The future for marketers: creativity, technology and strategy

Paddy Moogan started in SEO in 2005, when keywords on the page, a few hundred words of copy and thousands of links of any quality were enough. Then Google's Caffeine, Panda and Penguin updates arrived, and little of that work survived. At the agency Distilled, Paddy lived through a team having to learn content, outreach and measurement, and in this 2014 talk he describes where he thinks marketing is heading.

You'll learn why Paddy believes the best marketers will sit where strategy, technology and creativity meet, and which three trends are changing their work: algorithms filter what we see, they try to predict what we will want to see, and content is increasingly read on mobile. Paddy shows how Distilled judges content ideas against the six principles of the book Made to Stick, and uses client numbers to explain why you should measure customers and revenue rather than rankings.