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The New
NormalSurviving artificial intelligence
Presented by @msweezey
TO GET SLIDES Google
@msweezey
NEW ERAUnderstanding This is the only way to solve these issues
WE MUST START AT THE BEGINING
I N 1 9 6 0 t h e r e a r e
ONLY
5MEIDA
CHANNELS
@msweezey
LIMITEDMEDIA
LIMITED IN WHO
CAN CREATE IT
LIMITED IN WHO
CAN DISTRIUTE IT
LIMITED IN WHO
CAN CONSUME IT
*This is very important	
@msweezey
N O W I N 2 0 1 7
THERE
ARE200+
CHANNELS
@msweezey
UNLIMITEDCreation
UNLIMITEDDistribution
UNLIMITEDConsumption*This is a new era of media	
@msweezey
BY2020
ConnectedDevices
OUTNUMBERHUMANS
7to1
@msweezey
@msweezey
TotalAmountofNoise
from1900-2030
Blue=Businesses
Red=Everythingelse
@msweezey
InfiniteMediaEra
LimitedMediaEra
Theproblem:
More media than ever is
available & It is not from
businesses
@msweezey
TheSolution
Artificial
Intelligence
FORCONSUMERS
Filters/Algorithms/
Newsfeeds/Search
Results/AutoTAGGING
It’salldesigned
toweedout
bull sh!t. @msweezey
FORBusinesses
Programmaticbuying/
RTB/Automations/
Dynamiccontent/Lead
scoring/nurturing
It’salldesigned
soyoucanbe
Contextual@msweezey
contextHow to break through the infinite noise
Surviving in a world of AI requires an understanding of
Available
If you don’t have the ability to
be at the right place, at the
right time, there is no
possibility of engagement
First KEY of context
Makecontent
@msweezey
DUH!
@msweezey
100+emailsperday
1ksocialposts
26%useadblockers
@msweezey
76%ofbusinesses
Plantomakemore
Contentin2017
@msweezey
Howtobreak
through?
@msweezey
personal
2nd KEY of context
a completely fluid set of experience created
for a single person, directed completely by
the periphery.
65% of B2B buyers would switch
brands if the vendor doesn’t
personalize communication to their
business – SFDC RESEARCH 2016
“	@msweezey
BEHAVIORS
Companies who use
marketing
automation see an
increase in
revenue by 34%. -
Pardot
KEY metrics,
customer
experience &
conversions
Amazon
Doesthis
Butwhathappenswhen
everythingispersonal?
@msweezey
Authentic
Means more than just being genuine,
it is “What is expected”
3rd KEY of context
Do you do “A” or “B”?
HOW
DOYOU
Engagewith
email?
‘B’=wealldo
@msweezey
WeDisqualifybeforewe
qualify
@msweezey
“
Authentic
Experiences
MaketheBest
MARKETING
@msweezey
Authentic
Experiences
BREAKTHROUGH
THENOISE
@msweezey
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
Letslookatsome
moments
@msweezey
TheMoment
Theylandon
yoursite @msweezey
The average number of
page views per session
is 1.7 on B2B sites.
“	@msweezey
predictive
Sales jumped 50%
by introducing
predictive content
DYNAMIC	CONTENT		
BASED	ON	WEB	
BEHAVIOR	
DYNAMIC	
DYNAMIC	
DYNAMIC	
@msweezey
How does a
website
answer
purpose?
Purpose:
They	want	to	find	the	
answers	instantly.		
@msweezey
TheMoment
Theyaresocial
@msweezey
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
51% of the time a CEO’s picks up their
mobile device because they are
bored. - Pew Research
“
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
@msweezey
Mathew sweezey
THANKYOU

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