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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