Technology is changing at an incredible pace, which makes it challenging to stay on top of the latest trends. New technology is constantly changing the way we interact with the world, and consequently, how businesses should effectively market to their audience. Also, probably not helped by our own ineptitude, in the keeping up to date stakes.Let’s face it, digital marketers are up there with social workers, traffic wardens and lawyers in the popularity game these days. Remember geek chic? Wasn’t that grand? The big question is, can we recover our “cool career” reputation or are we so thoroughly fenced in by “techies to the left of me, jokers to the right” and the long arm of the law on our backs.This talk will explore three key themes that are/or will change our world and what marketers need to know about them, if we are once again – to make friends and not alienate people.

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ENTER THE VOID:
MARKETING IN A WORLD
OF F**KED UP
TECHNOLOGY

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Aiden_ _Carroll
linkedin.com/in/aidencarroll
aiden@thecoloringindepartment.com
thecoloringindepartment.com

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What’s on the menu
Seduction & Sales
Facebook & Friends Hate You So Much
Google Hates You Even More
You Aren’t Even Safe - From The Law
Free Stuff For You

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Let’s Start Here Shall We?

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Seduction

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Sales

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Our Competitors
Traffic Wardens
Lawyers
Politicians
Social Workers

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Ok, We Aren’t Loved? But Why Now?
What are the key
messages?
Which Search Engines are we
getting traction with ? e.g.
Google, Bing, Yahoo. How many
users are coming from organic
search, which pages they visited,
and if they converted or not.
Election
Campaigns
What are the key
messages?
Which Search Engines are we
getting traction with ? e.g.
Google, Bing, Yahoo. How many
users are coming from organic
search, which pages they visited,
and if they converted or not.Data Collection
What are the key
messages?
Which Search Engines are we
getting traction with ? e.g.
Google, Bing, Yahoo. How many
users are coming from organic
search, which pages they visited,
and if they converted or not.
Targeting &
Personalisation
What are the key
messages?
Which Search Engines are we
getting traction with ? e.g.
Google, Bing, Yahoo. How many
users are coming from organic
search, which pages they visited,
and if they converted or not.
Privacy Concerns
What are the key
messages?
Which Search Engines are we
getting traction with ? e.g.
Google, Bing, Yahoo. How many
users are coming from organic
search, which pages they visited,
and if they converted or not.Data Leaks
What are the key
messages?
Which Search Engines are we
getting traction with ? e.g.
Google, Bing, Yahoo. How many
users are coming from organic
search, which pages they visited,
and if they converted or not.Fake Content

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So You’d Think We’d Need A Bit Of Support

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Instead We’ve Got This

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In Short
What Are We Going To Do About It, Respectively
The News Feed Is Not Your Friend
Death By Data
Fake News, Bad Videos & Content Spam

15. INSERT INSTRUCTOR NAME
TITLE, COMPANY
© THE COLORING IN DEPARTMENT 2018 @ColoringIn
Wantaloadof
templatestodothis?
YEAHYADO!
The News Feed Is
Not Your Friend

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The Newsfeed

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What They Tried

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Then They Failed

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What They -ARE- doing however…
“back-and-forth
discussion.”

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Is -LESS- Branded Owned Content

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The Death Of Facebook Ads
What’s the point of
the report?
You want to isolate organic
traffic from the website to
see how your SEO strategy is
working for you.
The competition for prime
placements is sure to
increase given that News
Feed is now a magical
vortex of friendship and
happiness.

22. Wantaloadof
templatestodothis?
YEAHYADO!
Fake News,
Bad Videos &
Content Spam
© THE COLORING IN DEPARTMENT 2018 @ColoringIn

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Panic!
(verb) - Something you do at
the disco
Person 1: I completely
panicked the other day.
Person 2: I didn't know you
went to the disco!

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“Fake News” Is A Problem
NICK CLEGG

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EQUALLY - FACEBOOK CAN’T FIX IT

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It’s Trying Though (Sort Of)

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And It Sure As Hell
Doesn’t Care (Privately)
HOLD ON…
I’M SEARCHING
FOR A FUCK TO
GIVE

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Because The Problem Is The CORE Product

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TITLE, COMPANY
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Wantaloadof
templatestodothis?
YEAHYADO!
Death By Data

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Everyone Makes Mistakes
HOARDING
DATA
SELLING IT
TO YOU
FUDGING
THE
NUMBERS

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Hoarding Data

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Selling It To You (& Others)

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Which Is Entirely Legal!

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And We Do It All The Time

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However, Our Success Has Been Overestimated

36. INSERT INSTRUCTOR NAME
TITLE, COMPANY
© THE COLORING IN DEPARTMENT 2018 @ColoringIn
Wantaloadof
templatestodothis?
YEAHYADO!
What Are We
Going To Do?

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You Can Rig Engagement (& Video)

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You Can Exploit The Algorithm
I DON’T ALWAYS SCREW
UP MEMES
BUT WHEN I DO
FACEBOOK LOVES IT

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Video - Which Is Also Now Weirdly Segregated

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KILL The Short Form (Crappy Content)

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STOP Propping Up Rubbish

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Land Grab (& Be Emotional)

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OR - Bin It & Move To Instagram

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In short
Who Needs Websites Anyway
What Even Is An Advert These Days
No News Is Good News
Bye Bye Data, Bye Bye
What Are We Going To Do About It, Respectively

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Fine, Gotcha, An Answer

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Hmm, This Is Useful

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Ok, I Don’t Need The Website Now

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Definitely - Don’t Need The Website Now

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But Pub Quizzes Just Got Easier
NAIL IT
VICTORY!
NAIL IT
SORTA

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Answers Are Definitely Not Always Correct

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Google Wins, You Lose (Loser)

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Now vs Later (Probably)

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But Is Likely To Be Combined
• A title
• Text from the paid result
• A link to a landing page from the paid result into the
combined content item
• The combine items may also includ other information
associated with the brand, such as:
• A map to retail locations associated with brand retail
presence.
• Retail location information associated with the brand
Which Contains

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Guarding The News

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Delicious & Nutricious

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And Not So Much

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Why Should We Care?
For example, from a credibility standpoint, does the site:
• Publish false content.
• Gather and present information responsibly.
• Correct or clarify errors.
• Handle the difference between news and opinion responsibly.
• Avoid deceptive headlines.
And from a transparency standpoint, does the site:
• Disclose ownership and financing.
• Clearly label advertising.
• Reveal who is in charge, including conflicts of interest.
• Provide information about content creators.

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GDPR…..yes that again

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Aug 1st 2016- Aug 31st 2016 :)

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July 1st - July 31st 2016 ….FML

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Do Your Research

69. How can we make
this easy?
Provide headers above each metric and data
item. Display the search engines in a pie chart
format, for any goals, provide the data as a %
point AND real number of conversions, use a
bar chart to show the pages users visit. Add
a calendar icon so the reader can change
the dates, and an option to switch between
reporting views. Done!
© THE COLORING IN DEPARTMENT 2018 @ColoringIn
Schema May Not End Up That Easy

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Quality Rater Guidelines

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Help The People Out

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FIX Your Data Retention Settings - NOWFIX Your Data Retention Settings - NOW

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BUT GOOGLE REFUSES TO CALL IT A SEARCH
ENGINE
DuckDuckGo is up 50%

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In Short
What Are We Going To Do About It All
GDPARGH!
It’s My IPy & I’ll Cry If I Want To
It’s So Not Our Problem

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Data Protection

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Nine obligations for digital marketers
CONSENT PURPOSE
LIMITATION
NOTIFICATION
ACCESS &
CORRECTION
ACCURACY
PROTECTION
RETENTION
TRANSFER
LIMITATION
OPENNESS

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CONSENT
Ensure you have appropriate consent before you use any consumer data for marketing purposes
STATED USE
Only use data for the purpose for which it is provided.
HONOUR CUSTOMER PREFERENCES
Honour each customer’s data preferences.
ACCURACY
Ensure that any data held is accurate.
UP TO DATE
Ensure that any data you use for marketing purposes is up to date.
SECURITY
Ensure appropriate data security.
STAFF TRAINING
Train your staff to handle the data appropriately.
Looking After Your List: Your Obligations

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IT’S MY IPY &
I’LL CRY IF I
WANT TO

81. ARTICLE 11
COPYRIGHT
FOR PRESS
PUBLISHERS
ARTICLE 13
PLATFORM
LIABILITY FOR
USER GENERATED
CONTENT
© THE COLORING IN DEPARTMENT 2018 @ColoringIn
Articles 11 & 13

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Someone Isn’t Happy…

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Things To Watch
PLATFORM
LIABLE UGC
1
LICENSE FEES
FOR PRESS
2
AMENDS ARE
SO FAR,
MINOR
3

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IT’S SO NOT
OUR PROBLEM

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Let Me Introduce You To My Friend
The State Of California
AND - The California
Consumer Privacy Act
Famous for:
•Hollywood
•Google
•Facebook
•Oranges

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In A Nutshell
The Movement Is Spreading Quickly
Wakey Wakey, Eggs & Bakey
Data As A Civil Right
Data Costs & Is Worth Dollars

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Enjoy Bitches
1st January
2020

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• Ensure your cookie policies are
thorough and open
Cookie and Privacy policies
• Always consider – if you’d feel comfortable explaining
to a customer ‘why they are seeing your message’
Openness
• Ensure the clauses you use are easy to interpret
• Highlight the benefits of giving you permission
to collect data
Clear communication
Transparency - Guiding principles

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• What data am I collecting?
• What am I using this data for?
• How hard is it for my customers to find out what I’m
collecting?
• What is the benefit to the consumer of collecting
their data?
Transparency -Key Questions to ask

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• Give the user control over exactly what data is
being collected and used
User control
• Allow the user to easily opt-out of their
data being collected or used
Easy opt-out
• If your service includes the user inputting content, give them
the option to download this if they wish to take it elsewhere
Download data
Control - Guiding principles

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Transparency -Key Questions to ask
• How many clicks does it take for a user
to change their settings?
• Do I need to collect all of the data, or
could I be more restrictive?
• Do I allow consumers to use my service in
‘private’ mode?

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•Ensure you are using encryption methods which exceed the
local legal requirements
•If the data is moving across devices, make sure that you have
multiple layers of security
Encryption
•Ensure that you know where your data is being stored, and if
it’s multiple locations
•Check which country the data is being stored in
Storage
•How will you detect if there has been a security threat
•Have a clear procedure
Threat detection
Security - Guiding principles

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• Do I have appropriate security
measures in place?
• Where am I storing the data?
• Is there encryption on the data? If so, what
layers of security do you enforce?
• Does my security policy meet local government
regulations?
• Do I have a clear policy in place in the event of
a breach
Security -Key Questions to ask

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As for copyright - FIGHT BACK

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Privacy is now on our minds

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Social Media is going nowhere

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And I, EEEEEE IIIII Will Always Love You
© THE COLORING IN DEPARTMENT 2018 @ColoringIn

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Want a load of
templates to do this?
YEAH YA DO!
Go here:
https://bit.ly/2Opq8BA