beyond permission - will critchlow
DESCRIPTION
Will Critchlow presents Beyond Permission at ThoughtWorks Paradigm Shift Conference in Austin Texas, September 2014.TRANSCRIPT
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Will Critchlow @willcritchlow Distilled
BEYOND PERMISSION
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I’m a marketer. I specialize in digital
MARKETER. I specialize in digital.
I’m a
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I’m a marketer. I specialize in digital
3 BIG TRENDS
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I’m a marketer. I specialize in digital
SCREEN Your TV is just a
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MOBILE anymore
There’s no such thing as
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EVERYTHING we see
Robots are filtering
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CONTENT MARKETING But I’m going to show you why
Search and Social have driven
LOYALTY is key
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THE FUTURE OF TV And the Golden Age of Digital
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People love watching video
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But the TV is just another screen –
we can watch anything on it
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And some of the online services are really popular
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MORE CHOICE and more convenience
Viewers mainly get
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FLOOD OF MONEY to digital
We are about to see the next great
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And the future of TV advertising is not (necessarily)
digital video advertising
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And there is an open question of who
will be the “AdWords” of brand advertising
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It could be YouTube. It could be Facebook.
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CREATIVE will be crucial
Whoever it is, we believe that the
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BIGGEST BRANDS will be built online
Tomorrow’s
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Last year may have been the year of the dot coms,
but 2000 is set to be the year of the mobile.
- TheLawyer.com, 2000
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THINK BACK 10 YEARS
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We did email on our phones
2003: the iconic blackberry was released
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We had “broadband”
Source: Ofcom and thinkbroadband.com
0
1
2
3
4
5
6
7
8
2003 2013
Average broadband speed M
bps
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The first version of skype was released
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but YouTube was still 2 years away
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BUT THERE WAS A YEAR OF
THE MOBILE
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The iPod revolutionised an industry
Source: Business Insider
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The iPhone makes it look slow
Source: Business Insider
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Then came the iPad
Source: Business Insider
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Wow! Android
Source: Business Insider
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…and it keeps going.
Source: Business Insider
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We need to look at the PC market to
understand what’s really happening
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Before I was born, systems I’ve never used ruled the earth
Source: Business Insider
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When I was young, we saw the rise and fall of Amiga, Atari, Commodore
Source: Business Insider
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Through school, university and early work, it was a two-horse race (being kind to Apple)
Source: Business Insider
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Now: Same old, same old
Source: Business Insider
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Unless you add in iPad and Android
Source: Business Insider
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0
2500
2000 2014
Global install base (m)
2000
1500
1000
500
Source: Gartner, a16z
Corporate PCs Consumer PCs iOS & Android
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Mobile devices get more like PCs
PCs get more like mobile devices
FASTER
BETTER BROWSING
EASIER
PURCHASES
TOUCH
APP STORES
INSTANT ON
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We have seamless, sync’ed access everywhere Already: Dropbox, Evernote, Google Apps / Android, iCloud, Instapaper, Kindle whispersync
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Via Think Insights
We don’t use mobile devices just because we have to
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So this all means more control?
Who watches commercials if you can avoid them?
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For a while, RSS was the answer
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The robots are here
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We’re used to spam filters
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But we may have not realized how many there are
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Priority inbox and Edgerank hide things we don’t interact with
Not everything gets here…
…or here
Even when we’ve asked for it
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Personalization is a form of filtering
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london tube stations
Old query model
explicit query
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New query model
explicit query
iPhone user, on street in London implicit query
london tube stations
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Query =
Explicit Query +
Implicit Query
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TIME
TOTA
L SI
GN
AL IN
FORM
ATIO
N
Explicit Signal
Query Scale
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TIME
TOTA
L SI
GN
AL IN
FORM
ATIO
N
Explicit Signal Implicit Signal
Query Scale
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TIME
TOTA
L SI
GN
AL IN
FORM
ATIO
N
Explicit Signal Implicit Signal
Query Scale
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TIME
TOTA
L SI
GN
AL IN
FORM
ATIO
N
Explicit Signal Implicit Signal
Query Scale
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TIME
TOTA
L SI
GN
AL IN
FORM
ATIO
N
Explicit Signal Implicit Signal
Query Scale
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PERMISSION MARKETING
is no longer enough
All this means that
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LOYALTY. Your new goal is
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You need to be so in demand that we INSIST that our robots show us your content and that we share it onto our networks.
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This is why brands are investing in content
Check out our report: distilled.net/brandopolis
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If you want to know more:
Or check out distilled.net/blog: Creative Calling The Time for Content Marketing is Now
Mark Suster - @msuster
Benedict Evans - @benedictevans
Mark Suster via Techcrunch, Benedict Evans via ITU Pictures
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BEYOND PERMISSION Will Critchlow @willcritchlow Distilled [email protected]