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Creativity, Technology &
Strategy
Paddy Moogan
35. We started to invest more in
@paddymoogan
understanding content
49. I think we will see a "Panda for
links"
Will Critchlow, Distilled a few
months before Penguin
54. But links are only one part of this
@paddymoogan
content thing
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
70. You need a wide range of
traffic sources to break
through filter bubbles
72. We have a common framework to use
@paddymoogan
74. 6 principles made an idea “sticky”
Simple
Unexpected
Concrete
Credible
Emotional
Story
82. We use this framework to evaluate all
@paddymoogan
our content ideas
85. Hey Phil, I have this
awesome content
idea, it’s amazing.
86. Hey Phil, I have this
awesome content
idea, it’s amazing.
No Paddy, it’s shit
87. We bring our outreach and PR team
@paddymoogan
into the process early
89. Would you be happy 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
92. Ray Kurzweil Joins Google In Full-Time
Engineering Director Role; Will Focus On
Machine Learning, Language Processing
@paddymoogan
96. …inventor and futurist Ray Kurzweil talked
confidently about making Google’s current
@paddymoogan
search technology obsolete.
Source
97. …inventor and futurist Ray Kurzweil talked
confidently about making Google’s current
@paddymoogan
search technology obsolete.
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. “We want to get you out of Google and to
the right place as fast as possible.” - 2004
@paddymoogan
122. We need to move beyond keywords
@paddymoogan
and towards context
123. We need to understand 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
126. 77% of mobile searches are in a location
where people have a PC available to them
Source
128. Traffic to our client website by device
Source: Recent B2B Distilled campaign
129. Traffic to a piece of content
Source: Recent B2B Distilled campaign
130. 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
131. Today we've carried over
several of those changes to the
desktop experience.
Jon Wiley
Lead Designer for Google Search - Source
139. So we just need to make our
Some members of the audience
Right now
websites responsive?