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Practice English Speaking&Listening with: Season 2 | Episode 17 | The future of online marketing

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Matt: That represents the future. Because were in 2020 now.

Chris: Yes. Matt: Which is basically the future for us

because were old. Chris: It is very much so the future.

Matt: Hi, Im Matt. Chris: Im Chris. And this is a Monkey Monday!

Matt: It is. Were Rusty Monkey. So today, Chris, what are we talking about?

Chris: Well, basically, this episode is entitledMystic Matt’.

Matt: Mystic Matt? Okay, right. Chris: Because were gonna chat about the

future. Matt: Okay, so Im going to tap into my

psychic powers then. Chris: What do you think is going to happen

to branding and marketing and all that kind of stuff in 2020?

Matt: Well particularly with online stuff - lets talk online. I mean, weve been

looking at some of the trends, and what we think is on the horizon or definitely over

the next - towards the next decade, definitely a few things are probably going to change

[definitely probably]. So one of the big things is the way browsers are working nowadays.

And weve seen this. Browsers are getting - theyre helping customers, basically,

helping protect your identity, your preferences and everything. So weve seen browsers like

Firefox and those updates, theyre coming out and theyre starting to block some scripts

for you. Theyre trying to help. Theyre trying to stop websites gathering too much

information or too much data about you without your consent, without you opting in. So its

a bit like, some of you might use that private browsing window - I think thats gonna become

a bit more of the norm, a little bit like how https - secure websites - has become the

norm. So in doing so, what sort of things are they gonna start protecting you - pretend

youre browsing a computer there, youre on the internet - what are they gonna - Im

your browser, Im Firefox. How am I gonna protect you? Well, I might start stopping

some scripts - in fact, I already am stopping certain scripts - but maybe I might start

stopping other things without your consent, perhaps the Facebook Pixel that gathers data,

the Amazon stuff - so you know when you go on Amazon and you look at some pillows and

then every website that you go to that has that remarketing will advertise those same

pillows, even if youve bought them.

So what we believe is going to happen is that the future is probably going to be much more

opt-in for marketing, so its gonna protect you - the browsers gonna protect you - laws

like GDPR are gonna protect the consumer, so that you cant get so easily trapped

and spammed and stuff, even if youve looked at it.

Chris: So would you say thats a good thing in general?

Matt: I think its good for the consumer. I think its possibly challenging for some

people who rely solely on that marketing model. So if your existing online marketing looks

very much like, ‘Hey, lets advertise over here, lets bring you to the website,

then lets kinda track you, monitor you, measure you, resell to you, without your permission,’

thats probably going to become more challenging, we believe anyway.

So the answer really is to start encouraging that opt-in. I think the power of building

your audience and newsletters - thats gonna remain really important, and the power of

providing really good content that connects with your audience is really important as

well. If youre creating stuff that your audience cares about then they wont mind

opting in to get that information.

Chris: And I watched a video online from Gary Vaynerchuk - who swears quite a lot - but

he said that in 10 years time you will just be asking Alexa to get you a lawyer or a florist,

and that is just gonna be an answer of one. So you need to work on your brand to be the

top of the pile straightaway. Or its going to become very very expensive.

Matt: Yeah, all of the voice technology - I mean, the guitarist in our band, his son has

an Alexa, and hes just constantly getting it to play whatever song. Hes gonna drive

our guitarist mad for a while. Hes like 3 or 4, so in 10 years time when hes a

teenager, and in 15 years time, how are they gonna be connecting with you and how do you

get them to be interested in you as a company and buy your goods and services.

Chris: Yeah, its sort of interesting. Because 10 years ago, 10-15 years ago, Google didnt

exist, and everyone was quite happily buying adverts in newspapers and what have you, and

TV, and then everything changed. So everything could change in the next 10 years again.

Matt: Yeah, so some of these advertising models that were using at the moment, theyre

gonna become more and more difficult. And they already are, if you look at Googles

paid advertising platform. Its already a race to the bottom. Its something weve

talked about before. There are still opportunities there with some very longtail and Answer Bank

question stuff - again, if youre not sure of these phrases, go back and look at some

old vlogs. We talk about this stuff a lot. So there are still opportunities there with

paid, but I think as all of that voice technology moves on and the browsers protect you more

and more, the answer is probably going to be investing in brand, understanding your

audience and really producing good content that theyre gonna connect with and to be

that - you wanna be that name that people recognise - so when people are thinking of

a lawyer, they think of you first. And they ask for Chris Goor Lawyer Services, as opposed

to, you know, ‘Siri, find me a lawyer,’ - my phone is down there, it didnt go off,

its fine - Siri didnt hear me.

Chris: Well, very good. Well thats a look into the future.

Matt: We may do anotherMystic Matt’. Chris: Yes, and well see if weve been

correct in 10 yearstime. Matt: Yes, well come back greyer and fatter,

and see how correct we were. Chris: Alright, we better go. Seeya later.

Matt: Seeya.

The Description of Season 2 | Episode 17 | The future of online marketing