The New Era of

Context S u r v i v i n g t h e a f t e r m a t h o f t h e e m p o w e r e d b u y e r

P r e s e n t e d b y @ m s w e e z e y

TO GET SLIDES Google

@msweezey

NEW ERA Understanding This is the only way to solve these issues

WE MUST START AT THE BEGINING

I N 1 9 6 0 t h e r e a r e

ONLY 5 MEIDA

CHANNELS @msweezey

LIMITED MEDIA LIMITED IN WHO CAN CREATE IT LIMITED IN WHO CAN DISTRIUTE IT LIMITED IN WHO CAN CONSUME IT

*This is very important

@msweezey

N O W I N 2 0 1 7 THERE ARE 200+ CHANNELS

@msweezey

UNLIMITED Creation UNLIMITED Distribution UNLIMITED Consumption

*This is a new era of media

@msweezey

BY 2020 Connected Devices

OUT NUMBER HUMANS 7 to 1

@msweezey

@msweezey

Total Amount of Noise from 1900-2030 Blue = Businesses Red = Consumers/Devices

@msweezey

Infinite Media Era

Limited Media Era

The problem: More media than ever is available & It is not from businesses

@msweezey

The Solution Artificial

Intelligence

FOR CONSUMERS Filters / Algorithms / News feeds/ Search Results / Auto TAGGING

It’s all designed to weed out bull sh!t.

@msweezey

FOR Businesses Programmatic buying / RTB / Automations/Dynamic content /Lead scoring / nurturing

It’s all designed so you can be

Contextual @msweezey

context How to break through the infinite noise

Surviving in a world of AI requires an understanding of

Available In the age of filters and

algorithms being there takes a very different approach.

First KEY of context

Attention vs. Engagement

@msweezey

@msweezey

LimitedEra InfiniteEraMediaType Non-Permissioned Permissioned

Produc6onMethod Sta0c DynamicGoal Eyeballs EngagementTac6c A9en0on Context

Product Message Experience

Foundations of Marketing

personal

2nd KEY of context

a completely fluid set of experience created for a single person, directed completely by

the periphery.

65% of B2B buyers would switch brands if the vendor doesn’t

personalize communication to their business – SFDC RESEARCH 2016

“@msweezey

BEHAVIORS Companies who use

marketing automation see an

increase in revenue by 34%. -

Pardot

IP ADDRESS Demandbase saw lead flow increase by 400% when they dynamically changed the content

based on IP addresses of visitors.

@msweezey

KEY metrics, customer experience & conversions

Amazon Does this

But what happens when everything is personal?

@msweezey

Authentic Means more than just being genuine,

it is “What is expected”

3rd KEY of context

Do you do “A” or “B”? A – Download a piece, log off line and read it. Go back and repeat? B – Download a bunch at one time. Log off, and hope to read them?

HOW DO YOU

DOWNLOAD CONTET?

‘B’ = YOU BATCH RESEARCH

@msweezey

GIRL AT THE PARTY Stage based marketing is understanding people will only engage with content relevant to their stage.

@msweezey

Purposeful Purpose is helping them fulfill the desire/

reason they are there in the first place. Purpose is to the moment.

4th KEY of context

Lets look at some moments

@msweezey

The Moment They land on your site

@msweezey

The average number of page views per session

is 1.7 on B2B sites. “

@msweezey

predictive Sales jumped 50%

by introducing predictive content

DYNAMICCONTENTBASEDONWEB

BEHAVIOR

DYNAMIC

DYNAMIC

DYNAMIC

@msweezey

How does a website answer

purpose?

Purpose: Theywanttofindtheanswersinstantly.

@msweezey

The Moment They are social

@msweezey

Social media is the modern day smoke break

ESCAPE CONTENT

“

Give people something to enjoy, and help them escape from their day. This is authentic to social channels.

@msweezey

Kronos uses these comics to share on

social media. They see 10x more engagement on these comics than their

corporate blog.

“

@msweezey

51% of the time a CEO’s picks up their mobile device because they are

bored. - Pew Research “

conclusion Wrap this up with a bow on it

environment We live in a totally new

Where your old ideas don’t work anymore.

LIMITLESS THERE IS NOW

Content, and all of it has permission

CONTEXT You’re only hope is

And context is a hierarchy of things

moments Context is to the

Moments matter more than ever

@msweezey Mathew sweezey

THANK YOU