Almost Timely News, 17 April 2022: Future of Digital Marketing, Analytics Maturity (4/17) :: View in Browser
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What’s On My Mind: The Future of Digital Marketing
My friend Ramon Ray asked a question the other day about the future of digital marketing and listed out a long list of things like Web3, NFTs, cookieless futures, etc. and wanted to know what we all though the future of digital marketing looked like. I’m hesitant to use individual technologies when thinking about the future. Instead, I tend to think about what we as people want, what we as people are going to experience, and what makes companies money.
Let’s start with some obvious macro trends. People have become accustomed to, and expect universally, access to the Internet through a supercomputer they carry around on their person. 15 years ago, Apple introduced the iPhone. It had a 412 Mhz ARM 11 processor, up to 16 GB of internal memory, a single 2 MP camera, and GSM connectivity. Today, Apple’s iPhone 13 Pro Max offers a 6 core CPU at 3.23 Ghz, a 5 core GPU, multiple 12 MP cameras, and 5G connectivity.
To give you a sense of scale, today’s iPhone is more than 15x faster, and the Internet speeds are 15,625 times as fast. These absurd advances are why we say the world is mobile-first now in marketing and user experience – not because marketing wants it to be, but because our customers are literally carrying around supercomputers every day – and expect every digital experience to match the power of the hardware they operate.
Rather than retreat inside a virtual world, we are transforming the real world around us into a computing environment. Our phones are our hybrid interfaces to both worlds; Google Lens can look at a leaf or flower and tell you what kind of plant it is, or translate a sign or a conversation in real-time.
Second, all this ubiquitous, always-on power means we expect absolutely frictionless experiences. Again, I’m not telling you anything you don’t already know. Mega-merchants like Amazon now make it so easy and frictionless to shop that you can yell out loud in your home without ever leaving your couch and order a crate of toilet paper or Ukrainian pickles.
Our tolerance for friction in transactions of any kind has dramatically decreased. Customers perceive wait times for anything as intolerable, and convenience beats loyalty. When the competition is one tap of an app away, you have to bring your A-game every moment of every day. Search engines like Google return knowledge to us in the blink of an eye – and that’s the standard we all have to meet.
Third, artificial intelligence is rewiring our brains. The most powerful, barely-seen technology shaping everything in our heads is the recommendation engine. From movies and shows to social media posts to merchandise, AI is governing how we experience the world. Every time you see a recommendation given to you by something non-human, there’s a good chance that AI is involved in the process. That power can be used for good and evil alike; the power of recommendation engines has killed millions of people by showcasing fake news and disinformation about things like masks and COVID-19 vaccines, causing people to believe incorrect information and not accept life-saving medicine. (to be clear, masks work and COVID-19 vaccines are safe and effective) AI is a hidden intermediary that works through our pocket supercomputers and governs our behaviors.
Thus, we prioritize several key things as consumers, as a population. We like cheap, but we really like and expect fast. We expect frictionless experiences. We display a shocking acceptance of whatever machines recommend to us because artificial intelligence is ultimately helping us think less and still get what we want.
Now, through those lenses, evaluate all the major technologies and trends people are promoting. Let’s take NFTs for example. Are they a fast, mobile-first experience? Sort of. A lot of the app ecosystems around NFTs are still very immature. Are they frictionless? Good heavens no. They’re the opposite of frictionless. They’re a pain to buy because you have to buy a cryptocurrency first and then find an exchange and jump through hoops to acquire them. Do they help you think less? Also most definitely not. Thus, as it stands right now, NFTs are a curiosity and not something to bake into your marketing plans.
What about the cookieless future? Will that impact mobility? No, not really. What about frictionless transactions? It will slow them down for a period of time, but first-party cookies will largely remain unaffected for a while. What will take time for marketers to adjust to is working with less personal data and more with behavioral data – but the savviest marketing organizations will race to adopt behavior-based AI to mitigate these problems – and that in turn will help us create those recommendations consumers love.
Look at every proposed trend and technology through the lenses of mobility, frictionless interactions, and making consumers think less. Machines and technologies are advancing at incredible rates, developing powerful new capabilities, but the flesh and blood humans at the end of the value chain haven’t changed much at all. Align yourself with the things that the humans want, and evaluating up and coming trends and technologies becomes much easier.
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ICYMI: In Case You Missed it
Besides the new Search Console course I’m relentlessly promoting (sorry not sorry), I would recommend reading the piece I did on advancing your analytics maturity.
- You Ask, I Answer: Advancing Analytics Maturity?
- Almost Timely News, 10 April 2022: Ownership, Women-Owned Agencies, Leadership Q&A
- You Ask, I Answer: Best Time to Post for B2B Marketers?
- You Ask, I Answer: Content Intent Measurement?
- You Ask, I Answer: Measurement Strategy for Behavior Change?
- You Ask, I Answer: Presenting Analytics to Non-Analytical People?
- INBOX INSIGHTS, April 13, 2022: Spoil the Ending, Equal Time, The Great Resignation
- {PODCAST} In-Ear Insights: Organizational Change and the Great Resignation
- So What? Social Media Advertising and Attribution
Skill Up With Classes
These are just a few of the classes I have available over at the Trust Insights website that you can take.
Premium
Free
- How to Prove Social Media ROI (new!)
- Fundamentals of Marketing Analytics
- How to Think About Google Analytics 4
- Proving Social Media ROI
- Paradise by the Analytics Dashboard Light: How to Create Impactful Dashboards and Reports
- How to Deliver More Value as an Agency
Get Back to Work!
Folks who post jobs in the free Analytics for Marketers Slack community may have those jobs shared here, too. If you’re looking for work, check out these five most recent open positions, and check out the Slack group for the comprehensive list.
- Senior Account Manager at WebMechanix
- Marketing Manager at TribalVision
- CRM Manager at Erin Condren
- Digital Content Delivery Specialist at CMI
- Content Specialist at AJC
Advertisement: Google Search Console for Marketers
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When you’re done, you’ll have working knowledge of the entire platform and what it can do – and you’ll be ready to start making the most of this valuable marketing tool.
Click/tap here to register – and use discount code ALMOSTTIMELY for $50 off the registration »
Thank You Notes
These are the places you’ve had or mentioned me – on your podcast, on your blog, in your newsletter. Thank you!
- Everything is Measurable in Marketing – MarTech.org
- Why You Need Data In Your PR Strategy – Veracity
- Making Sense of Data Quality Amongst Current Seasonality & Uncertainty
What I’m Reading: Your Stuff
Let’s look at the most interesting content from around the web on topics you care about, some of which you might have even written.
Social Media Marketing
- What is Social Media Automation? 10 Tools to Save Time
- How to Perform a LinkedIn Audit for Brands
- TikTok Expands Test of Downvotes for Video Replies, Adds New Prompts to Highlight its Safety Tools via Social Media Today
Media and Content
- Paid Content Promotion: The Essential Guide
- Skyscraper Content the Right Way: How to Truly Help Readers
- 5 Ways to Quickly Write Blog Posts and Social Media Content SistaSense
SEO, Google, and Paid Media
- Google Discover: What it is and how to get your content in Yoast
- How to become a Shopify SEO expert Yoast
- Google MUM update: What can SEOs expect in the future?
Advertisement: Ukraine Humanitarian Fund
If you’d like to support humanitarian efforts in Ukraine, the National Bank of Ukraine has set up a fund specifically for relief efforts. You can donate using a Visa/Mastercard or Google Pay.
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Tools, Machine Learning, and AI
- Google AI Blog: Simple and Effective Zero-Shot Task-Oriented Dialogue
- Is Quantum Computing the Future of Artificial Intelligence?
- Improving Fairness and Trust in AI Used for College Admissions and Language Translation via UMD Department of Computer Science
Analytics, Stats, and Data Science
- 23 Conversion Rate Optimization Tools for Research, Feedback, Analytics & More
- Google rolling out conversion migration tool for Google Analytics 4
- Google Warns Of Low Realtime Data In Universal Analytics Reports
Advertisement: Inbox Insights Newsletter
If you enjoy this newsletter, you’ll also enjoy Inbox Insights, the Trust Insights newsletter. Every Wednesday, get new perspectives, fresh data you won’t find anywhere else, plus a roundup of content we’ve made for the week, like our podcast and our livestream.
Events I’ll Be At
Here’s where I’m speaking and attending. Say hi if you’re at an event also:
- Spark.me Social Media, June 2022, Montenegro
- MarTech Conference, June 2022, virtual
- MAICON, August 2022, Cleveland, OH – use code PENN150 for $150 off any conference ticket
- MarketingProfs B2B Forum, October 2022, Boston
Events marked with a physical location may become virtual if conditions and safety warrant it.
If you’re an event organizer, let me help your event shine. Visit my speaking page for more details.
Can’t be at an event? Stop by my private Slack group instead, Analytics for Marketers.
How to Stay in Touch
Let’s make sure we’re connected in the places it suits you best. Here’s where you can find different content:
- My blog – daily videos, blog posts, and podcast episodes
- My YouTube channel – daily videos, conference talks, and all things video
- My company, Trust Insights – marketing analytics help
- My podcast, Marketing over Coffee – weekly episodes of what’s worth noting in marketing
- My second podcast, In-Ear Insights – the Trust Insights weekly podcast focused on data and analytics
- On Twitter – multiple daily updates of marketing news
- On LinkedIn – daily videos and news
- On Instagram – personal photos and travels
- My free Slack discussion forum, Analytics for Marketers – open conversations about marketing and analytics
Required Disclosures
Events with links have purchased sponsorships in this newsletter and as a result, I receive direct financial compensation for promoting them.
Advertisements in this newsletter have paid to be promoted, and as a result, I receive direct financial compensation for promoting them.
My company, Trust Insights, maintains business partnerships with companies including, but not limited to, IBM, Cisco Systems, Amazon, Talkwalker, MarketingProfs, MarketMuse, Agorapulse, Hubspot, Informa, Demandbase, The Marketing AI Institute, and others. While links shared from partners are not explicit endorsements, nor do they directly financially benefit Trust Insights, a commercial relationship exists for which Trust Insights may receive indirect financial benefit, and thus I may receive indirect financial benefit from them as well.
Thank You!
Thanks for subscribing and reading this far. I appreciate it. As always, thank you for your support, your attention, and your kindness.
See you next week,
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- Fireside Chat: Geraldine Deruiter on Food, Feminism, and Fury
- Mind Readings: What Makes A Good Conference/Event?
Want to read more like this from Christopher Penn? Get updates here:
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