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HubSpot Marketing director, EMEA, looks at how context helps in marketing.
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THE ABSENCE OF CONTEXT IS BAD FOR YOUR HEALTH.
Kieran Flanagan, Marketing Director (EMEA) @HubSpot @searchbrat [email protected]
A True Story.
5 years ago I was a normal active person.
5 years go I was a normal active person.
Not real size of my boombox
Until I developed a mystery illness with lots of odd symptoms.
I went searching for answers both online and offline.
Online I had LOTS of information.
Every two days we create as much information as we did from the dawn of civilisation up until 2003.
@ericschmidt
“
”
Information is not scarce.
Our attention span is scarce.
In 8 seconds I’ll have forgotten
what I’m looking for.
My attention span lasts for a full 9 seconds. Oh, and #IMUK
rocks
Lack of context online makes our experience a lot less personal #IMUK
@searchbrat
“
”
@Tweet this
Offline is a lot more personal.
Asks lot’s of questions
Asks lot’s of questions
Look’s at past history
Asks lot’s of questions
Look’s at past history
The right cure for
symptoms
Context helps us to better understand our audience.
It makes us be more believable.
We know Context is important online.
75% of marketers believe real-time personalisation is very important. Source: Direct Marketing Association
97% of Marketers believe personalisation of email is important. Source: Direct Marketing Association
We have gotten started with Context
marketing.
Segmented campaigns
produce 30% more opens
and a 50% higher click through rate than non segmented campaigns.
Create a Narrow Context Marketing Strategy.
Email Marketing
Relevant List Segment
Dynamic Subject Line
Dynamic Body Copy
Dynamic CTA
The key to Context Marketing success is a broad strategy.
The Broad Context Marketing Strategy.
Personas
Dynamic Website Images & Copy
Dynamic Email Content
Personalised Social Media Engagement
Personalised Landing Pages
Mobile Optimised
Context helps us get back to marketing to an audience of one rather than one broad audience #IMUK
@searchbrat
“
”
@Tweet this
The 3 Keys to Context Marketing
1 Personal
2 Goals
3 Devices
Personal 1 Personal
Gather information across touch
points.
Collect demographic information through
Progressive Profiling.
Integrated Systems are required to make
Context possible.
Behavior Data – Website Analytics Demographic Data – Landing Page Submissions Sales Interactions – CRM Software Social Media Activity – Social Media Analytics Custom Data Sources
Integrated Data Sources Needed for Context.
Integrated Systems help us create an end-to-end journey about the person, not the business #IMUK
@searchbrat
“
”
@Tweet this
2 Goals 2 Goals
It helps to advance your audience’s goals.
Understand where your audience are in the journey and point them in the right direction.
Using context to change CTA’s is good.
Changing the experience is better.
Most Websites are Stuck in the Past.
Some content is only effective in the right
context
Goals Goals 3 Devices
1/3 of UK traffic is now coming from smart phones and tablets. Source: ComScore
For most UK businesses,
nearly 25% of the traffic coming to their website is from someone looking at it on a mobile device. Source: Smart Insights
46% of mobile users report having difficulty interacting with a web page,
and 44% complain that navigation was difficult. Source: Keynote
Start with Responsive Design.
Optimise Your Content.
Large call to action above the
fold
Content Chunks
Context doesn’t need to be complicated.
Don’t leave your customer to self diagnose.
Be Personal. Treat your customers like people not metrics.
Advance their goals and find the moments when context matters.
Be Responsive.
The Broad Context Marketing Strategy.
Personas
Dynamic Website Images & Copy
Dynamic Email Content
Personalised Social Media Engagement
Personalised Landing Pages
Mobile Optimised
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