Digital Summit - Seattle 2017
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Transcript of Digital Summit - Seattle 2017
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
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N O W I N 2 0 1 7 THERE ARE 200+ CHANNELS
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UNLIMITED Creation UNLIMITED Distribution UNLIMITED Consumption
*This is a new era of media
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BY 2020 Connected Devices
OUT NUMBER HUMANS 7 to 1
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Total Amount of Noise from 1900-2030 Blue = Businesses Red = Consumers/Devices
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Infinite Media Era
Limited Media Era
The problem: More media than ever is available & It is not from businesses
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The Solution Artificial
Intelligence
FOR CONSUMERS Filters / Algorithms / News feeds/ Search Results / Auto TAGGING
It’s all designed to weed out bull sh!t.
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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
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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
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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.
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KEY metrics, customer experience & conversions
Amazon Does this
But what happens when everything is personal?
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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
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GIRL AT THE PARTY Stage based marketing is understanding people will only engage with content relevant to their stage.
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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
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The Moment They land on your site
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The average number of page views per session
is 1.7 on B2B sites. “
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predictive Sales jumped 50%
by introducing predictive content
DYNAMICCONTENTBASEDONWEB
BEHAVIOR
DYNAMIC
DYNAMIC
DYNAMIC
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How does a website answer
purpose?
Purpose: Theywanttofindtheanswersinstantly.
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The Moment They are social
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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.
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Kronos uses these comics to share on
social media. They see 10x more engagement on these comics than their
corporate blog.
“
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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