New Era of Context - Digital Summit

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

@msweezey

ABOUT ME Mathew Sweezey

Principal of Marketing Insights Salesforce

Author of

•  Marketing Automation for Dummies (2013)

•  Context Revolution(2018)

Purpose of the session

Break throughLearning how to break through to the empowered buyer means understanding what we are up against first. Then learning how

to win in that environment.

@msweezey

noise Understanding This is the only way to solve these issues

What is the new type and level of

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

Breaking Through Was about Hype, sex, And flash

Be Top of mind Minimize waste Sell the feeling Convert, sell, sell

There is no mind to be top of

Humans have offloaded memory to

devices

N O W I N 2 0 1 5 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

Up until 2007 businesses were the largest creators of noise. No consumers, and soon connected devices will be the largest creators of noise. They are also more powerful than business noise. Your businesses messages can not compete unless you understand the power of authenticity.

We Entered The new

Era in 2007

@msweezey

NEXT EVOLUTION

With infinite noise, only the most contextual message gets engaged

with “

@msweezey

context How to break through the infinite noise

The how to of

@msweezey

Diagram of context

Available

Purposeful Authentic

PERSONAL

ALL

RULES of context

1.  CONTEXT BUILDS ON ITS SELF. (YOU CAN NOT BE PURPOSEFUL IF YOU ARE NOT THERE.)

2.  CONTEXT IS TO THE MOMENT, AND CHANGES BY THE MOMENT. (WHAT IS CONTEXTUAL

THIS MOMENT IS NOT THE NEXT)

3.  ONLY THE MOST CONTEXTUAL MESSAGE WILL BE ENGAGED WITH

4.  A choice will always be made from existing options (if only one option it is

then the highest context)

5.  The higher you go in context the less competition you have

Available The lowest level of context and it is easy to understand why. There is no way to be contextual if you are not there. Once there you then begin to

compete on other levels, and to other degrees.

PERSONAL Personal is the idea of a completely fluid set of experience created for a single person, directed completely

by the periphery. You never created the experience, rather a set of

parameters.

PERIPHERY The data surrounding each and every digital action. Cookies, URL strings, Hash, 3rd Party Data, DSP, ect.

-Alexa research 2015

Top 6 Site are: 1.  Google – uses periphery to create personal search results 2.  Facebook – Uses periphery to determine what you see 3.  Youtube – Uses periphery to determine what you watch next 4.  Baidu – Facebook of China 5.  Yahoo – Uses Periphery to determine what you experience 6.  Amazon – Uses periphery to determine what offers/products

HEURISTICS Teach us

@msweezey

We looked at 1 million visitor sessions across

hundreds of sites, the Average page views per

session 1.7

@msweezey

Take Away

You are not competition with others in your

vertical.

AUTHENTIC Means more than just being

genuine, it is “What is expected” It means helping people have the experience they believe they should be

having.

Do you do “A” or “B”? A – open an email, scan it, and decide to read it or delete it. Then go to the next? B – scan the inbox, delete the junk, and work on the rest?

HOW DO YOU

manage email?

‘B’ = disqualify before you qualify

@msweezey

You can identify if an email is authentic or not with in a fraction of

a second! “

@msweezey

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 BACTCH RESEARCH

@msweezey

Daily content consumption. Usually is Learn, and Escape. Happens across all media channels.

How we engage with Research content.

BATCH\

SALESMarketing

The spike is the quick rise in

content consumption.

Threshold is the amount of

content it takes for you to feel

like you have enough.

@msweezey

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

@msweezey

What if we sent this email to

the girl at the party? Would she

open it?

Subject line: Marke&ngautoma&onbuyersguide

@msweezey

What if we sent this email to

the girl at the party? Would she

open it?

Subject line: FWD:NewTrendsinSegmenta&on

@msweezey

Take Away

Stage Based Marketing Help Get them to the next question

PURPOSEFUL Purpose is helping them

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

Lets look at some moments

@msweezey

The Moment They land on your site

@msweezey

The average ‘micro journey’ lasts 70 seconds and includes a total of 4

websites– Google Think Research “

@msweezey

B2B Demandbase saw lead flow increase by 400% when they dynamically changed the content

based on IP addresses of visitors.

@msweezey

B2C Sales jumped 50% by introducing dynamic

content to their website and email. They saw over $700k of sales from online in the

first month.

DYNAMICCONTENTBASEDONWEB

BEHAVIOR

DYNAMIC

DYNAMIC

DYNAMIC

@msweezey

How does a website answer

purpose?

Purpose: Theywanttofindtheanswersinstantly.

@msweezey

The Moment They are looking to buy

@msweezey

And they hire 473 data scientists to help them increase their biggest metrics, customer experience and conversions

Amazon Does this

How does dynamic

and predictive

content answer

purpose?

Purpose: Theywanttoknowaboutallop&ons.

@msweezey

The Moment They are bored

@msweezey

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

bored. - Pew Research “

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

Take Away Purpose can only be found

via Interviews

Interview If you ask 9 people Via Phone These

three questions You’ll get it.

•  What were you looking for ? •  Did it meet your expectations ? •  Have you seen better ?

dynamic Context has to be

Dynamic Experiences are how you create Infinite Context

@msweezey

Marketing must be contextual across all channels, and specific to the moment. This means a minimum of the following connected systems: •  CRM (system of record) •  Marketing Automation (system of engagement)

•  Website (owned engagements) •  Product (increased value)

Context Must be dynamic

@msweezey

Marketing Sales

Service

Single Customer View allows for contextual experiences to be automated on any connected channel.

Automation Platform (s) CRM

System of relevance

Allows for plug and play integrations with other apps who use data, and add to data.

Website Product API

Supports direct integration into your products and website for dynamic in product experiences, and bi directional data flow. @msweezey

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

technology Context can only be reached via

There is only one way to scale context

@msweezey Mathew sweezey

THANK YOU