
Measure people, not sessions
The Future
3 Big Trends 
1. Robots are filtering everything we see 
2. Robots are predicting what we want to see 
3. Content marketin...
3 Big Trends 
1. Robots are filtering everything we see 
2. Robots are predicting what we want to see 
3. Content marketin...
Source
Your content needs to break 
through filter bubbles
This is good, but not enough
You need a wide range of 
traffic sources to break 
through filter bubbles
Loyalty is your goal
We have a common framework to use 
@paddymoogan
6 principles made an idea “sticky” 
Simple 
Unexpected 
Concrete 
Credible 
Emotional 
Story
Simple 
Unexpected 
Concrete 
Credible 
Emotional 
Story 
The core message is simple
Simple 
Unexpected 
Concrete 
Credible 
Emotional 
Story 
It’s a novel execution
Simple 
Unexpected 
Concrete 
Credible 
Emotional 
Story 
It takes something abstract & makes it visible
Simple 
Unexpected 
Concrete 
Credible 
Emotional 
Story 
It’s based on sound data
Simple 
Unexpected 
Concrete 
Credible 
Emotional 
Story 
Interest in routines of creative people
Simple 
Unexpected 
Concrete 
Credible 
Emotional 
Story 
It tells the story of these creative people
We use this framework to evaluate all 
@paddymoogan 
our content ideas
The key here isn’t the framework 
@paddymoogan
It’s the ability to give each other useful 
@paddymoogan 
feedback
Hey Phil, I have this 
awesome content 
idea, it’s amazing.
Hey Phil, I have this 
awesome content 
idea, it’s amazing. 
No Paddy, it’s shit
We bring our outreach and PR team 
@paddymoogan 
into the process early
What websites do you think would 
cover this content or story? 
@paddymoogan
Would you be happy to promote this 
@paddymoogan 
piece of content?
3 Big Trends 
1. Robots are filtering everything we see 
2. Robots are predicting what we want to see 
3. Content marketin...
@paddymoogan
Ray Kurzweil Joins Google In Full-Time 
Engineering Director Role; Will Focus On 
Machine Learning, Language Processing 
@...
@paddymoogan 
2013 - Hummingbird
@paddymoogan
@paddymoogan
…inventor and futurist Ray Kurzweil talked 
confidently about making Google’s current 
@paddymoogan 
search technology obs...
…inventor and futurist Ray Kurzweil talked 
confidently about making Google’s current 
@paddymoogan 
search technology obs...
@paddymoogan 
He said this in June 2014
@paddymoogan
Indexing Understanding 
@paddymoogan
@paddymoogan 
Predicting
Source
“My vision when we started Google 15 
years ago was that eventually you 
wouldn't have to have a search query at all. 
You...
They are predicting what adverts we 
@paddymoogan 
want to see too
“We want to get you out of Google and to 
the right place as fast as possible.” - 2004 
@paddymoogan
@paddymoogan
@paddymoogan
@paddymoogan 
This also happened in 2004…
It’s never going to slow down 
@paddymoogan
@paddymoogan
@paddymoogan
@paddymoogan
@paddymoogan 
TOTAL SIGNAL INFORMATION implicit signal explicit signal 
TIME
@paddymoogan 
TOTAL SIGNAL INFORMATION implicit signal explicit signal 
TIME
@paddymoogan 
TOTAL SIGNAL INFORMATION implicit signal explicit signal 
TIME
@paddymoogan 
TOTAL SIGNAL INFORMATION implicit signal explicit signal 
TIME
@paddymoogan 
TOTAL SIGNAL INFORMATION implicit signal explicit signal 
TIME
Context
Context is more important than 
@paddymoogan 
keywords
We need to move beyond keywords 
@paddymoogan 
and towards context
We need to understand our customers 
and meet their expectations
3 Big Trends 
1. Robots are filtering everything we see 
2. Robots are predicting what we want to see 
3. Content marketin...
Source 
Mobile search overtaking desktop
77% of mobile searches are in a location 
where people have a PC available to them 
Source
Technical setup of 100 US Online Retailers 
Source
Traffic to our client website by device 
Source: Recent B2B Distilled campaign
Traffic to a piece of content 
Source: Recent B2B Distilled campaign
Towards the end of last year we 
launched some pretty big 
design improvements for Search 
on mobile and tablet devices 
J...
Today we've carried over 
several of those changes to the 
desktop experience. 
Jon Wiley 
Lead Designer for Google Search...
Source 
Dr. Pete predicted this
Source 
Mobile vs. Desktop Facebook users
Source 
Mobile vs. Desktop Facebook users 
Desktop Only
Source 
Mobile vs. Desktop Facebook users 
Mobile Only 
Desktop Only
How do people find your content? 
@paddymoogan
So we just need to make our 
Some members of the audience 
Right now 
websites responsive?
400,000 visits from m.huffpost.com
Traffic from Facebook
Traffic from Facebook
Just knowing technology 
@paddymoogan 
is NOT enough
Your content needs to be mobile first
Last touch attribution doesn’t work well for mobile
Apple Pay is still very new
Source
https://qualaroo.com/products/mobile/
https://qualaroo.com/products/mobile/
Strategy 
Creativity Technology
Thank you! 
Paddy Moogan 
VP Operations London, Distilled 
@paddymoogan
The Future for Marketers - Strategy, Creativity and Technology
The Future for Marketers - Strategy, Creativity and Technology
The Future for Marketers - Strategy, Creativity and Technology
The Future for Marketers - Strategy, Creativity and Technology
The Future for Marketers - Strategy, Creativity and Technology
The Future for Marketers - Strategy, Creativity and Technology
The Future for Marketers - Strategy, Creativity and Technology
The Future for Marketers - Strategy, Creativity and Technology
The Future for Marketers - Strategy, Creativity and Technology
The Future for Marketers - Strategy, Creativity and Technology
The Future for Marketers - Strategy, Creativity and Technology
The Future for Marketers - Strategy, Creativity and Technology
The Future for Marketers - Strategy, Creativity and Technology
The Future for Marketers - Strategy, Creativity and Technology
The Future for Marketers - Strategy, Creativity and Technology
The Future for Marketers - Strategy, Creativity and Technology
The Future for Marketers - Strategy, Creativity and Technology
The Future for Marketers - Strategy, Creativity and Technology
The Future for Marketers - Strategy, Creativity and Technology
The Future for Marketers - Strategy, Creativity and Technology
The Future for Marketers - Strategy, Creativity and Technology
The Future for Marketers - Strategy, Creativity and Technology
The Future for Marketers - Strategy, Creativity and Technology
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The Future for Marketers - Strategy, Creativity and Technology

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By Paddy Moogan at Marketing Festival 2014 in Brno. Paddy talks about the future for marketers which is in the middle of strategy, creativity and technology.

Publicado en: Marketing, Internet

The Future for Marketers - Strategy, Creativity and Technology

  1. The Future for Marketers: Creativity, Technology & Strategy Paddy Moogan
  2. Strategy Creativity Technology
  3. The Future
  4. The Past
  5. Strategy Creativity Technology
  6. Strategy Creativity Technology
  7. My job back then was straightforward @paddymoogan
  8. A few hundred words of content
  9. Job done
  10. Strategy Creativity Technology
  11. @paddymoogan
  12. This was my first infographic @paddymoogan
  13. [Removed!]
  14. @paddymoogan It was shit
  15. All I cared about was links @paddymoogan
  16. Things were starting to change @paddymoogan
  17. @paddymoogan 2010 – Caffeine Update
  18. Caffeine was a clue of what would be @paddymoogan coming
  19. @paddymoogan 2011
  20. Panda worked very, very well @paddymoogan
  21. Organic traffic
  22. Revenue from organic search
  23. There was collateral damage
  24. But Google were fine with that
  25. These didn’t matter as much
  26. What did we do?
  27. We started to invest more in @paddymoogan understanding content
  28. We invested in outreach & PR
  29. We learned more about creativity @paddymoogan
  30. @paddymoogan We built this
  31. 750 Linking Domains, 12,000 Tweets, 150,000 Likes
  32. Our competitors were often beating us @paddymoogan
  33. Buying links
  34. Focusing on manipulation of search @paddymoogan signals
  35. Honestly, we were laughed at @paddymoogan
  36. We lost business because of this
  37. We continued to build the creative @paddymoogan team
  38. We realised that scalable link building @paddymoogan was at risk
  39. @paddymoogan Google had shown us…
  40. I think we will see a "Panda for links" Will Critchlow, Distilled a few months before Penguin
  41. @paddymoogan 2012
  42. Most SEOs Google
  43. …we’d built around 20 “big” content pieces and got some good links @paddymoogan
  44. Some good, some not so good @paddymoogan
  45. But links are only one part of this @paddymoogan content thing
  46. Strategy Creativity Technology
  47. We started to think more about strategy @paddymoogan
  48. We were reporting on the wrong things
  49. We were reporting on the wrong things
  50. Measure people, not sessions
  51. The Future
  52. 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
  53. 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
  54. Source
  55. Your content needs to break through filter bubbles
  56. This is good, but not enough
  57. You need a wide range of traffic sources to break through filter bubbles
  58. Loyalty is your goal
  59. We have a common framework to use @paddymoogan
  60. 6 principles made an idea “sticky” Simple Unexpected Concrete Credible Emotional Story
  61. Simple Unexpected Concrete Credible Emotional Story The core message is simple
  62. Simple Unexpected Concrete Credible Emotional Story It’s a novel execution
  63. Simple Unexpected Concrete Credible Emotional Story It takes something abstract & makes it visible
  64. Simple Unexpected Concrete Credible Emotional Story It’s based on sound data
  65. Simple Unexpected Concrete Credible Emotional Story Interest in routines of creative people
  66. Simple Unexpected Concrete Credible Emotional Story It tells the story of these creative people
  67. We use this framework to evaluate all @paddymoogan our content ideas
  68. The key here isn’t the framework @paddymoogan
  69. It’s the ability to give each other useful @paddymoogan feedback
  70. Hey Phil, I have this awesome content idea, it’s amazing.
  71. Hey Phil, I have this awesome content idea, it’s amazing. No Paddy, it’s shit
  72. We bring our outreach and PR team @paddymoogan into the process early
  73. What websites do you think would cover this content or story? @paddymoogan
  74. Would you be happy to promote this @paddymoogan piece of content?
  75. 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
  76. @paddymoogan
  77. Ray Kurzweil Joins Google In Full-Time Engineering Director Role; Will Focus On Machine Learning, Language Processing @paddymoogan
  78. @paddymoogan 2013 - Hummingbird
  79. @paddymoogan
  80. @paddymoogan
  81. …inventor and futurist Ray Kurzweil talked confidently about making Google’s current @paddymoogan search technology obsolete. Source
  82. …inventor and futurist Ray Kurzweil talked confidently about making Google’s current @paddymoogan search technology obsolete. Source
  83. @paddymoogan He said this in June 2014
  84. @paddymoogan
  85. Indexing Understanding @paddymoogan
  86. @paddymoogan Predicting
  87. Source
  88. “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
  89. They are predicting what adverts we @paddymoogan want to see too
  90. “We want to get you out of Google and to the right place as fast as possible.” - 2004 @paddymoogan
  91. @paddymoogan
  92. @paddymoogan
  93. @paddymoogan This also happened in 2004…
  94. It’s never going to slow down @paddymoogan
  95. @paddymoogan
  96. @paddymoogan
  97. @paddymoogan
  98. @paddymoogan TOTAL SIGNAL INFORMATION implicit signal explicit signal TIME
  99. @paddymoogan TOTAL SIGNAL INFORMATION implicit signal explicit signal TIME
  100. @paddymoogan TOTAL SIGNAL INFORMATION implicit signal explicit signal TIME
  101. @paddymoogan TOTAL SIGNAL INFORMATION implicit signal explicit signal TIME
  102. @paddymoogan TOTAL SIGNAL INFORMATION implicit signal explicit signal TIME
  103. Context
  104. Context is more important than @paddymoogan keywords
  105. We need to move beyond keywords @paddymoogan and towards context
  106. We need to understand our customers and meet their expectations
  107. 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
  108. Source Mobile search overtaking desktop
  109. 77% of mobile searches are in a location where people have a PC available to them Source
  110. Technical setup of 100 US Online Retailers Source
  111. Traffic to our client website by device Source: Recent B2B Distilled campaign
  112. Traffic to a piece of content Source: Recent B2B Distilled campaign
  113. Towards the end of last year we launched some pretty big design improvements for Search on mobile and tablet devices Jon Wiley Lead Designer for Google Search - Source
  114. Today we've carried over several of those changes to the desktop experience. Jon Wiley Lead Designer for Google Search - Source
  115. Source Dr. Pete predicted this
  116. Source Mobile vs. Desktop Facebook users
  117. Source Mobile vs. Desktop Facebook users Desktop Only
  118. Source Mobile vs. Desktop Facebook users Mobile Only Desktop Only
  119. How do people find your content? @paddymoogan
  120. So we just need to make our Some members of the audience Right now websites responsive?
  121. 400,000 visits from m.huffpost.com
  122. Traffic from Facebook
  123. Traffic from Facebook
  124. Just knowing technology @paddymoogan is NOT enough
  125. Your content needs to be mobile first
  126. Last touch attribution doesn’t work well for mobile
  127. Apple Pay is still very new
  128. Source
  129. https://qualaroo.com/products/mobile/
  130. https://qualaroo.com/products/mobile/
  131. Strategy Creativity Technology
  132. Thank you! Paddy Moogan VP Operations London, Distilled @paddymoogan

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