From Christmas 2017 to Content Marketing in 2018 and Beyond

Paul Boag

This week on the Boagworld Show we get Christmassy, talk about tech purchases for the post-Christmas sales and look ahead to 2018.

Skip to 2018 Tech, Future of Content Marketing, Trends for 2018 or Mentioned Links.

This weeks show is sponsored by Stockio and Gather Content.

This week on the Boagworld Show Paul and Marcus get Christmassy and gaze into their 2018 crystal ball.

Paul: Hello and welcome to the Boagworld show the podcast about all aspects of digital design, development and strategy. My name is Paul Boag and joining me as always is Marcus, with a beer, Lillington.

Marcus: Hmmm, yes it’s Christmas time and we are in the same room.

Paul: I know right! That beer mind it looks very dodgy. It looks like some cheap knockoff beer.

Marcus: This is Birra Moretti, it’s a famous Italian beer.

Paul: Oh, is it?

Marcus: It’s very nice.

Paul: Oh. It looks…

Marcus: It’s Christmas time.

Paul: It’s Christmas.

Marcus: Yay.

Paul: Your office is so Christmassy as well! You really put a lot of effort into it haven’t you?

Marcus: No.

Paul: No.

Marcus: Drink the beer Paul.

Paul: Okay, I’m sorry if this podcast is interrupting your drinking.

Marcus: Thats very nice. I don’t normally do this at all.

Paul: It’s so good to be sitting opposite you.

Marcus: I know, it is good because we won’t have any of the volume problems that we’ve been having that people are complaining about Paul.

Paul: They are complaining about the volume of your intro music. That’s only because you are going up and down like…

Marcus: That’s only because you are going up and down like…

Paul: No, don’t blame me. It’s your music, you know it is.

Marcus: I know the truth.

Paul: Everybody says very specifically that it is the music that’s the problem. They so do.

Marcus: It’s not, it’s not, it’s not.

Paul: They so do and you constantly ignore them. This show is going to be much harder for my wife to transcribe because we are talking across each other because we haven’t got any Skype delays today.

Marcus: Yes, I don’t have to kind of worry. I… Are…

Paul: Yeah, none of that. So it’s Christmas.

Marcus: Yes. And what does that mean Paul?

Paul: I don’t really know. It feels… Do you know what it means? It means I am under enormous pressure to do an entertaining Christmas special and I’ve got nothing.

Marcus: I read earlier that you’ve actually finished work. I read it on the slack channel.

Paul: Yes, it’s true.

Marcus: I hate you.

Paul: This is the last thing, in fact yesterday… So, I taught a couple of workshops at the beginning of the week, yesterday I had a blog post to write and it was, you know, and so I did that. And then today is this, this is my entire working day today and I don’t go back until 8th January.

Marcus: Eighth!

Paul: Yeah. Eighth of January is my first day back. That said I am…

Marcus: You know how to sort of make people hate you and you know, not want to listen to the show any more.

Paul: Yes exactly, but no…

Marcus: I’ve got a week off.

Paul: No. Because over that period…

Marcus: No, no, yeah, what?

Paul: … I’ve still got retainer clients and those clients can still book meetings with me. So there is a small handful of extra special people who I am always there for.

Marcus: Right. And will they?

Paul: Probably not. I hope not! (Laughter) Although if they listen to this show and I was them I would do it on purpose.

Marcus: See this as an opportunity.

Paul: I’d book a meeting for Christmas Eve and then accidentally forget about it. That’s what I would do. Preferably at eight in the morning

Marcus: I was thinking more on Christmas morning actually.

Paul: Eight in the morning on Christmas morning, yeah.

Marcus: Yeah, then may be another one on Boxing Day. Lunchtime probably.

Paul: What you do is when they forget to turn up for the one on Christmas Day they then rebook it for Boxing Day.

Marcus: Yeah, that’s right. Because you won’t be doing any lunchtime things or seeing family. I think I’d just do them all at around yeah, 2 o’clock in the afternoon.

Paul: Do you know what, this Boxing Day I won’t be seeing any family. We are being very antisocial this Christmas.

Marcus: Always the best plan. Have as many, anyone can come on Christmas day, within reason, and then after that…

Paul: It’s even better this Christmas Day that we are going to my parents who only live just round the corner and they are cooking for us and they are doing the whole Christmas thing.

Marcus: I really like doing Christmas at home.

Paul: Do you?

Marcus: Yes. And actually not really going anywhere at all, that is the point. I do not want to have to go and see auntie Mabel on the Tuesday…

Paul: I totally agree with that.

Marcus: … And then we got to go and see Uncle so and so on the… I can remember, I’m not the kind to put my foot down kind of person, never have been but I can remember doing it when I was about 25, 26…

Paul: Yeah, I did the same.

Marcus: … I’m not doing this anymore. They can come and see us if they want to…

Paul: I did exactly the same.

Marcus: … On Christmas Day, everyone, massive table, huge feast, blah, blah, blah. And then after that it is my holiday.

Paul: Yeah, I am pretty much the same except for when they offer to do all the cooking on Christmas Day and they live just round the corner.

Marcus: Once in awhile we will do that but I like, yeah, at home.

Paul: I know what you mean! Especially once you have kids I think.

Marcus: We’ve got grandkids as well now. So to little tiny tots coming round.

Paul: You are going to have loads. How many people are you feeding Christmas Day then?

Marcus: 14 or 15, I’m not sure.

Paul: Corr. It’s all well and good for you because I bet you don’t cook.

Marcus: I do all the meat.

Paul: Oh, do you? That’s fair enough.

Marcus: Caroline does all the veggies and my sister-in-law Helen will do the starters sort of bring…

Paul: Oh, so it is a communal effort.

Marcus: Yeah, yeah. But it is still mad.

Paul: So my Christmas always consists of certain things that always happen over my Christmas. I always have a Christmas game. Do you have a Christmas game? Do you do Christmas games?

Marcus: Oh what, we play games.

Paul: No, no, no. Not charades and all that crap. I mean I always… When I break for Christmas I always have like a PS4 title or an Xbox title or whatever that I play over the Christmas period.

Marcus: Yes and no because I am very picky about games.

Paul: Well so am I actually.

Marcus: But we all always play games on Christmas Day. And it’s not charades it’s more… we will play proper poker, money in the box poker…

Paul: Ahv, oh that’s quite good fun.

Marcus: … Everyone puts a fiver in so it might end up to a hundred quid, well that’s too many isn’t it, that’s 20 people but yes, 50 quid and you play that and then somebody will play something else. We were going to talk about games that you like. I’m going to mention one that is an actual… It is an analogue game.

Paul: Oh, like a board game?

Marcus: It’s a card game. But…

Paul: What is it? Then?

Marcus: It’s called Love letter.

Paul: Love letter? I’ve never come across that.

Marcus: Right, it’s… My son is massively into games. More analogue style board games, card games.

Paul: Okay, good for him.

Marcus: And it’s one that he bought out on holiday with us and it’s the simplest game but it is addictive. You can play it with two people but it’s too easy to play with two people. Basically it’s different cards and its that they are made out to be kind of all the people within the court of the old day.

Paul: Oh yeah, yeah.

Marcus: So, the Princess, the Countess, the King. They all do different things but basically it’s just about what this card allows you to show somebody else and all this kind of stuff. And this one means that that person is out and all of this kind of thing. But it is quick fire and you can pick it up really quickly but you learn and learn and learn every time you play it and we are all quite good at it now so I would highly recommend it. It’s one of those games that…

Paul: I like the fact that it is quick fire. You want a quick fire game, especially on Christmas Day.

Marcus: Also, this is additional, new monopoly cards are good as well.

Paul: Monopoly cards?

Marcus: Yes, it’s a card game based on monopoly. Again, you need… two people would be crap. You need kind of four or five of you and then it becomes really good because you are just trying to buy stuff of other people. You have a bunch of action cards, a bit like love letter but bigger that allow you to do stuff and that just makes it just so much… It’s not like the dull old boring board game.

Paul: Yeah, because it goes a long… That’s a long commitment to start playing Monopoly isn’t it.

Marcus: But obviously Monopoly is all about sort of being a bastard and trying to upset people. But you can do it much more quickly! So yes, hours of fun.

Paul: So you are condensing, yes. Well, I’m going to be playing this Christmas… I’m playing assassin’s Creed origins is my chosen game for this Christmas in case people are wondering!

Marcus: I have a digital game as well but I will let you carry on.

Paul: And shadow of war is the follow-up to… I have just finished that. A very sad ending.

Marcus: Was it?

Paul: Yeah. Yeah.

Marcus: It’s a game!

Paul: No, it made me sad. I can’t say what it was but it was sad. Yes, but these are… Some games are quite, you know, there’s a game like Last of us, for example, which is basically like an interactive movie. Shadow of war isn’t as much like that but that can be incredibly emotional when you are actually playing the protagonist in a movie and you know, that ended really sadly as well. I play a lot of sad games. I need something that ends happily, happily ever after.

Marcus: Well this game, but I’m going to recommend is probably something that…

Paul: Oh, I know this.

Marcus: … Would help you, a lot.

Paul: I’ve played it.

Marcus: What, the new one?

Paul: What, Monument Valley two you are talking about?

Marcus: Yeah, Monument Valley two.

Paul: I haven’t played two, I’ve played one.

Marcus: Yeah, one is, it’s just like it’s kind of the feng shui of games. It’s really simple, occasionally it might stump you for a minute but it is just how gorgeous it is.

Paul: Yeah, yeah.

Marcus: And it’s just like this wonderful kind of journey through this amazing place.

Paul: And it’s got this, and it has this… Like you say, peaceful, yeah.

Marcus: Yeah, and it looks absolutely gorgeous. What was the guy that did those kind of mindbending drawings.

Paul: Escher.

Marcus: Yeah. I say Esher you say Escher.

Paul: Well I am right and you are wrong. Although I am well known for my my pronunciation of names aren’t I so…!

Marcus: Exactly yes. I could agree with you and then we would both be wrong. But it’s all of those kind of eye twisting type diagram things that it is based on. But there is a new one, Monument Valley two, I’ve probably played it 10 times through, it is that gorgeous.

Paul: Wow. So what about films? So are you going to go and see a Christmas film?

Marcus: Well I will see Star Wars obviously. It will probably be the top of your list.

Paul: Yes! It’s got really good reviews.

Marcus: Yes, I’ve seen that.

Paul: Which is good.

Marcus: But I saw… I was reading the paper last weekend, the review bit. And it was like boring, boring, boring then it was like oh, I can’t think of his name, famous actor, Gary Oldman is going to be in the new Churchill film called the darkest hour.

Paul: Oo, I bet that will be good.

Marcus: That comes out just after Christmas.

Paul: Oo, I like the sound of that. Hey, is there a Sherlock Holmes this year, there’s not is there. TV.

Marcus: Yeah, I haven’t seen one advertised.

Paul: No. They’re too famous now that’s the trouble. What about music? Do you listen to any Christmas music? What’s Christmassy?

Marcus: Actual Christmas music? Well I have favourites from in the past.

Paul: Right, go on.

Marcus: My number one would probably be 2000 miles by the pretenders.

Paul: Is that Christmassy?

Marcus: of course it is!

Paul: I can’t even imagine it now I can’t remember what that one is like.

Marcus: I believe in Father Christmas, Greg Lake. I like.

Paul: Okay, right.

Marcus: I can’t remember that one either.

Paul: No. I listen to… Have you ever come across she and him?

Marcus: No.

Paul: No, they really good, they do a Christmas album. I just can’t stand there “It’s Christmas.” All that happy Christmas music gets right up my nose. I got no time for it.

Marcus: (Laughter) When you were saying the things to look out, I thought I you meant are you going to buy anything new at Christmas. And I thought no probably not but then I remembered seeing the new Killers album being advertised on the telly and I thought “That sounds all right.”

Paul: Well, I don’t buy music any more I just…

Marcus: You know what I mean, more listen to.

Paul: Yeah, yeah, yeah. Right, so what we are going to do on this show, or however many minutes in we already are is basically we are going to have a little bit of… We are going to do some stuff related to content and marketing which is the topic of the season. We are going to look at the future of content marketing later, we are also going to look at trends for 2018. I thought might be a nice little kind of Christmassy, well, end of year kind of thing to do.

Marcus: Yeah. Yeah, and I’ll ask you “How do you know that Paul?”

Paul: Because I know everything!

Marcus: How do you know it though Paul?

Paul: Because I have looked at the Internet and it told me.

Marcus: … The Internet has told you, right, okay.

Paul: It’s told me that it’s true, so it must be right.

Marcus: I saw it in a tabloid newspaper!

Paul: And also don’t forget I have the ability to travel through time, which helps.

Marcus: Okay, right.

Paul: Don’t look at me like that! (Laughter) But first of all I thought… I made a list, I’m quite worried about saying this list. I’ve made a list of tech purchases I am going to be making in the January sales.

Marcus: Really?

Paul: Yes. Well, not all of these.

Marcus: I was going to say, there’s quite some big stuff in here Paul! (Laughter)

Paul: Some of these may be spread through the year.

Marcus: Or are actually just aspirational.

Paul: But as far as my wife is concerned, who is who will be transcribing this podcast right now, well, not right now but in the future. When she listens to it

Marcus: When she listens to it the first time.

Paul: I’m not buying any of these, right! Don’t worry I’m not buying any of these. (Whisper) I am really!

Marcus: This is for entertainment purposes.

Paul: Yes, just for entertainment purposes, just to discuss.

2018 Tech purchases

Play 2018 Tech purchases at: 12:56

So, shall we go through the my list of goodies that I want to get?

Marcus: Yes, yes, yes Paul.

Paul: One that I haven’t included on the list, straightaway, is I so want a 4K TV now. Yeah, I’ve decided I do.

Marcus: Do you? Really?

Paul: 4K TV with the PS4 pro, that’s what I want. So, you know, I didn’t put that on the list because it didn’t feel important enough. And also I’ve missed off the kind of the obvious stuff, the things like the next version of the Ipad or whatever, I don’t care about any of that.

Marcus: Yes, I don’t actually care about that, my iPad is fine.

Paul: Yeah, I do quite like the idea of an iPad that has got edge-to-edge screen like the iPhone X, that would be quite nice.

Marcus: Yeah.

Paul: Yeah, ner. Are you just going to go ner at everything I suggest now?

Marcus: Probably, yes.

Paul: Right, first one. The first one is called a Flow Motion.

Marcus: That sounds like a toilet thing, doesn’t it! (Laughter)

Paul: Umm, yes! Now you say it that’s all that’s going to… I’ve actually ordered this one so now I am going to be…

Marcus: You said that out loud Paul.

Paul: Yes, yes. I’ve reached that age where I have certain, you know, digestive problems that requires me to have a flow motion!

Marcus: What do you do with a flow Motion then?

Paul: It’s a….

Marcus: Why don’t I click on the link?!

Paul: … It’s a video stabiliser, basically. You can put your phone in it and you know when…

Marcus: It’s a selfie stick!

Paul: It’s not bloody selfie stick… It is so not a selfie stick! So pleased to say that. That really makes me feel quite ill. No, it’s…

Marcus: It’s kinda what it looks like though.

Paul: It does look a little.… Is too short for a selfie stick. So basically, you know when you take video, right, and it’s all jerky, especially if you are walking or something like that. So you put it in this and it basically stabilises the video so like adjusts.

Marcus: Yeah, like the things at the big, proper cameramen put…

Paul: Exactly, but also on top of that you can set it up and get it to do panoramic’s and scan and you know. So it is kind of quite nice.

Marcus: Has it got like a little motor in it?

Paul: Oh yeah, yeah.

Marcus: That’s quite cool then. I like that.

Paul: Yeah, yeah it is quite cool. So, and it will even track and follow a subject.

Marcus: How much is it Paul?

Paul: Don’t look at the price.

Marcus: I can’t find the price.

Paul: Let’s move on quickly.

Marcus: Right, hang on. I’m going to find it. How much?!

Paul: I think it’s 200 and…

Marcus: $229.

Paul: $229, there you go. A steal at half the price. It would have been a steal at half the price but that is quite expensive. But I like doing my video.

Marcus: Yes you do.

Paul: So that’s…

Marcus: So that’s going to be an addition to your Buzz drone thing.

Paul: Ah yes talking of which I’ve put that on the list even though I already have one. So, I have a DJI mavic. Which is the best purchase I have ever made. I absolutely frigging love it it’s really fun to fly around, you can get some stunning footage. I mean when we went to Canada recently,

Marcus: I mean yes, that was amazing

Paul: I got some great stuff I have to say. I mean being able to fly over the top of a glacier and all of that kind of thing. But there is an add-on that I want to that, right? Except I’m in two minds about whether I want it. On one hand I really do and on the other hand I know I will then kiss goodbye to any self esteem I might ever have because you can get a set of VR head set.

Marcus: To be up there.

Paul: Yeah.

Marcus: Ooo.

Paul: One of the big problems you have when…

Marcus: Then you’ll be that idiot in the field.

Paul: Yeah, standing in a field with a headset on, you know, so you are going to look like a twat but the thing is when you fly any drone and you’re trying to look at it on your screen and you are outside and there are all these reflections and stuff, to be able to see it probably and to feel like you are up there, oh, that’s so tempting isn’t it? You’ve got to admit that sounds cool.

Marcus: It does, yes, yes. That would be amazing.

Paul: So, DJI Mavic best thing I ever bought. It is a little bit on the pricey side.

Marcus: $900.

Paul: So there is now a cheaper version called…

Marcus: The Spark.

Paul: The spark and actually the spark is really good too so you know, if $900 feels a bit much then check out the spark because I’ve heard very good things about it.

Marcus: Is it just a bit smaller?

Paul: It is smaller, you don’t get… The whole thing is controlled from your smart phone rather than having a separate controller for it so it’s not quite as controllable but to be honest I think for the majority of people… And to be honest if I… If the spark has been out when I was buying I would have bought the spark.

Marcus: Yes, you see I would like one but I don’t want one enough, that’s the thing.

Paul: Yeah, it’s one of those kind of things that you can never justify buying.

Marcus: Well you can if you are massively into making films and photography and that kind of thing.

Paul: Yeah, I suppose so, yeah.

Marcus: I’m just not enough. I’ve got lots of other things I want… Toys I want to spend money on.

Paul: Exactly. What do you want to buy then? What are you…

Marcus: Not… Not

Paul: Guitar related I presume.

Marcus: Yeah, Golfie related that kind of stuff. I really want to buy a pedal steel guitar.

Paul: What makes them so good then?

Marcus: It is a completely different instrument. I never played one before.

Paul: Oh right.

Marcus: It’s one of those… You see the country guys where you’ve got guys sitting on chair and he’s sort of got his hands on top holding a metal bar?

Paul: Oh yeah.

Marcus: One of those.

Paul: Ahh.

Marcus: But they are, they’ve either got 10 or 12 strings and all the pedals, pedal steel heads and the knee leavers underneath they change the tension of the strings so you can kind of slide up to a cord and then you move one pedal down and say two of the strings on that cord will go down to make it a different chord, all right? But you can imagine the amount of kind of tension on the whole thing. And if it’s not beautifully crafted new and solid as it can be as soon as you hit that pedal it will go out of tune. So

Paul: So you’ve got to spend a lot of money.

Marcus: So two and a half, three grand basically.

Paul: It sounds cool though.

Marcus: Yeah, very lovely, lovely, lovely things.

Paul: Again, that’s the kind of thing that it is quite hard to justify but would be really cool to have.

Marcus: Yes. What I told myself, I told myself this last Christmas, is if you sell… I’ve got like four amps I use, none of them at the moment. But if I could sell three amps, a couple of guitars…

Paul: Yeah, you would be there.

Marcus: I would warrant the price.

Paul: Yeah, yeah. Okay, another thing that I have got which you might like, there is a lovely pair of Sony headphones coming out at the beginning of January. They’ve got a really long number it’s the WH1000XM2. And they are a really lovely pair of headphones.

Marcus: Why are they any different to any other headphones?

Paul: Well, for a start they are wireless, which I don’t have a pair of wireless over the ear headphones like that so that’s one thing that makes me want them, right?

Marcus: Yeah, okay. I do, I’ve got the old, oh, they’re not wireless.

Paul: No, it’s wireless, yeah, yeah. Secondly, because you’ve got the same noise cancelling type of Bose headphones haven’t you. Well, the new generation of headphones that are coming out have got active noise cancellation so what that means is that they actually adapt for your environment. So it does things like when you get on a plane it detects the air pressure change, knows that you are on a plane and so does the noise cancelling differently. And when you walk it knows that you are probably walking around traffic so it focuses on blocking out traffic kind of noise. It’s got all this basically high-tech crap in it that makes it good. Apparently it sounds really good as well, they reckon it’s better than the Bose. Although Bose are coming out with a new one as well.

Marcus: I’m yet to beat Bose.

Paul: Bose. They are really good, they are really good but certainly this looks like a really good pair of headphones and also I have the advantage, disadvantage depending on how you look at it. My hearing is not very good so I can’t really tell the difference between a really good pair of headphones and a not so good pair of headphones. But for me is the fact… It’s the noise cancelling and the wireless that really makes me want these.

Marcus: Yes, at home I still use my 25 year old wired headphones.

Paul: Really?

Marcus: Yeah, they are more comfortable than any others.

Paul: Comfort is a big thing, actually.

Marcus: You just don’t know with these ones do you. The Bose ones are fine but they start to hurt my ears a bit after a while. Just because the pressure on my head maybe but…

Paul: It really does make a big deal. It is almost the number one thing when you’re looking for headphones.

Marcus: And you will never know until you have bought one and had one for six months.

Paul: …until you bought one. Exactly.

Marcus: Well, maybe not, one month.

Paul: So there’s another pair of headphones I’ve got in here. I got no idea how to pronounce that URL.

Marcus: What? Nuheara?

Paul: Oh yeah, that’s really obvious when you say it like that. I just can’t see things like that. Anyway, that is basically in ear wireless headphones.

Marcus: Which I really don’t like in ears.

Paul: Oh, so that’s not going to be of any interest to you.

Marcus: Over ears, bigger the better for me.

Paul: Ah, okay. Well these are… The reason I quite like these is because, I like the look of these, it is because I have airpods that I really like and I wear all the time but there’s a couple of problems with airpods. The audio isn’t great, even I can hear the audio is not great, you know, compared to a more expensive version. Also they don’t have any kind of noise cancellation which these ones do.

Marcus: Ooo.

Paul: But what I really like, and this is a sad reflection on me, because I said I don’t have that good a hearing I have trouble… Like tonight, when we go out to the restaurant everybody’s talking and everybody’s… I have trouble hearing people.

Marcus: That’s just old age Paul, I’m exactly the same.

Paul: Right, but it’s not like bad enough to have a hearing aid .

Marcus: No, but you will have one. In 10 years time I’m going to need one.

Paul: Yeah, I know I will. My dad’s got one. But this has got a speech amplification mode where it can actually help with that kind of stuff. And they just look cool! So I quite like the look of that.

Marcus: Will they go “Weee” when you turn them up too high?

Paul: No. No, this is just basically very expensive hearing aid with noise cancellation too.

Marcus: I just don’t like putting things in my ears like that.

Paul: Do you not, so you never wear… Because wearing big over the ear headphones is a bit cumbersome isn’t it.

Marcus: Yes, I don’t do it unless I’m at home or on a plane or anything like that.

Paul: You do have a slight advantage mind which is that you have hair, and quite a lot of hair.

Marcus: I’ve got quite a lot of hair.

Paul: If I put over the ear headphones on I look ridiculous. I look like a cyber man, is what I look like. So, which is a bit of a disadvantage if I am honest.

Marcus: Yes, you can get away with massive headphones if you are 16, yeah.

Paul: A big mop of hair, yeah.

Marcus: But yes, I wouldn’t walk around London with a pair of headphones on like that, no.

Paul: The other thing I wanted to recommend is Grovemade. Have you ever come across

Marcus: Never heard of it. Right, so basically they make kind of office accessories, things like a stand to put your monitor on and wireless charge. But it’s all so sexy, it’s really gorgeous stuff.

Marcus: I’ve got a really, really nice monitor stand at home but is not made by these guys.

Paul: No, these guys make really good stuff.

Marcus: Who is, who is… Oh, I’ve got to remember now.

Paul: And the one thing, while you’re thinking of that, the one thing that I really like that they’ve got is that they have got this really cool looking lamp that they… That I just want so badly. One of those old Edison style lightbulbs and stuff. So anything via their site, if Grovemade are listening then please send me lots of free samples.

Marcus: Samdi. SAMDI. Really nice.

Paul: Okay, is it?

Marcus: Yes.

Paul: Somebody is sending me a free monitor. I’ve never been sent anything for free before and I’m getting a free monitor. That’s pretty good isn’t it, I’m chuffed with that.

Marcus: What sort of monitor?

Paul: A proper designers monitor, 27 inch with like a USBC base plate so basically you plug your USBC laptop into it and then it’s got like almost like a docking station so it’s got ethernet and all the other kind of bits and bobs in the back. I’ll Post review of it once I’ve had a play with it.

Marcus: I still use my cinema display. I just can’t let it go.

Paul: Yeah.

Marcus: It’s just the best ever.

Paul: Yes, it is nice I have to say. Another thing on my list is the Volta man. Voltaman.

Marcus: Valter man.

Paul: It’s a high-tech wallet.

Marcus: It looks just like a leather wallet!

Paul: I know right! You would never know. But this is just crazy, you know, I confess I’ve actually ordered this because it is so ridiculous.

Marcus: Built in power bank. Thief detector camera!

Paul: Seriously if someone opens it it takes a photograph of them and sends it to you.

Marcus: Global Wi-Fi hotspot, global GPS tracker. Oh that’s pretty cool, how much is it?

Paul: It’s cheap, it’s cheap. It’s fine, don’t look up the prices. Stop looking up prices Marcus! (Laughter)

Marcus: Built-in charger, I like that.

Paul: But it’s even better than the built-in charger. Right? It’s a built in wireless charger so you can charge your iPhone X

Marcus: So my iPhone X would work on it.

Paul: Yep, also the distance alarm, so if you leave it somewhere and walk away it starts beeping at you, right? Having something like a global GPS tracker so if you, you know, put in your luggage when you go away and they lose your luggage you know where your luggage is in the world.

Marcus: How much!!

Paul: No, don’t even look.

Marcus: Really, really how much?

Paul: How much is it saying?

Marcus: No, no that’s not…

Paul: I was going to say it wasn’t that big. I think it was about a $149 I paid for it.

Marcus: I put the wrong… Tell me what the price is!

Paul: I just told you, about $149.

Marcus: Okay, that’s not bad.

Paul: Which for a nice wallet and also with this kind of stuff. Also it’s got a global Wi-Fi hotspot in it. I mean that’s pretty cool, so I like that.

Marcus: Yeah, that is pretty cool.

Paul: Thank you. You approve of that one.

Marcus: I think that is probably my favourite so far.

Paul: Okay, so the very last one on my list is a kick starter and it is not out yet. But I just love this. Because you know I am re-doing my house, I so want this, this is a desk for my house, right? It is ridiculously expensive and I’m never going to get it.

Marcus: It doesn’t look that much either, if I have to say.

Paul: Yeah, but it’s…

Marcus: It looks like wood that hasn’t been finished properly.

Paul: It’s because it is a modular desk system so you could have… Like you could have, you make the desk out of various modules and you might have a wireless charging module or a USB module where all of the kind of tech and gadgetry is built into the desk and you just get the bits that you want. You can get a bit that is raised up higher if you want, you know, to put your monitor on. For one with a secret hidden drawer, and all this kind of stuff. I don’t, I can’t even remember all the different modules they’ve got.

Marcus: I see, yes. And they’ve got like a spinney bit for if you want to move your monitor around.

Paul: Yes, it’s got a dock built into it, it’s got power outlets.

Marcus: Do you know what, I was looking at my ancient IKEA desk the other day and thinking, “you are a bit ancient.”

Paul: There you go, this is what you need.

Marcus: Although there is actually nothing wrong with it at all, like nothing.

Paul: I know? This is the trouble I had, because we obviously had to move all of our furniture out of our house to get it renovated and I had this enormous, you know what my desk was like in my office, it was huge in a kind of wraparound. It was beautifully, it was in great condition and it’s like a) I really want to replace this monstrosity because it is enormous and the way we use the office is different now because the whole family uses it but b) I couldn’t possibly store this thing anyway. But actually we put it on one of these free recycle things and somebody wanted it which was great.

Marcus: Buzz, that was my impression of a chainstore.

Paul: Yes, I worked it out.

Marcus: Because I did the arms moving as well. But people listening wouldn’t have seen it!

Paul: Yes, that’s a very good point. So yes, there you go. So that’s my list of tech gadgetry.

Marcus: I can’t think of an excuse to change… I’m also still sat on the same chair I bought 16 years ago.

Paul: I have replaced my chair, only because it got to the point where I was sitting on a spike.

Marcus: Yeah, but mine… It’s still really comfortable. It looks really tatty.

Paul: No, I had it literally a spike up my bottom. It really did need doing.

Marcus: Yeah, but mine isn’t. I need an excuse.

Paul: How long have we been going for by the way?

Marcus: We’ve been going for about half-an-hour.

Paul: Okay, well we definitely need to move on then.

Future of content marketing

Play Future of content marketing at: 29:07

Paul: Let’s talk about ResourceGuru, yea.

Marcus: Yay.

Paul: Because we love…

Marcus: We love ResourceGuru.

Paul: Well, they’ve supported us so much, not just on this season but on others as well and perfect time of year, people. 2018 is almost upon us. Time to get organised. Will you have your project capacity for next year? Are your key members of staff going to be away on holiday a lot which happens at this time of year, all of these kinds of things you worry about and you can start the new year the right way by being able to find those answers for those kinds of questions fast and that’s what ResourceGuru is for. It gives you accurate up-to-date view of the big picture in your organisation, who is busy, who’s available, who is away from work that kind of stuff. When you do need to make changes to kind of who is doing what you simply drag and drop things around and everything updates and everybody is informed and it is all wonderful and lovely and the world is a perfect wonderful place. So you can be confident your project is on track which is what it is all about at the end of the day. So, ResourceGuru will change the way you manage your time, your team and it is used by loads of people. Apple, NASA, Headscape, you know, the normal.

Marcus: Yeah.

Paul: The normal kind of people you talk about.

Marcus: The names that just reel off the tongue when you think of “oh, I’m going to try and think of a company.” Or an organisation.

Paul: Yeah, exactly. You always think of Headscape first. So you can start your free trial by going to and when you are ready if you use the coupon code Boag2017 when you actually come to pay for this thing then you will get 20% of the lifetime of the product.

Okay, I want to talk about, we’ve been talking about content marketing over this season and this is the last episode so I want to look a little bit ahead and share a few thoughts on that because I think things are very much going to change over the coming years when it comes to content marketing. We very much focused on how to get good at it on this season and I just want to say a little bit about how things are going to change in my opinion and how you need to respond to that. For example WordPress users are publishing 17 new posts every second.

Marcus: What? Every single one of them!

Paul: Yeah, everyone.

Marcus: What? 17 posts per user per second!

Paul: Per user per second! That’s quite impressive.

Marcus: That is amazing, the human brain, what it is capable of!

Paul: You have no idea how many posts I put out. No, so 17 new posts every second. WordPress alone, just people that are hosting on WordPress are releasing 1.5 million posts per day.

Marcus: Why did we bother?

Paul: Exactly. You see the problem. And depending on who you listen to, content production is doubling anywhere between every nine and 24 months.

Marcus: Yes, I’ve heard that.

Paul: So there is a lot of content being pushed out. So Mark Schaefer who writes a lot on this kind of subject wrote a book called content shock. Which is what that which that is what this is, it’s this idea that essentially, well he says “In simple economic terms content marketing, which is the hottest content trend around, may not be a sustainable strategy for many businesses.” And if you think about it we all know that, we can’t keep up with all the information that is being, you know, shoved in our direction.

Marcus: It does make me wonder how much of that, you know, endless stream of content is kind of repeating itself. You know, it’s got to just…

Paul: Well, just look at this podcast we repeat ourselves regularly.

Marcus: Yes, and there’s probably another podcast repeat us and, da, da, da.

Paul: Yeah.

Marcus: So it’s kind of like the actual volume is growing. No, I was going on about this point, it is doubling, its doubling, its doubling. But it’s not doubling with new stuff.

Paul: No, no no.

Marcus: It’s just more and more of the same old shit basically isn’t it. (Laughter) But then you might, but then it comes down to character and how people get their point across.

Paul: Exactly, so really in some ways if there is that amount of content out there and you are thinking of starting a blog or you are blogging already, how do you…

Marcus: Don’t bother!

Paul: Yeah, to some degree yes, perhaps that isn’t the best thing to do. But I mean the kind of attitude that I take towards it is you’ve got to build up a community of people who are interested in your opinion, how you see the world rather than how someone else sees the world. You know? So it’s about becoming that trusted source and that place where, you know, where people, like your perspective on things. And that’s why it is so important to have like a personality and a character and an opinion in this kind of stuff rather than it just being so incredibly, you know, homogeneous that all of this stuff is put out the same. But I think it’s also, it’s about more than just producing content, it is about building little niche communities.

Marcus: Yes, I think that’s the same for sales as well. People buy off you and maybe not, I don’t know, if they are going to buy a, I dunno, a microphone that might be different. But if they are going to buy a service off you I am coming more and more to the decision that they will base it on…

Paul: Do they like you.

Marcus: Yeah.

Paul: And do they like you and do they trust you I think is another big thing.

Marcus: Which kind of, yeah, kind of comes together. But whether they think you are all right is what it really boils down to. It’s not really about skills or price, they matter but number one I think is…

Paul: I tend to agree.

Marcus: … If there is a connection.

Paul: It was really funny, I have just been writing a sales course for somebody and I say exactly the same thing. It’s all about trust and it’s all about relationships. That means it is all about networks and you know, community. Community is a bit of a pretentious word for it but that kind of group of people that you know, it’s who you know, isn’t it?

Marcus: Yes.

Paul: It’s the old thing of who you know. So if you scale that up to somebody… to content marketing levels then what you are doing is building communities of people. People who know you and you know them to some degree. And that is why, you know, building these like little niche communities is such an important thing. It is why I can tell you the names of people that follow us. You know, people that are a part of the slack channel and taking part in it regularly. And there are not a huge number of them but they are super fans. It is such an awful word and that I hate but they are people that really like what I do and we resonate. You know, that’s what we’re looking for. The people that resonate.

Marcus: There was another name that we used to use for sort of like back in the days of setting up online communities, what they called, can’t remember. There was a name for them back in the old days.

Paul: I don’t remember.

Marcus: Anyway, yes it was online community and it was this idea of once people basically started to police that area for you. Not that that would be the case in a slack channel.

Paul: Yeah, community leader kind of role.

Marcus: Yeah, that’s nice of though than super fan. Community leader.

Paul: Yeah, they are the people that they are always there answering other people’s questions and I think there is a huge value… You see content marketing is all about… Let’s say you and Chris were both followers of me. In content marketing it is about my relationship with you Marcus and my relationship with Chris. Why I am interested in community, and I think that is a better way forward is because it is also about your relationship with one another. That is really important because you reinforce each other’s like of me, if that makes sense.

Marcus: Yeah, yeah.

Paul: So, it’s silly, when I teach this kind of stuff a silly analogy I always use is I pull out a paperclip and I tell the group that I’m doing the workshop with, I collect paperclips. And everybody sniggers, right? Because what a ridiculous thing to collect. “He collects paperclips!” Now, at that point I now become embarrassed of the fact that I collect paperclips because everybody is laughing at because I collect paperclips. But…

Marcus: Do you actually collect paperclips?

Paul: I know. Brendan Dawes does.

Marcus: Does he? (Laughter)

Paul: Yeah, and actually they are amazing. Round the world paperclips, there are so many Japanese paperclips that are amazing. Seriously.

Marcus: Okay, don’t get me wrong I quite like them I think they are fascinating things.

Paul: Yeah, they are not all the same, they are very, very different actually but anyway that is a tangent. So… But if in that group let’s imagine you’ve got 10 people only one other person went “No, I collect paperclips too.” Now we start bouncing backwards and forwards. “Oh paper clips are cool. Have you seen the one from so-and-so” and all the rest of it. And we are reinforcing each other in our like of paperclips. So suddenly instead of being embarrassed we are quite excited about paperclips, right? Then other people in the room who are hearing this start to think “Oh, paperclips perhaps they are not so stupid,” you know. So, that’s what the real value of community, you know, that’s why people go to Star Trek conventions dressed up as Trekkies because they know they are going to be with like-minded people. They are reinforcing each other in their tribe, in their little community. That is why I try and bring Boagworld people together so that they can bounce off of one another. You know, because they are going to be by nature similar in character to one another because they both in theory like what we do on this podcast, do you see what I mean?

Marcus: Yeah, yeah.

Paul: So I’m a huge fan of this whole idea of building communities. I’ve been a fan of it for years haven’t I. I’ve always been banging on about it! But I think with the explosion of content marketing I think this is going to be the next natural step. So, some quick advice about building a community. The first thing to say is you have got to find a place where these people can meet together, where you can bring your community together whether it be comments on a blog post, whether it could be a slack channel, an email group, a LinkedIn group, whatever. The best place to do that is wherever people already are, all right? So in my case I know huge number of people in our community use slack so we created a slack channel. For ages we had a forum because that was what people used to do back in the day.

Marcus: I forgot about the forum. Forum was the word I was groping for earlier. When I was talking about having a community. Forum!

Paul: Forum.

Marcus: Back in the old days.

Paul: Yes, we used to have a forum and it was a really popular forum actually but forums suffered from a particular problem which is that your group of people were very distributed, right, so you would have these different topics and so you often felt like you were the only person at the party. You know what I mean? Because people were spread across all these different topics and that’s why like slack because it brings everybody together. So if you don’t have a massive community, which I don’t, you know, it’s by the nature of what we do we are very niche. Then you want everybody to be together so that you can see there’s talk. And it falls to you as a community leader to keep that conversation going and to keep it happening until eventually you will end up with…

Marcus: I expect you to be doing that over the next 3 to 4 weeks.

Paul: Well, I sent an update today saying I am out of here people!

Marcus: That’s what I… That’s how I know.

Paul: Yes.

Marcus: But yes, obviously you won’t abandon them.

Paul: The great thing as well is, of course, that community is pretty much self-sustaining. You know, there’s people like Bob and Paul and various other people that are posting all the time. They are very active in it so they have become those super users that are actually they are running the channel more now than I am. Which is great.

Marcus: It’s true.

Paul: Great, I love it. Absolutely wonderful and that is the way it should be. You know, it is also having something to bring people together around, I think is a really important factor so the thing… Innocent smoothies, right. Do you know about their Christmas appeal?

Marcus: No.

Paul: You know Innocent smoothies, they sell smoothies, right?

Marcus: Is this the jumpers?

Paul: Yes, the little hats.

Marcus: Yeah, hats that’s it. Yeah. Yes, I do.

Paul: So for those who don’t know Innocent smoothies, they sell smoothies, how do you build a community around that? So what they did is they said we are going to give 50p for every bottle of smoothie sold over the Christmas period, or winter period, To age concern for people that are, you know don’t have, can’t pay for heating et cetera. Now, they could have just done that as a gift, right? Or as a PR thing and they would have got a bit of PR out of it but they were very clever, they said we will only give 50p if someone creates a little woollen hat to go on the innocent smoothie on the bottle. So they’ve made… You know, people started making these little hats and it is just great because obviously it sold more smoothies because they had a stupid little hat on, but most of all it created a community. People started sharing their hats with one another, they started posting them to Instagram and that kind of thing. So you can really create a little community around anything it’s just… The key to it is recognising you can’t control the message. That the community will do what the community will do and you just go with them. So for… I’ll give you a great example of this. Lots of the conversation that happens on the Boagworld slack channel is about development, right? I have no interest in that, right? It is not at all me I don’t get half the stuff that they are talking about and you know, the old-fashioned way of marketing would have been trying to control the message, we need to keep it focused on user experience and digital transformation. Because that’s what I do. But instead you let the community be the community. If they want to talk about that kind of stuff then cool, let’s talk about it, you know!?

Marcus: Exactly.

Paul: I zone out but at least it’s great that they are doing it. (Laughter)

Marcus: Skip, Skip.

Paul: So, if you want to join that community anyway you can do so by going to & up for it. But I won’t be there for a couple of weeks so. But you can meet all the cool people that are already running it. All right, I think that’s enough on that isn’t it?

Marcus: Yes, plenty. Let’s speed it up Chris, Paul, you’re not Chris, Chris!

Paul: You see, you’ve got to used to just, you know…

Marcus: It’s only Chris to shout at.

Paul: Yeah, you miss me having me to shout out.

Play Industry Trends for 2018 at: 44:08

So let’s talk about our second sponsor which is GatherContent. Huge thanks to them because they have sponsored…

Marcus: Huge!

Paul: Huge, especially large one because they have sponsored the entire season so they are awesome.

Marcus: Marvellous.

Paul: So getting and managing your content whether it be for a website or app or even a social media campaign, it absolutely sucks doesn’t it? I tend to work on a lot of content heavy projects and I can almost guarantee that it is going to be the content that delays the project. In fact it is often the single biggest reason that projects fail to be delivered on time and within budget. That is why I think, I’m just so glad to have GatherContent as a sponsor on the show. I love having products that I actually really believe in. I have become increasingly fussy on that regards. If you have got to talk about them every week. GatherContent is definitely one of them. It is an app born out of the frustration experienced by one agency and by pretty much every agency I would have thought. They are such a nice group of people as well. They are UK-based as well, hurrah!

Marcus: Ah yes, jolly good!

Paul: Yes, wave the flag and all that! So they are used by thousands of teams worldwide to help organise and produce website content. It is perfect for website redesign, new website builds or even updating a particular section of the site. You’ve just got to go and try it yourself. You can do a 30 day free trial, have a nose around, have a look at it. You don’t need to enter a credit card or anything annoying like that. Go to Just give them a go, so there you go. That’s GatherContent and thank you very much guys for sponsoring the show this season. So, trends.

Marcus: Yes. So Paul what is going to happen next year? I think we should video this. (Laughter)

Paul: Well it is being recorded!

Marcus: Oh yes. Okay!

Paul: It’s a podcast. It’s not just you and me sitting down having a chat, right? It is an actual podcast.

Marcus: Over a beer.

Paul: Okay, so trends for 2018. I think we are going to see more chatbots.

Marcus: I really don’t like chatbots.

Paul: I don’t like chatbots that are open ended chatbots, right? So I don’t like chatbots where you have to go, you know, you type in something. It’s like those old text adventure games.

Marcus: It just gets on my nerves. A well designed form please. The bottom one you’ve got here, back to basics. I love that usability content and accessablility. That’s where we are going next year.

Paul: I totally agree. I think that will be one.

Marcus: Not silly gimmicks.

Paul: But I think there are… There is a place for chatbots. I put a chatbot in a recent project and I could tell Chris, because Chris was involved with that one, and he screwed his nose up in disgust. But that was a scenario where actually there was quite a complex… So to get a price for a product involved quite a complex series of steps, right?

Marcus: Yes.

Paul: Yes, it could have been done with a form with a load of drop-down menus, right, but it would have been a bit kind of ner. In fact that’s how I mocked it up to begin with, right?

Marcus: There is an in between, more of a wizard approach would have… Yeah.

Paul: Yeah, essentially it was pretty much like a wizard so it didn’t have any open questions, right? Well there was at one point but that’s only because that was going to be sent off as an email. So a human was going to deal with that. But you didn’t need any algorithm that had to work out what the hell it was you were saying and gets it wrong. Which is always my big problem with them. Like I said, it reminds me of the old text adventure games on like the spectrum. Thawin go West. Thawin walk west.… You know? All of that kind of business.

Marcus: Step in the mirror, step through the mirror.

Paul: Yes, exactly.

Marcus: Step around the mirror. Oh, yes.

Paul: It drove you nuts didn’t it?

Marcus: We are showing our age Paul.

Paul: So instead it was more like the choose your own adventure books where it gave you options that the bottom of the page, didn’t it, turn to page 32 if you want to do this. That’s the way I believe that chatbots will really take off is when there are a limited number of specific questions.

Marcus: Okay.

Paul: So it is kind of basically a wizard but in the chatbot set out. Next one, for better or worse, and I think it probably is worse I think we are going to see a lot more voice activated things going on in the next year. A lot of investment in Amazon Echo, in, you know, siri, those kinds of things.

Marcus: Yes, if it works fair enough. You’ll be amazed, I see people who talk to their phones that I thought would never do that. Well I don’t do it ever.

Paul: My problem with it beyond the getting and actually understanding you and doing what you want. Because I’m forever going “Siri, remind me to do blah blah blah.” And it’s just gets it completely wrong.

Marcus: To eat the Marmite on Sunday.

Paul: Possibly because… Yes, possibly because I’m going blah, blah, blah, blah. Instead of using real words, that makes it a bit harder! (Laughter) So I am not a huge fan of it from that point of view but the other problem I have with it is that it is a very limited situations where you can actually do that stuff. You can do it alone at home but then that is it.

Marcus: Yes, you may as well… Well, that’s my point I think is because I see a couple of my friends, older than me talking to their phones in the pub.

Paul: Yeah. See I think that’s just weird.

Marcus: Yes, so do I. And you have to kind of do it like this. “Siri,….” Or whatever.

Paul: There’s a patents that has just been found today, an Apple patent where you can whisper to it apparently, they are working on that. But until they get to the point of sub- vocalisation like in all the sci-fi books, you know?

Marcus: Hmmm, exactly.

Paul: I’m not interested. But I think it will be a big thing next year as will VR and AR. Now, VR…

Marcus: Virtual reality, is that the…?

Paul: The complete cover you up thing.

Marcus: It was good. I went to the top of an elevator in a massive building, stepped out and there was nothing there and I fell down. It was kinda cool. But just the kit is too big. We like this all the time. He leans his head over.

Paul: Yes, well I think… again I think that one is going to be… VR in my opinion is going to be quite niche. I think it will be used primarily in gaming and I think it will be big in gaming and I think that it might be used in some situations like, you know, people designing cars or where you want a 3D visualisation of what you’re working on but beyond that I don’t really see it having a lot of reach. AR, augmented reality I see a lot more potential for but again to be honest yes, I think it will be big in gaming, I think being able to turn this table that we are sitting in front of turning it into a gaming table great, wonderful. But beyond that I am not personally hundred percent convinced until it can be built into your glasses like you are wearing now. So, I think we will see it come a big way next year…

Marcus: That will happen, but yes it’s probably 10 years away.

Paul: I think we are still a little way off of it being something that we have to worry about too much in our kind of world. Next one up is biometric security. This I am much more interested in. So this is like your touch ID and face ID and things like that. But when you can start building that into websites that starts getting interesting. So that people don’t have to have passwords anymore on a website, you know, already, I don’t know what your experience has been with face ID but it has been quite amazing that you can go to a website and it logs you in because you log into it once before and now it just looks at your face and it does it.

Marcus: It is superb. Do you have a problem with the camera on your iPhone? Your new one?

Paul: No, no.

Marcus: It just locks. It just goes un. Just goes into I can’t use it mode. Then it will be er again. I am just worried it’s a hardware thing.

Paul: Yeah, it might be. Hmmm, anyway, we are not doing technical support. So I am quite interested in that I am going to be paying attention to that quite a lot next year and how that develops. The next one is 5G.

Marcus: Ooo, when, when?

Paul: Soon, yeah.

Marcus: This year?

Paul: Hmmm, yes I think it could be. We are going to see it start being rolled out. It will be like with 4G, it will just be in major metropolises and things like that to begin with.

Marcus: Isn’t the thing with 5G that it should… It is so fast that it should get rid of the wires into your house?

Paul: Yes, absolutely.

Marcus: As long as you are in an area…

Paul: Yeah, yeah that supports it. You know, I think this could be a big change game changer for us on the web and things like that. I mean always you’ve got to consider backwards compatibility with things like that so it is not suddenly like we can make all of our websites really bloated and things like that.

Marcus: Oh really? Oh.

Paul: Yeah, unfortunately not. But nonetheless I think it could be quite an interesting area. The really big one to pay attention to is block chain.

Marcus: Oh yeah we’ve got all the bitcoin millionaires out there in the office.

Paul: They got bit coins some of them?

Marcus: Leigh and Dan have, yes.

Paul: Yeah, good for them! It’s really skyrocketed at the moment, yeah.

Marcus: It’s the Dutch tulips story, that’s what it reminds me of.

Paul: What’s the Dutch tulip story?

Marcus: Let me get this right. It’s basically tulips became… This is back in probably the 16th century, let’s say. The Dutch started to basically be able to grow them really well and kind of profitably but they were also kind of revered and they became this thing that became more and more and more valuable. And more valuable around the world. Like one tulip bulb was like worth a hundred gold bars all this kind of thing. And then suddenly it just went pppp And people realised that it was a beautiful thing but it is just a flower, or it’s bulb.

Paul: Yeah. If I was in their situation I would sell it now. Because I don’t think this is going to go that much longer. But anyway that is not what I am interested in because bitcoin is built on block chain and block chain is this ability to essentially do away with central organisations overseeing stuff. So it opens up… And in order to authenticate and you know, reinforce stuff. So you’ve got all kinds of opportunities there in terms of with e-commerce, but even with… Anything where you need to identify something specifically. Personal identity could be managed with it. So I think there is so, so much potential in that and I’m looking forward to seeing how that develops. Then of course there is AI and big data.

Marcus: Yeah? What does that mean?

Paul: So big data is the fact that we can…

Marcus: See trends.

Paul: We can see huge amounts… We gather a huge amount of data but the problem has always been in the past is that you get all this data but well okay, what do you do with it?

Marcus: No one is capable, no computer is capable of analysing it.

Paul: Yeah, so you would have data experts that would know how to deal with this stuff but increasingly now with AI, artificial intelligence, you are getting systems that are sophisticated enough to not only interpret and understand the data but then to customise experiences based around that data. So you start getting hyper personal experiences as a result. So, at the most basic level it’s the algorithm that recommends what other music you might like. But that… I think we are going to see much more developments in that. Not that I claim to understand anything about that kind of shit but…

Marcus: That is a good thing, that’s really good thing.

Paul: Yes, it brings a lot of dangers with it as well in terms of privacy issues because you can dig up all kinds of information that is out there but probably hasn’t really been understood or interpreted before.

Marcus: And things can be interpreted incorrectly but yeah.

Paul: Yeah, so there are, like anything there are potential risks. But it is a very interesting area that we will see grow in the next year. And then the final one because you ruined my back to basic ending that I was going to go on, going back to usability content.

Paul: Go back to that anyway because that is the best thing on the list.

Paul: The next one then is omni-channel UX. So this is this idea of user experiences across multiple devices, multiple channels, social media, the web and all of that kind of stuff. That maybe is a bit of a wish for me, that I would like to see that but I really hope that that is the case.

Marcus: It is kind of happening anyway I would say, more and more.

Paul: Yes, yes, it is happening more and more. I still feel a lot of organisations are a bit shit at it and the reason they are a bit shit at it actually isn’t anything to do with the channels, it’s to do with the departments that run the different channels. So, one department owns social media, another one owns the website and they don’t talk to one another and it’s not all joined up.

Marcus: So digital is becoming siloed, there you go.

Paul: It is, it is. And then the final one is yes, this is a wish on my part that I think that we need to go back to usability, to content, to accessibility and we need to essentially get those basics right. I think what’s going to… And what makes me think this might happen is that the real shift we are seeing in customer experience and user experience and those kinds of things and ultimately the best way to get people to buy anything or do anything is to make it painless. To make it so effortless that it is easier to do it with you than it is to do it with the competition.

Marcus: And, I think customers across-the-board are expecting that more and more.

Paul: Exactly, yeah.

Marcus: Not just young millennial types, everybody.

Paul: Everyone is so stressed, they are so busy that that’s what needs… That’s what they expect.

Marcus: They are aware of this idea of a good customer experience, just good experience.

Paul: Yeah. I think the other big reason for it is that it is being pushed by… There are certain very customer centric organisations which provide great digital experiences and people just don’t understand why they get an amazing digital experience from Google for free and yet they have to pay to use your shitty enterprise level product. Do you know what I mean?

Marcus: Yes.

Paul: And somebody, I think it was somebody at IBM or Price Waterhouse Coopers or somebody or other, some clever bod came up with the line that people’s… That the minimum expectation of the user experience is the last best user experience they had. So the last best one becomes your minimal… And it doesn’t matter if you are in competition with those people or not, you know, so effectively everybody ends up in competition with the silicon valley even if they are selling carpet cleaner in Staines. You know, if they are doing that on line…

Marcus: No pun intended!

Paul: Oh yeah! It was almost like that was planned wasn’t it. So there you go, that this show. A mixture of some silliness and hopefully some useful content in there as well. Before we wrap up this season (phone rings.) Thats not me that must be you.

Marcus: That’s my wife calling me.

Paul: Oh, we were so close to having an almost professional show! Who knew! (Laughter)

Marcus: She will probably ring again immediately. “He is ignoring me! How rude!”

Paul: How rude of him!" So, let’s wrap up this season by talking about next season. So the next season we are going to go back to basics actually, we are going to look at user interface design.

Marcus: Yum!

Paul: So we are going to dig into creating a great user experience, what’s involved in that, how we can make that happen. I’ve got guests lined up for the entire season.

Marcus: Right the way through.

Paul: Right the way through.

Marcus: They signed up within about five minutes.

Paul: I know, it was amazing. I used the slack channel. If you know anything about user experience design come join us. So we have got guests for the whole season so we have got… (Phone rings) see, she’s ringing back see! So we’ve got a really great lineup of guests and they are not all kinds of well-known “Oh I speak conferences,” it’s normal people doing normal work. They are going to talk about their experiences which is brilliant, can’t wait for it. So that’s going to kick off in January when we can be arsed, at some point. I can’t even…

Marcus: The 31st?

Paul: Yes, somewhere about that.

Marcus: 2020.

Paul: Yes, 2020. So, we have got sponsors worked out for next season. Oh, it’s just so good it’s like I’m organised. I’m a pro!

Marcus: Ace!

Paul: Ace! Right!? But for now thank you to this season’s sponsors.

Marcus: Thank you, thank you.

Paul: Thank you also to the guests that have been on this season and thank you most of all to you the dear listener. Just the one now we are just down to the one! Marcus, do you want to finish us off with a joke?

Marcus: Well this is a joke from the slack channel from a guy called Paul Van den Dool.

Paul: Ah, he’s one of our super users!

Marcus: Who I would have thought probably comes from Holland with a name like that anyway, this is his joke. “I bought some shoes of a drug dealer.”

Paul: Yes. I think I saw this one but carry on.

Marcus: “I don’t know what he laced them with but I’ve been tripping all day!”

Paul: (Laughter) Oh, that’s so good. I like that one, that’s a good one to end the season on. So, there we go, thank you very much for listening and have a really nice Christmas and a prosperous New Year or whatever the hell you are supposed to say. Bye-bye.