2. Who am I?
Ronni K. Gothard Christiansen
CEO at redWEB ApS
redWEB.dk, redWEB.us, redWEB.ca,
redWEB.vn, redWEB.com.es, redHOST.dk,
redHOST.pro, redHOST.vn, redSHOP.vn,
redCOMPONENT.com and iRedHOST.com
CEO at Norse Development Group ApS
AesirContentMarketing.com
VanirCommerce.com
20+ years experience with Web / IT.
4. Marketing
Behavioral marketing takes online information
and uses it to tailor the message to the user.
Behavioral targeting uses web analytics,
computer applications and cookies, browsing
and search history, and IP addresses, to create
user profiles of individual consumers.
With that information, the website’s ad server
will then generate relevant and targeted content
or advertisements that appeals to their interests.
Introduction
5. Web development
In web development today responsiveness is
the ability to respond to the viewport of a
user and present an optimal experience for
that viewport (and potentially also device
although hardly used).
In the last 5 years a growing mindset has
taken up the idea that we need to respond to
devices and sizes to give better experiences
for the user.
Introduction
6. Usercentric
In emergence we see systems responding more in debt to the
users, because they know the users and thus based on the users
historic actions or settings can respond to give a unique or
adopted variation of the system to a specific user.
Widespread application in Marketing & Ecommerce in general.
Also widespread application in Social Media (friends, followers
etc.) and used for marketing optimization.
Behavior
7. Search Engines
People uses search engines to find meaningful content.
Specific people search for specific content.
What's interesting is really Not WHAT users search for - but HOW and WHY
they search so we can understand WHAT and WHEN we should show this.
Content Marketing is highly successful because it adopts a new mindset based
on HOW and WHY we build content hierarchies and content to match the
interests of the user.
HOW and WHY we constitute a reality that follows the needs of the user by
responding to the users behavior (the pattern) in the search engines.
Google Analytics primarily used for targeting and retargeting – storing data
based on cookies – still user specific and not based on patterns and prediction
but on history and analysis.
Behavior
8. Pattern Centric
By analyzing the path of a user on a
website and correlating it to what
people have purchased we get the
ability to PREDICT what people will
buy based on their behavior as
represented by their pattern.
Examples currently in the market of
behavior based prediction:
PredictionIO (Open Source), Google
Prediction API, Wise.io, BigML,
Skytree etc.
Behavior
9. Pattern Centric
Patterns are important to recognize
what is meaningful to a user.
Once a pattern is established and
meaning derived we can respond to
the behavior and adjust the
experience of the user in our
website.
The scale of adjustments can be
very differentiating the sky is the
limit.
Meaning
10. Content Marketing
Takes its vantage point in a position
where its able to deliver relevancy to a
potential customer.
Focuses on telling stories indirectly selling
by pull, instead of selling by push
(traditional marketing).
11. ”Content marketing is a strategic marketing approach
focused on creating and distributing valuable, relevant,
and consistent content to attract and retain a clearly-
defined audience — and, ultimately, to drive profitable
customer action.
13. Pattern Based Responsiveness
Patterns makes us understand users needs
Patterns becomes identifiers of meaningfulness
to the user
Patterns used to make content marketing more
efficient, direct and relevant
14. ”Using Patterns of user behavior as identifiers of
meaningfulness to the user and then responding to it
by presenting the right stories for the right users
renders marketing efforts more successful and with
higher outcomes
15. Contextual Marketing
Combining Content Marketing with a Pattern
based approach
Aggregating data with Demographics,
Geography, History and Events
Creating relevant and meaningful marketing
16. ”Contextual Marketing has the potential to greatly
increase relevancy and therefore outcome of
marketing in a digital and modern approach where
measures and data of all kinds are put in place as
wayfinders for the ideal communication with the user
as they navigate the content universe
17. Aesir Content Marketing
Goal of creating ACM
• Based on user needs
• Empowering agencies and end users
• Pulling in relevant features to content
creation flow
• Focus on Content Marketing from the
website
18. Aesir Content Marketing
Live demo facts
• Existing Joomla / redSHOP B2C solution
• Aesir implemented
• Collecting user data
• Starting to utilize in every day scenario
• Business transformation
