The virtual reality driver’s seat

Rokkan and Cadillac are putting consumers into the virtual reality driver’s seat
Cadillac wants to put you in the driver’s seat, and with the help of Rokkan, is doing that literally through an innovative new virtual reality experience.

Cadillac’s new 360/VR experience is a room scale visualizer that allows you to experience the full fleet of 11 current and future vehicles. With the option to customize the vehicles however you wish, it’s time to let your imagination take control.

This immersive technology puts the consumer first, allowing them to have a true-to-life product experience with their chosen vehicle before purchasing. Additionally, Cadillac can gain invaluable insight on how consumers engage with specific features of each vehicle model and, from this, prioritize consumers’ wants and needs.

The VR experience launched at the Cadillac of Greenwich in early 2018 and within six months, Cadillac and Rokkan have expanded the VR footprint to include 8 global markets and dealers around the country with a focus on showcasing the power of the technology as both a sales and brand-building tool.

Demonstrating Cadillac’s dedication to agile innovation, immediately after Cadillac’s first ever XT4 model was revealed at the New York Auto Show it was made available both in headset and via mobile 360. In fact, it’s the only way to encounter Cadillac’s XT4 model. Proving its effectiveness, the first night the XT4 VR experience was shown in dealership to consumers, 3 vehicles were sold on site.

With more work in-progress, we’re excited to be an innovation engine and partner to Cadillac in helping to bring their bold vision to life.

Voice Marketing Tactics: There’s Only 100k Searches a Month Up For Grabs Anyway

I was recently preparing a presentation and came across a presentation I gave to a small meetup in London in 2013. While there were only 100 or so people in the live audience that day, the presentation has now probably been seen by a hundred thousand people – between Slideshare, a video of a webinar version, and the blog post I wrote about it at the time. When I stumbled back across it, I found it interesting to look back on because it made a bunch of predictions about the next 10 years and now, in 2018, we are halfway through those 10 years.

I was struck by how time has flown and I thought it would be interesting to do a midway-point review of what I was thinking in 2013. I also thought I could use some of the information it gives us about the pace of technology change and user behaviour change to attempt to understand current trends better – particularly around voice interfaces and voice search.

Preview of the punchline: voice isn’t as disruptive as many seem to think

I’m going to run through my predictions and how I think they’re coming along, but I also wanted to give you a preview of where my argument is going. Ultimately, while I think that voice recognition technology has become incredibly good at recognising words and sentences, there are a variety of things that will prevent it quickly cannibalising the rest of search in the short term. This is true of voice interaction generally in my opinion, but is especially true in search where I believe voice is mainly incremental (and isn’t even responsible for anything like all the incremental query growth).

The bulk of the general argument is made very well by Ben Evans in his article voice and the uncanny valley of AI (though these response and rebuttal articles are worth a read too).

I particularly loved the simple way of describing availability and appropriateness as two big issues for voice that I came across in this intercom article: what voice UI is good for (and what it isn’t) credited to Bill Buxton where he talks about what he calls “placeonas”:

I’m not sure about the “placeona” language (a placeona being an adaptation of a persona that focuses on location changing your preferences or behaviour). For reasons that will not surprise regular readers, I distilled it into a couple of 2x2s:

How do we want to consume information?

How do we want to enter information?

In my view, the constraints that voice isn’t always a convenient input, and speech isn’t always a great output place a natural ceiling on the usefulness of voice search – even beyond the issues Evans identified – and they are heightened for what I’m calling real searches. My view is that the majority (if not the vast majority) of what are currently being called “voice searches” in the stats aren’t much like what search marketers think of as searches. When Sundar said in 2016 that 20% of mobile searches in the Google app and on Android were voice searches, my bet is that 75%+ of those were incremental and not “real” searches. They were things you couldn’t do via “search” before and that are naturally done by voice – such as “OK Google, set a timer for 20 minutes”. The interesting thing about these “searches” and the reason I’m classifying them differently is that they are utterly uncommercial. Not only are you never going to “rank” for them, there is literally no intent to discover any kind of information or learn anything at all. They’re only really called searches because you’re doing them with / through Google.

The pace of change: revisiting some old predictions

Before I finish making those arguments, let’s look back at the presentation I opened with. I started by putting my 10-year predictions into context by looking back 10 years (to 2003 – this was 2013, remember).

The 10 years before 2013

I reminded myself and the audience that in 2003 we were on the cusp of:

Scoring my 10-year predictions from 2013 halfway through

Now, I put this initial presentation together for a relatively small meet-up, so I didn’t turn them into completely quantitative and falsifiable projections – though if anyone thinks I’m substantially wrong, I’m still up for hashing out more quantifiable versions of them for the next five years. In that context, here are my main predictions for 2023. We’re now halfway there. How do you think I’m doing?

I said that in 2023 we will:

  • Still be doing email on our phone
  • Still be using keyboards
  • Still be reading text

I’m feeling pretty good about those three. Despite the growth of new input technologies, the growth of video, and the convenience of hardware like airpods making it easier and easier to listen to bits of audio in more places, it doesn’t seem likely to me that any of these are going anywhere.

  • Pay for more [digital] things

I mean. This was kinda cheating. Hard to imagine it going the other way. But the growth of everything from Netflix to the New York Times has continued apace.

I’m not 100% sure what the end-game looks like for media subscriptions. I feel that there has to be some bundling on the horizon somewhere, as I would definitely pay something for a subscription to my second, third, and fourth preference news sources, but there is no good way to do this right now where it’s a primary subscription or nothing.

  • Dumb pipes continue acting dumb

I think that the whole net neutrality issue (interesting take) is pretty good evidence of the continuing ambitions (and, so far, failures) of the “pipes” of the internet to be much more. Having said that, I didn’t get into anything nearly granular enough to count as a falsifiable prediction.

  • Last mile no longer the issue – getting fibre to the exchange is the challenge

I think this is probably the biggest miss. Although there are some core network issues, home and mobile connection speeds have generally continued to improve, and where they haven’t, the problem actually does still lie in the last mile. I suspect that as we move through the next five years to 2023, we will see a continuing divide with speeds continuing to increase (and not being a blocker to advanced new services like 4K streaming) in urban / wealthy / dense enough areas, while rural and poorer areas will continue to lag. In the UK, the smaller size and higher density means that we are already seeing 4G mobile technology cover some areas that don’t have great wired broadband. This trend will no doubt continue, but the huge size and scale of the US means that there will continue to be some unique challenges there.

  • Watch practically no scheduled TV apart from some news, sports and actual live events

This was a bold one. I may have forgotten my own lesson about how fast (read: slowly) consumer habits change. In the accompanying blog post, I wrote:

“I am much less excited by an internet-connected fridge (a supposed benefit of the internet since the late ‘90s) than I am by instant-on, wireless display streaming (see for example AppleTV AirPlay mirroring) making it as easy to stick something on the TV via the web as via terrestrial / cable TV channels.”

This prediction was part of a broader hypothesis I developed and refined in 2013-2014 around the future of TV advertising. The key prediction of that was that $14-25bn /yr of TV ad spend will move out of TV in the US in the next 5 years. We’re about to see what the 2018 upfronts look like, but we’ve already seen a ~$6bn drop. It’ll be interesting to see what 2019 holds and then come back to this in 2023.

  • Have converged capabilities between mobiles and laptops – what I called “everything, everywhere”

That last one was possibly the most granular of the predictions – I envisaged specific enhancements to our mobile devices:

  • Faster than 2013 laptops
    • In fact, the latest iPhones might be faster than 2018 laptops
  • Easier to purchase on than laptops by being more personal
    • This is certainly an area where we have seen huge innovation with more to come

And specific ways that laptop-like devices would become more like 2013 mobiles, with:

  • Touch screens
  • App stores
  • The ability to turn on instantly

The majority of my predictions were directional and not that controversial, but the point I was seeking to make with the first few was that technology and usage generally changes a little slower than we anticipate. I think this is particularly true in voice, especially when it comes to search, and spectacularly true when it comes to commercially-interesting searches (including true informational searches).

What does all this tell us about voice “search”

At a high level, the same arguments I made in 2013 about the suitability of the different kinds of input and output apply to put some kind of cap or ceiling on the ultimate percentage of queries that will eventually shift to voice. Along with that, the experience of what things changed and what stayed the same 2003-2013 and again 2013-2018 remind us that certain kinds of behaviour always change more slowly than we might imagine they will.

All of that combines to remind us that even in the bullish predictions for voice search growth, most will be incremental and so little of it is to the detriment of existing search marketing channels (I wrote more about this in my piece the next trillion searches).

So how many voice searches might there be? And how many are actually real searches (rather than voice controls)? Of those, how many are in any way competitive or commercial? And of those, how many give a significantly different result to the closest-equivalent text search, and hence need any kind of different marketing approach?

A bit of Fermi estimation

Google talked about 20% of mobile searches being voice in 2016. Let’s assume that’s up 50% since then. There are then another fraction of that which will be voice searches on other devices (smart speakers, watches?, laptops).

To make it concrete, let’s assume we have a trillion desktop searches / year and a trillion mobile non-voice searches / year to put very rough numbers against the argument. Then I believe (see next trillion searches) that the new searches will mainly not cannibalise these (and to the extent they do, there will be natural growth in the underlying search volume). So then, taking the conservative assumption of no other growth, we get to something like the following annual search volume:

  • 1 trillion desktop
  • 1 trillion mobile non-voice
  • 300 million mobile voice
  • 300 million voice non-mobile
  • Still to come: 400 million (the rest of the “next trillion”): unfulfilled search demand – queries you can’t do yet. Image searches. New devices. New kinds of searches. Some fraction of these will be voice too.

So – 600 million voice “searches”.

After reading a range of sources, and building some estimation models, I think that total voice “search” volume breaks down roughly as:

  1. 50% (300 million / year): control actions
    1. [set a timer]
    2. [remind me]
    3. [play <song>]
    4. [add <product> to shopping list]
  2. 20% (120 million / year): informational repeated queries with no new discovery (i.e. you want it to do the same thing it did yesterday)
    1. [today’s weather]
    2. [traffic on my commute]
  3. 5-10% (30-60 million / year): personal searches of your own library / curated list
    1. [listen to <podcast>]
    2. [news headlines] (from previously set up list of sources)
  4. 20-25% (120-150 million / year): “real” searches – breaking down as
    1. 1-2% unanswerable
    2. 10% text snippets
    3. 5% other answers (local business name, list of facts, etc)
    4. 5% (where screen present) regular search results equivalent to similar typed search

Unfortunately, there is little “keyword” data for voice to validate this estimation. We simply don’t know how often people perform which different kinds of queries and controls. Most of the research (example 1, example 2) has focused on questions such as “which of the following activities do you use voice search / control for?” or “what tasks do you perform on your smart speaker?” (neither of which capture frequency). While there is some clever estimation you can do with regular keyword research tools, there is little in the way of benchmarking.

The closest I have found is comScore research that talks about “top use cases”:

If we interpret this as capturing frequency (which isn’t clear from the presentation) we can categorise it the same way I did above:

And then sum it to get ratios that fall roughly within my ranges:

  • Control: 51%
  • Informational: 23%
  • Personal: 6%
  • Search: 19%

It’s those 4. c & d that provide a marketing opportunity equivalent to most typed searches (and of course, just like on desktop, many of those are uncompetitive for various reasons – because they are branded, navigational, or have only one obvious “right” answer). But even with those included, we’re looking at global search volume of the order of 12-15 million queries / year.

Still interesting, you might think. But then strip out the queries it’s impossible to compete for, and look at the remaining set: what % of those return either the top organic result, a regular search result page (where a screen is present), or a version of the same featured snippet that appears for a typed search? 80%? 90%? I’m betting that the true voice search opportunity that needs a different activity, tactic or strategy to compete for, defined as:

  • Discovery searches you haven’t performed before (i.e. not [weather] and similar)
  • That return good results
  • That are not essentially the same as the result for the typed query

Is less than 1 million searches / year globally at this point.

What market share of ~100k searches / month across all industries do you think your organisation might be able to capture? How much effort is it worth putting into that?

Where I know I’m wrong

My analysis above is quite general and averaged across all industries. There are a few places where there might be specific actions that make sense to make the most of the improvement in and growth of voice control. For example:

  • News / media – might find that there is an opportunity in a growing demand for news summaries and headlines delivered as a result of a voice interaction rather than as e.g. morning TV news (see for example, this stat that the NYTimes news podcast The Daily has more listeners than they ever had print subscribers)
  • Data providers – if you offer proprietary (and defensible) data that has high value for answering certain kinds of queries (e.g. sports league statistics), there could API integration opportunities with attached commercial opportunities
  • Customer success / retention / happiness for consumer companies – there are a bunch of areas where skills / integrations can make sense as a way to keep your customers or users engaged with you / your service / your app. These might perform like searches that no-one else has access to once your users are using your skill. An example of this is grocery shopping.

At the same time, I would be tempted to argue that most of that is not truly search in any particularly meaningful sense.

Of course, it’s completely possible that I’m just wrong on the scale of the opportunity – Andrew Ng of Baidu (formerly of Google Brain) believes that 50% of all (not just mobile) searches will be voice by 2020 (or at least he did in 2016!). I haven’t seen an updated stat from him and while I am inclined to think that’s too high, you might disagree and I would understand if you thought Ng’s credentials and access to deeper data were stronger than mine here! (Note you’ll also see this prediction bandied around a lot attributed to comScore but as far as I can tell, they just repeated Ng’s assertion).

Disagree? Want to argue with me?

Please do – I’d love to hear other opinions – either in the comments below or on twitter where I’m @willcritchlow.

Rokkan welcomes its newest crew of interns


Rachel – Project Management Intern

Where are you from? Houston by way of California
What does the sixth sense mean to you? Intuition!
What do you want to get out of this summer experience?  I want to learn as much as I can and go into different fields and experience it all!

Rylie – Strategy Intern

Where are you from? Oklahoma
What does the sixth sense mean to you? Uniqueness and unique thinking.
What’s an inanimate object you wish was removed from existence? Stop signs in small neighborhoods – just have roundabouts.

Evgeniya – Art Direction Intern

What does the sixth sense mean to you? Relying on your senses but on a new, unique level.
What do you want to get out of this summer? New connections, new friends, a lot of new experience and understand how the company works
What is your favorite office snack? M&Ms.


Katey – Connections Team Intern

Where are you from? Oregon
What does the sixth sense mean to you? Something additional that puts you above the rest.
What do you want to get out of this summer? Skills in data; A fun experience in the city; build connections and friendships.


TJ – Copywriting Intern

Where are you from? Oregon
What’s your favorite office snack? Cold Brew on Tap


Ling Jong – Art Direction Intern

Where are you from? Korea
What does the sixth sense mean to you? What Rokkan stands for
What is your favorite thing about New York? Walking around the street without thinking.

Elaina – Copywriting Intern

What does the sixth sense mean to you? Bringing your own unique value to a brand
What do you want to get out of this summer? Make meaningful connections and take advantage of opportunity
What’s the hottest and least-hottest name?  Hottest name – Ryan Gosling;  Least-hottest name – Gertrude


Sahir – Product Design Intern

What does the sixth sense mean to you? A Spidey-Sense
What do you want to get out of this summer? Work experience and meet a lot of new people
What is your favorite Instagram handle? @crimebydesign


Ray – Experience Design Intern

What does the sixth sense mean to you?  The ability to figure out an insight
What do you want to get out of this summer? Learn how agency life works; workflow; how do different depts. Work together and handle clients
Are you afraid of the Rokkan 15? My team is serious so the group doesn’t eat the snacks


Josh – Product Design Intern

What did you think of the movie, “The Sixth Sense”? What movie?
What do you want to get out of this summer? A great experience and meet like-minded people


Elani – Client Partnership Intern

Where are you from? New York
What does the sixth sense mean to you? Being in the know
What’s the silliest trend right now? The Shoot Dance

Aesop All Stars: Ben O’Connor

We often know an agency by its work, but what about the folk who make it happen? In this series we introduce some of the people behind the scenes at Aesop and find out what makes them tick. Here we meet one of our recent hires, Business Director Ben O’Connor.

After rising through the ranks to Director level at Ogilvy, high flyer Ben’s career really took off at B2B agency Gravity, where he led the Airbus account. Now living the highlife at Aesop, he’s working on brand strategy projects for blue chip clients including Shell at HSBC. The sky’s the limit…

Airbus

 

Where do you draw your creativity from?/What fuels your creativity?
The beauty of working in the creative industry is that you’re able draw inspiration from all around you – a diverse mix of characters and eccentric personalities, joining together to form motivated teams, coming at problems from all sorts of different angles and producing great work off the back of an irresistible client brief. It’s this combination that gets me excited…

How do you employ narrative thinking in your role?
What’s special about narrative thinking is that it combines structure with flexibility, giving true freedom to explore. This makes it easy to employ in all aspects of your everyday role. It attracted me to join Aesop in the first place as it provides a fresh and unique alternative to more traditional approaches. Now on the inside, it’s clear to see that narrative thinking and storytelling are things that the agency treasures both in terms of how we apply it to our client challenges and to understand and appreciate what it means to work here. It’s something that clients (and partners) get immediately making it easy to inspire intrigue and opportunity which, in a world where agencies need to demonstrate value and a clear point of difference, is priceless…

What do success stories look like for you?
Success stories come in many forms but in short it comes down to motivated people and inspired/satisfied clients. The perfect combination.

Check out some of the strategic work Ben will be contributing to here, and stay tuned for our next Aesop All Star.

SearchLove Boston 2018: The Great Big Round Up

On June 7th and 8th, we made our annual return to Boston for our east coast edition of SearchLove. This year’s conference moved to a brand new venue, the newly refurbished Revere hotel, situated in the heart of downtown Boston, just a stone throw from Boston Common. 200 attendees, 15 speakers from across the globe, an endless amount of coffee consumed, all on a single track stage.

This post is a quick-fire summary of the knowledge our speakers had to share plus their slides. Their whole sessions will be available with a DistilledU membership in a couple of weeks’ time. And if you enjoyed all of that you can sign up for reminders to join us next year!

Will Critchlow – ‘From the Horse’s Mouth: What We Can Learn from Google’s Own Words’

  • Early web spam was fine as long as it didn’t make Google look stupid by flooding the SERPs with low-quality sites. As this spiralled out of control, this forced Google to produce more complex algorithms to protect their reputation.
  • Adsense is one of the most underrated things Google has ever done. It incentivised the creation of a vast amount of long-tail content, but it also created the monster that eventually required Panda to fix it.
  • Where is Google going next? Given their recent purchases, Google is (most likely) coming for the cloud computing space.
  • Facebook is going through many of the learning curves that Google has already experienced, e.g. content spam/fake news.

Ruth Burr Reedy – ‘Scaling JSON-LD Using Google Tag Manager’

  • Google doesn’t always pull knowledge panel information from your website.
  • Both Google and Bing have a very clear understanding of markup implemented using JSON-LD, and it is now their preferred method of implementation.
  • Structured data is a massive driver of voice search.

Samantha Noble – ‘Beyond the Reach of Keyword Targeting: The Evolution of Paid Media’

  • Organic clicks are continuing to shift to paid ads.
  • The number of ad extensions has increased significantly, and they can be used in combination with each other improving CTR, quality score and taking up more space in the SERPs. Naming a few we now have:
    • site links
    • structured snippets
    • call/message
    • location
    • affiliate location
    • price (even if it’s free you can put $0)
    • app
    • review
    • promotion
    • previous visits
    • seller/consumer ratings
  • Most search queries now contain four ads at the top of the SERP. But we are now beginning to see four ads at the foot of the SERP as well.
  • We should be thinking about what Google will monetise next. Google Shopping was previously free; now it is only pay to play.
  • 79% of adults online use Facebook. The amount of data Facebook has on us is incredible and allows impressive levels of targeting.
  • Facebook made $40.5 billion in 2017.

Ryan Charles – ‘Newsjacking: How To Add to the Story and Earn Big Links in Real Time’

  • Newsjacking requires agility. Can you build something and ship it within 24 hours for that story?
  • For newsjacking it’s best to have a connection to the story, there are varying degrees of connections required to newsjack. Do you have a unique and original angle? You need this in order for it to land with the audience.
  • Reporters have to generate news 24 hours a day, 365 days a year, they are on the look-out for a story. HARO… Help a reporter out by adding to their story.
  • If you’re looking to newsjack a story, start local. If you see success, this will create a ripple effect into larger news organizations.

Lisa Schneider – ‘The Ecosystem Effect: How Our Social Voice Boosted Our SEO’

  • Merriam-Webster recognized that they were a well-loved brand with a very sleepy social presence.
  • They have a team of people who are passionate about words and wanted to help people understand language better.
  • They used their own search query data to generate interesting social content by identifying new words that were seeing spikes in search volume.
  • Conversations that are happening in your internal Slack channel might be the next best piece of content you produce.

Casie Gillette – ‘The Power of Data: 15 Keys to a Successful Content Strategy’

  • 2 million blog posts are published every single day and 3 days worth of video is uploaded every minute.
  • Over 90% of your traffic will most likely come from less than 10% of your content. Find new and engaging ways to repurpose this content and distribute it further.
  • 27% of search queries are questions. Make sure you are answering the questions your customers are asking. Answerthepublic.com is a great starting place to find these questions, along with Keyword Tool and BuzzSumo.
  • It’s not new or shiny but we still find clients with site search reporting turned off in Google Analytics. Turn on-site search reporting. It shows what customers are looking for!

Bartosz Góralewicz – ‘JavaScript: Looking Past the Hype When the Dust Finally Settles’

  • The absolute minimum JavaScript testing you should be running is to put your site through the Google mobile-friendly test, and Google Search Console fetch and render to see how Google is handling your JavaScript.
  • JavaScript SEO isn’t just a geeky SEO option anymore. All SEOs need to start understanding this as it is impacting the bottom line of companies across all niches.
  • Indexing of modern JavaScript files continues to be a big challenge for Google.
  • Google is working on a new web rendering service that will most likely be rolled out in 2018. This new WRS will allow them to crawl and index JavaScript better than ever before.

Greg Gifford – ‘Zorg’s Tips for Utter Domination Through Local SEO’

  • Any business that has a physical location or that serves a certain area needs Local SEO.
  • What works in one vertical or area, won’t necessarily work in yours. You need to constantly be testing.
  • Pay attention to the annual Local Search Ranking Factors
  • When creating content for Local SEO, read it out loud. It should make sense to a human and read naturally.
  • Citations still work. Your business needs to be listed where Google would expect it to be listed.
  • Respond to every single negative review. This can actually turn potentially lost customers around.
  • Link building sucks, but it matters. The secret is to remember to act like a business rather than an SEO. Look for opportunities:
    • Be involved with local meetups
    • Event sponsorships
    • Sports organization sponsorship
    • Work with local charities
    • Local newspapers

David Levin – ‘Social Content Masterclass: Platform Specificity’

  • 500 million people are watching Facebook videos every single day. Things to consider when producing content for Facebook:
    • Video and more video.
    • Consider the length of your video, use sound where suitable and make sure you offer subtitles as an alternative. Design for sound off, delight with sound on.
    • Be relatable.
    • You need to use paid. Facebook organic reach is limited so put money behind your diamond content.
  • Facebook offers a whole range of content options, from Facebook Live to 360 videos to canvas pages.
  • Video content is just as crucial on Instagram. 300 million users use stories each day.

Emily Grossman – ‘The Marketer’s Guide to Performance Optimization

  • Google’s Speed Update impacts rankings not indexing. It primarily hurts slow pages and does not provide a boost to fast pages.
  • “There’s a difference between optimizing actual site speed and optimizing UX to change a user’s perception of site speed.”
  • Use the Webpagetest, Google Lighthouse, GTmetrix and Pingdom to build a simulation of your site speed.
  • Gather scalable user metrics that will help identify your real pain points by using real user metrics. These can be benchmarked using mPulse, New Relic and Google Performance Observer.
  • Improving site speed involves getting everyone on board. That means simplifying KPIs, clarifying the importance of page performance to everyone in the organization, and tying site speed to actual $$$.

Tom Anthony – ‘Hacking Google: what you can learn from ethical vulnerability research’

  • Use social network login URLs to detect users’ preferred social networks and if they are logged in or not. Use this information to serve custom social sharing icons or even aggressive discounts if you can see they are logged in to a competitor’s site.
  • If you find a security flaw, Google responds pretty quickly. In fact, it took them just 11 minutes to respond to an issue with Google Search Console identified by Tom.
  • Google offers a bug bounty reward system to incentivise hackers and users to report issues.
  • Tom used a flaw in submitting XML sitemaps to have a site with no links ranking for highly competitive transactional terms in just a few days. Disclaimer: Distilled does not condone black hat, and any security flaws were reported to Google.
  • To protect yourself from these types of attack it is recommended to ensure you have no open redirects, have a sitemap with hreflang and media entries, and hide your sitemaps, e.g. LinkedIn.

Chris Savage – ‘The Future of Video is One to One’

  • The future of video is one to one. We’re already living in a world where video content is on the increase, as the cost of producing high-quality footage is on the decrease.
  • Video content is now being used everywhere in the funnel.
  • The latest product from Wista is Soapbox, which allows fast production of high-quality video.
  • Through mobile phones and apps such as SnapChat and Instagram, ordinary people are now producing video content every single day.

Justine Jordan – ‘The State of Email: Insights from 3,000 Marketers’

  • As email marketers, we need to find a balance between our needs and our customer’s needs.
  • 57% of humans report spam because they are sent irrelevant emails or too many emails. 43% unsubscribe because the email didn’t work on their mobile device.
  • Your email is the invitation to the party. Make sure your landing page is the party! It isn’t enough to just get users opening your email.
  • To prevent screen-readers reading out your tabled data, add to the table element  role=”presentation”.
  • Make emails easy to unsubscribe from to prevent users adding you to their spam folder.
  • Don’t trick users with misleading email subject lines.

Dewi Nawasari – ‘Optimizing when Google is your competitor.’

  • Google currently holds more than 80% of total search engine share.
  • Google has over 70 products just for consumers.
  • Google conducts their own form of keyword research to decide which vertical to create unique search results for. Recent examples include flights, hotels, things to do and jobs.
  • As a result, Google takes anywhere between 25-70% of the traffic for any of these unique verticals.

Jes Scholz – ‘Looking Beyond Keywords: From Visual Search to New Realities’

  • 74% of consumers say keyword-based searches are not helping them find the products they want.
  • Optimize the quality of your images for image search.
  • Visitors are 2x more likely to convert if you have user-generated content on your site.
  • Augmented reality presents users with the opportunity to try products before they buy.

Images from SearchLove Boston 2018

Further Write-ups

If you want to read more about SearchLove Boston, you should head over to KoMarketing and check out their write up of SearchLove Boston 2018.

5 places your content is hiding

And how to shine a light on it

If you’re a B2B marketer in any size of business, you’re probably somewhere on the path to digitisation and already using a whole new marketing language. Automated marketing, social CRM, sales-ready leads. It sounds like your job is going to be so much easier, until somebody mentions the word ‘content’.

“We’re going to need a lot of content. Who’s going to write it? How long will it take? What content do we need?”

But did you know that most businesses already have a wealth of valuable content, hiding in plain sight, and it could be engaging your customers. Right now.

Recently at Golley Slater we repurposed the content from our client’s customer magazine, creating an up-to-the-minute blog and social media programme. The content was there. And our client knew where to find it. So, where might your content be hiding?

#1 In your brochures

Product information and images that would normally reside in your brochures can be repurposed as bite-sized facts and visuals. This type of content is useful for social media and email marketing, in particular to target those audiences that are showing certain online behaviours that would indicate a specific product interest.

#2 In your magazine/newsletter

If you have a customer magazine, an in-house magazine, a newsletter, or all three, you’ll have a back catalogue of articles, features and images that can form an excellent basis for a blog. With a bit of careful crafting, longer features can be sliced up into a series of blogs and shorter articles can be stretched and made relevant to current market trends.

#3 In your website

Those pages that lie deep in the third or fourth tier of your nav can be dragged out into the light thanks to progressive personalisation. The niche audiences that these pages were originally written for are identifying themselves as individuals who would welcome the content you have hidden in your website.

#4 In your case studies

Whether they are documented or not, your case studies are the evidence of your success. This year’s trend reports are telling us that awareness of ‘fake news’ has given rise to ‘evidence’ as a fundamental criteria to convince buyers to trust you in 2018.

#5 In your head

The conversations you’re having in your meeting rooms behind closed doors will be littered with current, relevant insights into your market, how you are positioned, and what your audience needs. A good writer will be able to extract these content gems quickly and succinctly and realise their huge potential value for your business.

Good, hard-working, engaging content can be found hiding in almost all businesses. It can be refashioned, updated, brought into the light and made to shine, as part of a first class digitised marketing strategy.

Read about how we completely rebranded and repurposed Bosch Rexroth’s customer magazine and created a brand new, engaging blog.

Bosch Rexroth

Managing the transition to online content

Bosch Rexroth

Magazine repositioning and identity refresh

Bosch Rexroth

Factory of the Future Microsite

Get in touch

Fancy a chat? Whether you’re looking for a fully integrated agency or a specific specialism, we’d love to hear from you.

The post 5 places your content is hiding appeared first on Golley Slater.

Sense takes Gold at IPM awards for Wrap Up London charity campaign

The Institute of Promotional Marketing has named Wrap Up London by Sense the best campaign in the Not For Profit, Charities and Public Sector category at its annual awards ceremony.

Managed by charity Hands On, Wrap Up London is launched each winter to encourage Londoners to donate their old coats to people in need to help prevent cold-related deaths. This year Sense ran the campaign, which involved clothing iconic London statues in red overcoats to draw attention to the cause and boost donations.

Explaining the reason behind giving the campaign an IPM Gold award, the judges said: “Wrap Up London was a startlingly effective pro-bono agency initiative, helping Londoners see the hardest thing to spot: hardship right under their noses.”

Every year, charity Hands On London gathers old, un-needed coats and distributes them to people living in crisis who need them. In 2017, 20,000 coats needed to be collected, a 50% increase over 2016.

“Our solution was to wrap up London’s most famously exposed residents – its statues!” explained Sense Deputy Managing Director Lou Garrod. “We toured the capital clothing iconic figures in toasty red parkas, including statues of the refugee children of Liverpool Street and ambassador for youth addictions, Amy Winehouse. Each statue was wrapped up nice and warm, each with the charity call to action stitched in as a label. Branded comms supported the initiative.

“Millions of Londoners who had passed these statues on auto-pilot almost every day of their lives did a double take. The message was so clear it needed no explaining – just when and where to leave unwanted coats.”

The campaign was highly successful, with an impressive 26,000 coasts being donated to help London’s most vulnerable people, beating the target by over 20%!

Find out more about the 2017 Wrap Up London campaign.

The post Sense takes Gold at IPM awards for Wrap Up London charity campaign appeared first on Sense London.

Generation Z

For nearly a quarter century, the Millennial generation has been written about and discussed at length in management books, blogs, articles and conferences. We all know about Generation Y and its cultural touchstones; Twitter, Vice, Arbnb etc. They were the most tech-savvy generation in history – until the advent of Generation Z. These new kids on the block, who are just entering the work-place are the first truly digital generation. They are never known a world without the Internet.

Generation Z, they are the cohort of young people born from the late 1990s onwards, and are the next lot to come of age after the Millennials (Generation Y) who have dominated the media and marketing landscape, since, well the Millennium.

While Gen Z follows Millennials closely, these two generations are not entirely identical when it comes to the social media networks they visit, the devices they use and how much content they consume.

Get Z have grown up in a world where their options are limitless but their time is not. As such, they’ve adapted quickly to sorting through and assessing enormous amounts of information. Online, they rely heavily on trending pages within apps to collect the most popular recent content. They also turn to trusted curators to locate the most relevant information and entertainment. These tools help Gen Z shrink their potential option set down to a more manageable size.

What defines Generation Z?

It’s hard to define this generation and it would be remiss to attempt to ‘categorise’ them. For example there are young people who are lost, can’t find work and have no sense of hope. Then there are others who are thriving and making a substantial amount of money; selling their apps at 17, Youtube stars, Sapchatters, Instagrammers.

They are the generation of contradictions they seek stability but aren’t loyal. They are a generation who are hard to pin down across the board truths; the only one is they are all digital.

Historically, younger generations have always stirred new ideas into the corporate world, causing some expected ‘irritation’ for older generations,” says Erica Dhawan, a writer, speaker and consultant on next generation leadership. “Yet this time it’s not an attitude problem, it’s a transition in business where globalization and technology have radically changed the game.”

5 facts about Gen Z

  1. According to best-selling author and generations expert David Stillman, you won’t find those in Generation Z frequenting Facebook or Twitter as much as their predecessors. Keenly aware of software monitoring, they are more likely to share their worlds on apps such as Snapchat or Instagram. Often dubbed Digital Natives, Millennials are much more likely to share their lives in the open on platforms such as Facebook.
  2. According to Forbes, social entrepreneurship is important to Generation Z, a group that is driven to volunteer and choose a career in which they can make a difference.
  3. Influencer marketing has become a hot go-to strategy for many brands, and there’s no better generation for this than Generation Z. Snackable, unobtrusive content is key to communicating with them.
  4. The days of sending CVs via traditional formats are long gone. Compared to older generations, Gen Z are eager to use Instagram (59%, compared to 21%), Snapchat (56%, compared to 9%), and Tumblr (17%, compared to 3%) to get into employment.
  5. Ernst & Young ran a multigenerational survey of 1,800 people in the United States in order to gain insights into Gen-Z and found that the majority of them have a ‘do-it-myself’ mentality and a real entrepreneurial spirit. They have seen people their own age create successful companies, and this independent mindset is showing within their attitude to work.

 

 

The post Generation Z appeared first on Tonic Agency.

Savvy Launches New Live Brand Experience Division

Shift in consumer behaviour coupled with a change in consumer expectations drives the need for more memorable live brand experiences… In response to a rapidly changing landscape, leading creative, digital and retail marketing agency Savvy, have today announced the launch …
read more

The post Savvy Launches New Live Brand Experience Division appeared first on Savvy Thinking.

Savvy Continues Success – Scoops Eight Wins at the IPM Awards 2018

Leading creative, digital and retail marketing agency Savvy are delighted to share the news that the agency was announced winner of eight awards at the prestigious IPM Awards in London last night. These awards celebrate promotional marketing excellence across the …
read more

The post Savvy Continues Success – Scoops Eight Wins at the IPM Awards 2018 appeared first on Savvy Thinking.