Digital marketing is dead: Survival tips for what comes next

Brand websites are built for transactions, and nobody visits them of their own accord. People spend their time on platforms, and brands buy that attention to drag them away. Jono Alderson has worked in agencies and at marketing tool vendors, on everything from technical SEO to futurism. In this talk he explains why he thinks the tactics digital marketing is built on are about to stop working.

You'll learn what distributed content and in-app checkout on Instagram mean for website traffic and analytics, why voice assistants and services that choose on the customer's behalf can't be interrupted by an ad, and the three criteria such systems may use to decide whether your brand even makes the shortlist. Jono proposes measuring success in what he calls "brand currency" and shows why Procter & Gamble and Coca-Cola don't sell anything on their own websites.