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What the F@*% is Context Marketing? #INBOUND2013

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INBOUND 2013 presentation by Kipp Bodnar. …

INBOUND 2013 presentation by Kipp Bodnar.
Register for INBOUND 2014 at www.inbound.com

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  • 1. WHAT THE F@*% IS CONTEXT MARKETING? Kipp Bodnar, Director of Marketing, HubSpot #INBOUND13
  • 2. KIPP BODNAR @kippbodnar I am a Trivia Junkie.
  • 3. #INBOUND13
  • 4. I TRY TO BE A GOOD FRIEND
  • 5. I SEND CARDS I OFFER ADVICE I BUY GIFTS #INBOUND13
  • 6. PERSPECTIVE: Consumer/ Prospect Every Company Wants To Be Our Friend
  • 7. PROBLEM: COMPANIES DON’T KNOWS US WELL ENOUGH TO BE OUR FRIENDS
  • 8. Most Don’t Want To Know Us
  • 9. You Are Different You Care…
  • 10. YOU ARE READY FOR CONTEXT MARKETING.
  • 11. “CONTEXT MARKETING RESPECTS THE HABITS, GOALS AND DEVICES OF PEOPLE.”- @KIPPBODNAR #INBOUND13
  • 12. 8 Seconds The average attention span of American consumers in 2012. Source: Statistic Brain
  • 13. Non-Contextual Marketing Is Death By 1,000 Clicks
  • 14. Context Is Everywhere
  • 15. WHAT IS A KEYWORD? DISHWASHER MARKETING
  • 16. “RIGHT NOW BIG APPLIANCE MAKERS ONLY HAVE CONTACT WITH A BUYER ONCE EVERY TEN YEARS OR SO, BUT WITH CONNECTED DEVICES THEY COULD MAKE THAT THREE TO FOUR TIMES A WEEK.” – Bob Dahlberg, VP Business Development at Arrayent
  • 17. Context Isn't A Feature It Is A Mindset
  • 18. Most Marketer’s Today Use A Narrow Context Marketing Strategy PERSPECTIVE: Consumer/ Prospect
  • 19. 75% of Marketers believe real-time personalization is very important. Source: Direct Marketing Association
  • 20. 97% of Marketers believe personalization of email is important. Source: Direct Marketing Association
  • 21. The Narrow Context Marketing Strategy Email Marketing Relevant List Segment Dynamic Subject Line Dynamic Body Copy Dynamic CTA
  • 22. A Cross-Channel Strategy Is The Key To Context Marketing Success PERSPECTIVE: Consumer/ Prospect
  • 23. 29% of Marketers personalize across marketing channels Source: Direct Marketing Association
  • 24. The Broad Context Marketing Strategy Personas Dynamic Email Content Dynamic Website Images and Copy Personalized Social Media Engagement Mobile Optimized Personalized Landing Pages
  • 25. “Content Marketing + Context Marketing = Inbound Marketing” - @KIPPBODNAR #INBOUND13
  • 26. 3 Keys To Context Marketing 1  Habits 2  Goals 3  Devices
  • 27. 1 Habits
  • 28. “HABITS GUIDE EVERY ACTION A PERSON TAKES.” - @KIPPBODNAR #INBOUND13
  • 29. Lets Deconstruct Habits
  • 30. Behavior Is The Building Block of Habits
  • 31. Behavior Is The Building Block of Habits
  • 32. Collect Demographic Information
  • 33. “COLLECT DEMOGRAPHIC INFO VIA PROGRESSIVE PROFILING TO PROVIDE BETTER CONTEXT”@KIPPBODNAR #INBOUND13
  • 34. Collect Demographic Information
  • 35. “WITHOUT INTEGRATED SYSTEMS CREATING CONTEXT IS IMPOSSIBLE.”@KIPPBODNAR #INBOUND13
  • 36. Integrated Data Sources Needed For Context " " " " " Behavior Data – Website Analytics Demographic Data – Landing Page Submissions Sales Interactions – CRM Software Social Media Activity – Social Media Analytics Custom Data Sources
  • 37. 2 Goals
  • 38. “CONTEXT MARKETING REQUIRES FOCUS ON PEOPLE NOT TACTICS.”@KIPPBODNAR #INBOUND13
  • 39. Advance A Customer’s Goal Not Your Agenda
  • 40. You’ve Got The Content
  • 41. Context Turbo Charges Content
  • 42. Context Marketing Matrix* Website Awareness Email Blog Landing Pages Social Media General Homepage Lead Dynamic Email Copy Progressive Profiling MQL Opportunity Customer *One matrix per buyer persona. Product Screenshots and Use Cases Priority Response
  • 43. Websites Are Stuck In The 90s
  • 44. SOME CONTENT IS ONLY EFFECTIVE IN THE RIGHT CONTEXT.
  • 45. THE AVERAGE UNSUBSCRIBE SCREEN.
  • 46. GROUPON’S UNSUBSCRIBE SCREEN.
  • 47. HUBSPOT’S UNSUBSCRIBE SCREEN.
  • 48. ENGAGEMENT THROUGH CONTEXT. http://twitter.com/meaghano/status/1767991757
  • 49. ENGAGEMENT THROUGH CONTEXT.
  • 50. 3 Devices
  • 51. “MOBILE DEVICES HAVE BECOME LIFESTYLE EXTENSIONS. MARKETERS MUST RESPECT THEM”@KIPPBODNAR #INBOUND13
  • 52. 2013 The year when mobileconnected devices will exceed the world’s population. Source: Cisco
  • 53. 23% Of Americans now get news on a combination of at least two devices. Source: Pew Research Center
  • 54. Start with Responsive Design
  • 55. PERSPECTIVE: Consumer/ Prospect Context Turbo Charges Content’s Value.
  • 56. http://bit.ly/10VCTsK PERSPECTIVE: Consumer/ Prospect Context Turbo Charges Content’s Value.
  • 57. Optimize Image Sizes For Mobile Web Connections
  • 58. Cookies and Multiple Devices
  • 59. Contact Engagement Key To Cross Device Context
  • 60. Don’t Have Theme Elements That Waste Space
  • 61. Context Doesn’t Need To Be Complicated
  • 62. Focus On A Broad Context Marketing Strategy Personas Dynamic Email Content Dynamic Website Images and Copy Personalized Social Media Engagement Mobile Optimized Personalized Landing Pages
  • 63. FIND MOMENTS WHEN CONTEXT MATTERS
  • 64. Be Responsive
  • 65. “TREAT PROSPECTS AND CUSTOMERS LIKE PEOPLE NOT NUMBERS”@KIPPBODNAR #INBOUND13
  • 66. QUESTIONS?