Bethan Vincent: Beyond Clicks and Keywords: Dispelling Dystopian Futures

Beyond clicks and keywords Dispelling dystopian futures Bethan Vincent, Managing
Partner

@bethanvincent #TuringFest 2

@bethanvincent #TuringFest From the archive of the British Library, F60093-85

@bethanvincent #TuringFest The four horse people of the marketing apocalypse
From the archive of the British Library, 42130, f.182

@bethanvincent #TuringFest Gen AI From the archive of the British
Library, Stowe 17, f.185

@bethanvincent #TuringFest

@bethanvincent #TuringFest Structural inequality From the archive of the British
Library F60093-85

@bethanvincent #TuringFest Death of the free internet From the archive
of the British Library FI.B.41735, G.1

@bethanvincent #TuringFest Audience fragmentation From the archive of the British
Library Royal 18 D. II, f.148

@bethanvincent #TuringFest So what does this mean for you? From
the archive of the British Library, Cotton Claudius D. II, f.116

@bethanvincent #TuringFest 1. Audience ownership, not rental What this solves:
death of free internet, structural inequality, and audience fragmentation

@bethanvincent #TuringFest We are beholden to rent seeking tech giants
From the archive of the British Library, Yates Thompson 3, f.174

@bethanvincent #TuringFest eMarketer via Ascend2 / Oracle, 2022

@bethanvincent #TuringFest Our relationship with audiences relies on trust From
the archive of the British Library, E.93.(9) title page

@bethanvincent #TuringFest 88% of people believe trust is more important
in times of change Salesforce Customer Engagement Trends Report 2023

@bethanvincent #TuringFest What can we do to build trust? •
Consistency • Social proof and real user stories • Opinionated • Good overall experience

@bethanvincent #TuringFest Metrics that used to matter 1. Traffic source
/ volume 2. Impressions 3. Clicks 4. CTR

@bethanvincent #TuringFest Metrics that now matter 1. Returning users 2.
Direct sessions 3. Referral sessions 4. Subscriber rate

@bethanvincent #TuringFest Audiences are increasingly seeking trusted sources of information

@bethanvincent #TuringFest But algorithms are still gatekeepers From the archive
of the British Library, Royal 15 E.I f.357

@bethanvincent #TuringFest What this solves: death of free internet, Gen
AI, audience fragmentation 2. All roads lead to brand

@bethanvincent #TuringFest Most content I read is surface level bad

@bethanvincent #TuringFest Welcome to the world of “solved query spaces”

@bethanvincent #TuringFest Basic information is now a commodity From the
archive of the British Library, Royal 1 E. IX, f.101

@bethanvincent #TuringFest (This means inbound is dead)

@bethanvincent #TuringFest Brand

@bethanvincent #TuringFest Brand salience vs. Brand preference

@bethanvincent #TuringFest Crisps

@bethanvincent #TuringFest Salience is often tactical

@bethanvincent #TuringFest Monzo

@bethanvincent #TuringFest 3. Your future economic value rests on your
taste What this solves: audience fragmentation, structural inequality and AI From the archive of the British Library, Harley 4751, f.41

@bethanvincent #TuringFest “AI is an abstraction layer over lower-level thinking.”
Evan Armstrong, Every

@bethanvincent #TuringFest Do you have taste? From the archive of
the British Library, Royal 20 C. VII, f.199

@bethanvincent #TuringFest User preferences matter too From the archive of
the British Library, IB.6373, f.6

@bethanvincent #TuringFest Skills for an AI age: • Derive new
conclusions by connecting disparate dots • Communicate underlying nuances effectively • Develop and iterate on an idea

@bethanvincent #TuringFest 4. We need to accept we can’t predict
the future What this solves: everything, potentially From the archive of the British Library, Royal 20 B. XX, f.80

@bethanvincent #TuringFest What can we learn from natural systems? From
the archive of the British Library, Royal 16 G. V, f.54v

@bethanvincent #TuringFest Leverage bottom up control Specialisation with multiple connections

@bethanvincent #TuringFest Grow through multiple layers of simplicity Static teams
give way to flexibility

@bethanvincent #TuringFest Organise around self changing rules Expect marketing to
move faster

@bethanvincent #TuringFest • Labour shortages • Massive wage and food
price inflation • Rebellion of the middle classes • Emergence of new technology

@bethanvincent #TuringFest There’s no room for sheep From the archive
of the British Library, 18855, f.109

@bethanvincent #TuringFest Takeaways: • Focus on trust, not content •
Optimise for preference • Define and deliver quality • Diversify your approach

Bethan Vincent: Beyond Clicks and Keywords: Dis...

Bethan Vincent: Beyond Clicks and Keywords: Dispelling Dystopian Futures

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