Matt: That represents the future. Because we’re in 2020 now.
Matt: Which is basically the future for us because we’re old.
Chris: It is very much so the future.
Matt: Hi, I’m Matt.
Chris: I’m Chris. And this is a Monkey Monday!
Matt: It is. We’re Rusty Monkey. So today, Chris, what are we talking about?
Chris: Well, basically, this episode is entitled ‘Mystic Matt’.
Matt: Mystic Matt? Okay, right.
Chris: Because we’re gonna chat about the future.
Matt: Okay, so I’m 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 - let’s talk online. I mean, we’ve 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 we’ve seen this. Browsers are getting - they’re helping customers, basically, helping protect your identity, your preferences and everything. So we’ve seen browsers like Firefox and those updates, they’re coming out and they’re starting to block some scripts for you. They’re trying to help. They’re trying to stop websites gathering too much information or too much data about you without your consent, without you opting in. So it’s a bit like, some of you might use that private browsing window - I think that’s 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 you’re browsing a computer there, you’re on the internet - what are they gonna - I’m your browser, I’m 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 you’ve 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 it’s gonna protect you - the browser’s gonna protect you - laws like GDPR are gonna protect the consumer, so that you can’t get so easily trapped and spammed and stuff, even if you’ve looked at it.
Chris: So would you say that’s a good thing in general?
Matt: I think it’s good for the consumer. I think it’s possibly challenging for some people who rely solely on that marketing model. So if your existing online marketing looks very much like, ‘Hey, let’s advertise over here, let’s bring you to the website, then let’s kinda track you, monitor you, measure you, resell to you, without your permission,’ that’s 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 - that’s gonna remain really important, and the power of providing really good content that connects with your audience is really important as well. If you’re creating stuff that your audience cares about then they won’t 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 it’s 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 he’s just constantly getting it to play whatever song. He’s gonna drive our guitarist mad for a while. He’s like 3 or 4, so in 10 years time when he’s 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, it’s sort of interesting. Because 10 years ago, 10-15 years ago, Google didn’t 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 we’re using at the moment, they’re gonna become more and more difficult. And they already are, if you look at Google’s paid advertising platform. It’s already a race to the bottom. It’s something we’ve talked about before. There are still opportunities there with some very longtail and Answer Bank question stuff - again, if you’re 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 they’re 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 didn’t go off, it’s fine - Siri didn’t hear me.
Chris: Well, very good. Well that’s a look into the future.
Matt: We may do another ‘Mystic Matt’.
Chris: Yes, and we’ll see if we’ve been correct in 10 years’ time.
Matt: Yes, we’ll come back greyer and fatter, and see how correct we were.
Chris: Alright, we better go. Seeya later.