Will Critchlow's Posts



You’ve Got 24 Hours: Ready, Set, Get Learning

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The best things in life are free, right? That’s why we’re excited to be swinging open the doors to our online training platform, DistilledU once more for another worldwide virtual Open Day next Wednesday 3rd December. On this day you’ll be able to access the whole thing for free.

So whether you want to knuckle down on your Technical SEO skills or pick up some pointers on on-page optimisation, DistilledU’s knowledge bytes (ahem) will be ready and waiting for you. And you won’t have to spend a penny.

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Is Voice the Next Big Thing in Mobile?

Any marketer worth their salt is paying attention to trends in mobile right now. The ubiquity of mobile means it can no longer be forgotten or treated as a separate part of marketing. In fact, as I argued in my latest SearchLove presentation, we are now increasingly facing a situation where online marketing is mobile marketing.

And so I was intrigued by a post from Benedict Evans last month. Here, he argues that we are on the cusp of big changes in the use of voice for mobile. By ‘voice’, he means speaking into your mobile phone to send messages, make calls and perform a range of tasks like web searches. While speech recognition has been around in some form for years, recent improvements in the processing power of phones, the sophistication of speech recognition algorithms and the increasing network speeds of LTE / 4G have combined to start some interesting trends.

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A New CEO at Distilled

In order to avoid any confusion, I thought I’d start with the facts:

Last month, Will Critchlow took the reins as CEO of Distilled. Co-founder Duncan Morris is moving to become Chairman and will be bolstering our growing investment in R&D.

That’s the punchline, but I’m sure it raises as many questions as it answers. I’ll do my best to answer them, but first, a personal note:

Duncan and I have been best friends since high school. I’m godfather to his son. Building a business together has been our driving ambition since we were teenagers. Anyone who has seen close personal relationships mixed with business will be pleased to know that Duncan and I remain as close as we always have been. We’re good. Both of us are happy. We have big ambitions for the future.

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A Beginner’s Guide to TV Advertising

In the middle of last year, I began the research that would ultimately lead to me giving a presentation at “Distilledathon” (our company conference) about my vision for the future of marketing.

I have long believed that the skills our teams have developed - guided by a deep-seated desire to build our clients’ businesses - were becoming more powerful.

Mark Suster Changed My Thinking

We originally got into search as a way of building our clients’ businesses effectively. In recent years, we’ve pushed hard to define the way we do search marketing with a heavy emphasis on the marketing. In September last year, I travelled to San Diego for our Searchlove conference and watched Mark Suster give a presentation that has had more impact on my thinking than any other presentation I remember.

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Your TV is Just Another Screen

Superbowl fans

With the Superbowl just around the corner, we thought it was a great time to start talking about the role TV advertising plays in our vision of the future of marketing.

Over the next month, Distilled is publishing a series of articles on this topic along with a detailed report on the impact we believe it will have on digital. You can tune into the full report over here

I’d be shocked if there is a marketer on the planet who hasn’t been following the growth in mobile but over the last 6 months I’ve been starting to think that the battle for the biggest screens in our homes may be more disruptive to marketing than the battle for the smallest screens.

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