Beyond Permission - Will Critchlow

Will Critchlow @willcritchlow Distilled

BEYOND PERMISSION

I’m a marketer. I specialize in digital

MARKETER. I specialize in digital.

I’m a


3 BIG TRENDS


SCREEN Your TV is just a

MOBILE anymore

There’s no such thing as

EVERYTHING we see

Robots are filtering

CONTENT MARKETING But I’m going to show you why

Search and Social have driven

LOYALTY is key

THE FUTURE OF TV And the Golden Age of Digital

People love watching video

But the TV is just another screen –

we can watch anything on it

And some of the online services are really popular

MORE CHOICE and more convenience

Viewers mainly get

FLOOD OF MONEY to digital

We are about to see the next great

And the future of TV advertising is not (necessarily)

digital video advertising

And there is an open question of who

will be the “AdWords” of brand advertising

It could be YouTube. It could be Facebook.

CREATIVE will be crucial

Whoever it is, we believe that the

BIGGEST BRANDS will be built online

Tomorrow’s

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

THINK BACK 10 YEARS

We did email on our phones

2003: the iconic blackberry was released

We had “broadband”

Source: Ofcom and thinkbroadband.com

0

1

2

3

4

5

6

7

8

2003 2013

Average broadband speed M

bps

The first version of skype was released

but YouTube was still 2 years away

BUT THERE WAS A YEAR OF

THE MOBILE

The iPod revolutionised an industry

Source: Business Insider

The iPhone makes it look slow


Then came the iPad


Wow! Android


…and it keeps going.


We need to look at the PC market to

understand what’s really happening

Before I was born, systems I’ve never used ruled the earth


When I was young, we saw the rise and fall of Amiga, Atari, Commodore


Through school, university and early work, it was a two-horse race (being kind to Apple)


Now: Same old, same old


Unless you add in iPad and Android


0

2500

2000 2014

Global install base (m)

2000

1500

1000

500

Source: Gartner, a16z

Corporate PCs Consumer PCs iOS & Android

Mobile devices get more like PCs

PCs get more like mobile devices

FASTER

BETTER BROWSING

EASIER

PURCHASES

TOUCH

APP STORES

INSTANT ON

We have seamless, sync’ed access everywhere Already: Dropbox, Evernote, Google Apps / Android, iCloud, Instapaper, Kindle whispersync

Via Think Insights

We don’t use mobile devices just because we have to

So this all means more control?

Who watches commercials if you can avoid them?

For a while, RSS was the answer

The robots are here

We’re used to spam filters

But we may have not realized how many there are

Priority inbox and Edgerank hide things we don’t interact with

Not everything gets here…

…or here

Even when we’ve asked for it

Personalization is a form of filtering

london tube stations

Old query model

explicit query

New query model

explicit query

iPhone user, on street in London implicit query

london tube stations

Query =

Explicit Query +

Implicit Query

TIME

TOTA

L SI

GN

AL IN

FORM

ATIO

N

Explicit Signal

Query Scale

TIME

TOTA

L SI

GN

AL IN

FORM

ATIO

N

Explicit Signal Implicit Signal

Query Scale

TIME

TOTA

L SI

GN

AL IN

FORM

ATIO

N


Query Scale

TIME

TOTA

L SI

GN

AL IN

FORM

ATIO

N


Query Scale

TIME

TOTA

L SI

GN

AL IN

FORM

ATIO

N


Query Scale

PERMISSION MARKETING

is no longer enough

All this means that

LOYALTY. Your new goal is

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.

This is why brands are investing in content

Check out our report: distilled.net/brandopolis

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

BEYOND PERMISSION Will Critchlow @willcritchlow Distilled [email protected]