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Digital Summit - Seattle 2017


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The new era of Context, and how to survive the empowered buyer. This is a presentation I gave for the Digital Summit series in Seattle in 2017.

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Digital Summit - Seattle 2017

  1. 1. The New Era of ContextSurviving the aftermath of the empowered buyer Presented by @msweezey
  2. 2. TO GET SLIDES Google @msweezey
  3. 3. NEW ERAUnderstanding This is the only way to solve these issues WE MUST START AT THE BEGINING
  4. 4. I N 1 9 6 0 t h e r e a r e ONLY 5MEIDA CHANNELS @msweezey
  6. 6. N O W I N 2 0 1 7 THERE ARE200+ CHANNELS @msweezey
  7. 7. UNLIMITEDCreation UNLIMITEDDistribution UNLIMITEDConsumption*This is a new era of media @msweezey
  8. 8. BY2020 ConnectedDevices OUTNUMBERHUMANS 7to1 @msweezey
  9. 9. @msweezey TotalAmountofNoise from1900-2030 Blue=Businesses Red=Consumers/Devices
  10. 10. @msweezey InfiniteMediaEra LimitedMediaEra
  11. 11. Theproblem: More media than ever is available & It is not from businesses @msweezey
  12. 12. TheSolution Artificial Intelligence
  13. 13. FORCONSUMERS Filters/Algorithms/ Newsfeeds/Search Results/AutoTAGGING
  14. 14. It’salldesigned toweedout bull sh!t. @msweezey
  15. 15. FORBusinesses Programmaticbuying/ RTB/Automations/ Dynamiccontent/Lead scoring/nurturing
  16. 16. It’salldesigned soyoucanbe Contextual@msweezey
  17. 17. contextHow to break through the infinite noise Surviving in a world of AI requires an understanding of
  18. 18. Available In the age of filters and algorithms being there takes a very different approach. First KEY of context
  19. 19. Attentionvs. Engagement @msweezey
  20. 20. @msweezey Limited Era Infinite Era Media Type Non-Permissioned Permissioned Produc6on Method Sta0c Dynamic Goal Eyeballs Engagement Tac6c A9en0on Context Product Message Experience Foundations of Marketing
  21. 21. personal 2nd KEY of context a completely fluid set of experience created for a single person, directed completely by the periphery.
  22. 22. 65% of B2B buyers would switch brands if the vendor doesn’t personalize communication to their business – SFDC RESEARCH 2016 “ @msweezey
  23. 23. BEHAVIORS Companies who use marketing automation see an increase in revenue by 34%. - Pardot
  24. 24. IP ADDRESS Demandbase saw lead flow increase by 400% when they dynamically changed the content based on IP addresses of visitors. @msweezey
  25. 25. KEY metrics, customer experience & conversions Amazon Doesthis
  26. 26. Butwhathappenswhen everythingispersonal? @msweezey
  27. 27. Authentic Means more than just being genuine, it is “What is expected” 3rd KEY of context
  28. 28. 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 DOYOU DOWNLOAD CONTET?
  29. 29. ‘B’=YOUBATCH RESEARCH @msweezey
  30. 30. GIRLAT THEPARTY Stage based marketing is understanding people will only engage with content relevant to their stage. @msweezey
  31. 31. Purposeful Purpose is helping them fulfill the desire/ reason they are there in the first place. Purpose is to the moment. 4th KEY of context
  32. 32. Letslookatsome moments @msweezey
  33. 33. TheMoment Theylandon yoursite @msweezey
  34. 34. The average number of page views per session is 1.7 on B2B sites. “ @msweezey
  35. 35. predictive Sales jumped 50% by introducing predictive content DYNAMIC CONTENT BASED ON WEB BEHAVIOR DYNAMIC DYNAMIC DYNAMIC @msweezey
  36. 36. How does a website answer purpose? Purpose: They want to find the answers instantly. @msweezey
  37. 37. TheMoment Theyaresocial @msweezey
  38. 38. 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
  39. 39. Kronos uses these comics to share on social media. They see 10x more engagement on these comics than their corporate blog. “ @msweezey
  40. 40. 51% of the time a CEO’s picks up their mobile device because they are bored. - Pew Research “
  41. 41. conclusion Wrap this up with a bow on it
  42. 42. environment We live in a totally new Where your old ideas don’t work anymore.
  43. 43. LIMITLESS THERE IS NOW Content, and all of it has permission
  44. 44. CONTEXT You’re only hope is And context is a hierarchy of things
  45. 45. moments Context is to the Moments matter more than ever
  46. 46. @msweezey Mathew sweezey THANKYOU