Presentations by Benedict Evans: The Great Unbundling

These surprising marketing facts will have you rethinking your recruitment marketing strategy! How many of these little-known marketing facts do you know?

Lots of great data points on Vox's wrap up of 2019 tech trends. The most interesting one is how tech talent is continuing to cluster around a handful of cities. This blows my mind. We all know how expensive it is to hire in the obvious cities, so you'd assume companies would look beyond those cities for talent (and a steep discount), but that's not happening. Might be a good chart to show the hiring manager who asks why it's so hard to hire in Boston, SF and Seattle

NYTimes has a bunch of data on how people's internet use has changed since their lockdowns. This might be useful as you plan how you reach out to people in a COVID world. My big takeaway is that where phone-driven apps had been growing steadily, the fact that we're all locked at home with our laptops and TV means that they are taking up a LOT more of our screen time.

There's always a contingent looking "ahead" at cool marketing tactics. For them, I ask: are you thinking about interactive marketing yet? Be they games, AR/VR, even "choose your own adventure"-type story-telling, getting people to make choices within your marketing makes your messages more engaging and memorable. Okay, I scared you with the AR/VR thing, sorry. But quizzes count (sorta). And what if instead of "a day in the life" video, you let people choose what the employee was going to do? Get coffee or prep for the meeting? Research a client via Google or other channel? Make a series of options that people can choose and see the impact those choices make in their day. Maybe double down and work with your instruction-design people (assuming you have one of those) to show how each choice suggests that the candidate is or isn't a likely fit with your brand (without being ham-fisted about it).

Interesting LinkedIn Stats. My fave? Pinterest is FAR MORE trusted than Facebook. I bring this up because FB is about to be a VERY problematic place to run ads, I believe.

What kind of "live" videos work for people? Here are some ideas from the consumer side.

PathMotion took a look at all the bot-driven conversations on its platforms to see what candidates wanted to know more about. This isn't what candidates said they wanted, it's what they asked for, so if you don't know what to add to your career site and social channels, this is a solid starting point for a content map. I will caution and say that Universum's data (day job alert!) agrees with a lot of these conclusions, they aren't equally true across the board for all audiences. Just keep that in mind.

From digital ad spend overtaking traditional and the growth of mobile to the most resilient advertising channels during the Covid-19 pandemic, here are 13 stats that show how advertising is changing in 2020 and beyond.Here are some stats which (once you get beyond the obvious), show you how much the ad market has changed in the last 6 months. For example, mobile isn’t big, it’s bigger than anything else (so you need a mobile strategy, and relying on “programmatic” isn’t enough). Google’s ad revenue went down for the first time… ever. Podcasting keeps growing. E-sports is a real thing. And expect that digital will dominate out-of-home ads.

How will data, its role in advertising and marketing, and the relationship that businesses have with it evolve in 2021?