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. The New Era of ContextSurviving the aftermath of the empowered buyer Presented by @msweezey
- 2. TO GET SLIDES Google @msweezey
- 3. NEW ERAUnderstanding This is the only way to solve these issues WE MUST START AT THE BEGINING
- 4. I N 1 9 6 0 t h e r e a r e ONLY 5MEIDA CHANNELS @msweezey
- 5. LIMITEDMEDIA LIMITED IN WHO CAN CREATE IT LIMITED IN WHO CAN DISTRIUTE IT LIMITED IN WHO CAN CONSUME IT *This is very important @msweezey
- 6. N O W I N 2 0 1 7 THERE ARE200+ CHANNELS @msweezey
- 7. UNLIMITEDCreation UNLIMITEDDistribution UNLIMITEDConsumption*This is a new era of media @msweezey
- 11. Theproblem: More media than ever is available & It is not from businesses @msweezey
- 17. contextHow to break through the infinite noise Surviving in a world of AI requires an understanding of
- 18. Available In the age of filters and algorithms being there takes a very different approach. First KEY of context
- 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. personal 2nd KEY of context a completely fluid set of experience created for a single person, directed completely by the periphery.
- 22. 65% of B2B buyers would switch brands if the vendor doesn’t personalize communication to their business – SFDC RESEARCH 2016 “ @msweezey
- 23. BEHAVIORS Companies who use marketing automation see an increase in revenue by 34%. - Pardot
- 24. IP ADDRESS Demandbase saw lead flow increase by 400% when they dynamically changed the content based on IP addresses of visitors. @msweezey
- 27. Authentic Means more than just being genuine, it is “What is expected” 3rd KEY of context
- 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?
- 30. GIRLAT THEPARTY Stage based marketing is understanding people will only engage with content relevant to their stage. @msweezey
- 32. 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
- 35. The average number of page views per session is 1.7 on B2B sites. “ @msweezey
- 36. predictive Sales jumped 50% by introducing predictive content DYNAMIC CONTENT BASED ON WEB BEHAVIOR DYNAMIC DYNAMIC DYNAMIC @msweezey
- 39. 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
- 40. Kronos uses these comics to share on social media. They see 10x more engagement on these comics than their corporate blog. “ @msweezey
- 41. 51% of the time a CEO’s picks up their mobile device because they are bored. - Pew Research “
- 42. conclusion Wrap this up with a bow on it
- 43. environment We live in a totally new Where your old ideas don’t work anymore.
- 44. LIMITLESS THERE IS NOW Content, and all of it has permission
- 45. CONTEXT You’re only hope is And context is a hierarchy of things
- 46. moments Context is to the Moments matter more than ever