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Imuk13 The Absense of Context is bad for your health Kieran Flanagan

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HubSpot Marketing director, EMEA, looks at how context helps in marketing.

HubSpot Marketing director, EMEA, looks at how context helps in marketing.

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  • 1. hosted by The fully-certified Hubspot Gold Partner
  • 2. THE ABSENCE OF CONTEXT IS BAD FOR YOUR HEALTH. Kieran Flanagan, Marketing Director (EMEA) @HubSpot @searchbrat kflanagan@hubspot.com
  • 3. A True Story.
  • 4. 5 years ago I was a normal active person.
  • 5. 5 years go I was a normal active person. Not real size of my boombox
  • 6. Until I developed a mystery illness with lots of odd symptoms.
  • 7. I went searching for answers both online and offline.
  • 8. Online I had LOTS of information.
  • 9. “ Every two days we create as much information as we did from the dawn of civilisation up until 2003. @ericschmidt
  • 10. Information is not scarce.
  • 11. Our attention span is scarce. In 8 seconds I’ll have forgotten what I’m looking for.
  • 12. My attention span lasts for a full 9 seconds. Oh, and #IMUK rocks
  • 13. “ @Tweet this Lack of context online makes our experience a lot less personal #IMUK @searchbrat
  • 14. Offline is a lot more personal.
  • 15. Asks lot’s of questions
  • 16. Look’s at past history Asks lot’s of questions
  • 17. Look’s at past history Asks lot’s of questions The right cure for symptoms
  • 18. Context helps us to better understand our audience.
  • 19. It makes us be more believable.
  • 20. We know Context is important online.
  • 21. 75% believe of marketers real-time personalisation is very important. Source: Direct Marketing Association
  • 22. 97% of Marketers believe personalisation of email is important. Source: Direct Marketing Association
  • 23. We have gotten started with Context marketing.
  • 24. Segmented campaigns produce 30% more opens and a 50% higher click through rate than non segmented campaigns.
  • 25. Create a Narrow Context Marketing Strategy. Email Marketing Relevant List Segment Dynamic Subject Line Dynamic Body Copy Dynamic CTA
  • 26. The key to Context Marketing success is a broad strategy.
  • 27. The Broad Context Marketing Strategy. Personas Dynamic Email Content Dynamic Website Images & Copy Personalised Social Media Engagement Mobile Optimised Personalised Landing Pages
  • 28. “ @Tweet this Context helps us get back to marketing to an audience of one rather than one broad audience #IMUK @searchbrat
  • 29. The 3 Keys to Context Marketing 1 Personal 2 Goals 3 Devices
  • 30. 1 Personal Personal
  • 31. Gather information across touch points.
  • 32. Collect demographic information through Progressive Profiling.
  • 33. Integrated Systems are required to make Context possible.
  • 34. 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
  • 35. “ @Tweet this Integrated Systems help us create an endto-end journey about the person, not the business #IMUK @searchbrat
  • 36. 2 2 Goals Goals
  • 37. It helps to advance your audience’s goals.
  • 38. Understand where your audience are in the journey and point them in the right direction.
  • 39. Using context to change CTA’s is good.
  • 40. Changing the experience is better.
  • 41. Most Websites are Stuck in the Past.
  • 42. Some content is only effective in the right context
  • 43. 3 Goals Devices Goals
  • 44. 1/3 of UK traffic is now coming from smart phones and tablets. Source: ComScore
  • 45. For most UK businesses, 25% nearly of the traffic coming to their website is from someone looking at it on a mobile device. Source: Smart Insights
  • 46. 46% of mobile users report having difficulty interacting with a web page, 44% and complain that navigation was difficult. Source: Keynote
  • 47. Start with Responsive Design.
  • 48. Optimise Your Content. Content Chunks Large call to action above the fold
  • 49. Context doesn’t need to be complicated.
  • 50. Don’t leave your customer to self diagnose.
  • 51. Be Personal. Treat your customers like people not metrics.
  • 52. Advance their goals and find the moments when context matters.
  • 53. Be Responsive.
  • 54. The Broad Context Marketing Strategy. Personas Dynamic Email Content Dynamic Website Images & Copy Personalised Social Media Engagement Mobile Optimised Personalised Landing Pages
  • 55. hosted by The fully-certified Hubspot Gold Partner