hosted by

The fully-certified Hubspot Gold Partner
THE ABSENCE
OF CONTEXT IS
BAD FOR YOUR
HEALTH.

Kieran Flanagan, Marketing Director (EMEA) @HubSpot
@searchbrat kflanagan@h...
A True Story.
5 years ago I was a normal active
person.
5 years go I was a normal active
person.
Not real
size of my
boombox
Until I developed a mystery illness
with lots of odd symptoms.
I went searching for answers both
online and offline.
Online I had LOTS of information.
“

Every two days we
create as much
information as we
did from the dawn of
civilisation up until
2003.

@ericschmidt
Information is not scarce.
Our attention span is scarce.
In 8 seconds I’ll
have forgotten
what I’m
looking for.
My attention
span lasts for a
full 9 seconds.
Oh, and #IMUK
rocks
“

@Tweet this
Lack of context
online makes our
experience a lot less
personal #IMUK

@searchbrat
Offline is a lot more personal.
Asks lot’s of
questions
Look’s at past
history
Asks lot’s of
questions
Look’s at past
history
Asks lot’s of
questions

The right
cure for
symptoms
Context helps us to
better

understand our
audience.
It makes us be
more believable.
We know Context
is important online.
75% believe
of marketers

real-time personalisation
is very important.
Source: Direct Marketing Association
97%

of Marketers believe
personalisation of
email is important.
Source: Direct Marketing Association
We have gotten
started with

Context
marketing.
Segmented campaigns
produce 30% more opens
and a 50% higher click
through rate than non
segmented campaigns.
Create a Narrow Context Marketing
Strategy.
Email Marketing
Relevant List Segment
Dynamic Subject Line

Dynamic Body Copy
...
The key to Context
Marketing success
is a broad strategy.
The Broad Context Marketing Strategy.
Personas

Dynamic Email
Content

Dynamic Website
Images & Copy

Personalised Social
...
“

@Tweet this
Context helps us get
back to marketing to
an audience of one
rather than one broad
audience #IMUK

@searchb...
The 3 Keys to Context Marketing

1

Personal

2

Goals

3

Devices
1

Personal
Personal
Gather information
across touch
points.
Collect demographic
information through

Progressive
Profiling.
Integrated Systems
are required to make
Context possible.
Integrated Data Sources Needed for
Context.
Behavior Data – Website Analytics
Demographic Data – Landing Page Submissions
...
“

@Tweet this
Integrated Systems
help us create an endto-end journey about
the person, not the
business #IMUK

@searchbra...
2
2

Goals
Goals
It helps to advance
your audience’s
goals.
Understand where
your audience are in
the journey and point
them in the right
direction.
Using context to change CTA’s is good.
Changing the
experience is better.
Most Websites are
Stuck in the Past.
Some content is only
effective in the right
context
3

Goals
Devices
Goals
1/3 of UK traffic is

now coming from smart
phones and tablets.
Source: ComScore
For most UK businesses,

25%

nearly
of the
traffic coming to their
website is from someone
looking at it on a mobile
device...
46% of mobile users

report having difficulty
interacting with a web page,

44%

and
complain that
navigation was difficult.
S...
Start with Responsive Design.
Optimise Your Content.
Content Chunks
Large call to
action above the
fold
Context doesn’t need to be
complicated.
Don’t leave your customer to
self diagnose.
Be Personal. Treat your
customers like people
not metrics.
Advance their goals and find the
moments when context matters.
Be Responsive.
The Broad Context Marketing Strategy.
Personas

Dynamic Email
Content

Dynamic Website
Images & Copy

Personalised Social
...
hosted by

The fully-certified Hubspot Gold Partner
Imuk13 The Absense of Context is bad for your health Kieran Flanagan
Imuk13 The Absense of Context is bad for your health Kieran Flanagan
Imuk13 The Absense of Context is bad for your health Kieran Flanagan
Imuk13 The Absense of Context is bad for your health Kieran Flanagan
Imuk13 The Absense of Context is bad for your health Kieran Flanagan
Imuk13 The Absense of Context is bad for your health Kieran Flanagan
Imuk13 The Absense of Context is bad for your health Kieran Flanagan
Imuk13 The Absense of Context is bad for your health Kieran Flanagan
Imuk13 The Absense of Context is bad for your health Kieran Flanagan
Imuk13 The Absense of Context is bad for your health Kieran Flanagan
Imuk13 The Absense of Context is bad for your health Kieran Flanagan
Imuk13 The Absense of Context is bad for your health Kieran Flanagan
Imuk13 The Absense of Context is bad for your health Kieran Flanagan
Imuk13 The Absense of Context is bad for your health Kieran Flanagan
Imuk13 The Absense of Context is bad for your health Kieran Flanagan
Imuk13 The Absense of Context is bad for your health Kieran Flanagan
Imuk13 The Absense of Context is bad for your health Kieran Flanagan
Imuk13 The Absense of Context is bad for your health Kieran Flanagan
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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.

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

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

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