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.

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

8. BY2020
ConnectedDevices
OUTNUMBERHUMANS
7to1
@msweezey

9. @msweezey
TotalAmountofNoise
from1900-2030
Blue=Businesses
Red=Consumers/Devices

10. @msweezey
InfiniteMediaEra
LimitedMediaEra

11. Theproblem:
More media than ever is
available & It is not from
businesses
@msweezey

12. TheSolution
Artificial
Intelligence

13. FORCONSUMERS
Filters/Algorithms/
Newsfeeds/Search
Results/AutoTAGGING

14. It’salldesigned
toweedout
bull sh!t. @msweezey

15. FORBusinesses
Programmaticbuying/
RTB/Automations/
Dynamiccontent/Lead
scoring/nurturing

16. It’salldesigned
soyoucanbe
Contextual@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

19. Attentionvs.
Engagement
@msweezey

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

25. KEY metrics,
customer
experience &
conversions
Amazon
Doesthis

26. Butwhathappenswhen
everythingispersonal?
@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?

29. ‘B’=YOUBATCH
RESEARCH
@msweezey

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

33. Letslookatsome
moments
@msweezey

34. TheMoment
Theylandon
yoursite @msweezey

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

37. How does a
website
answer
purpose?
Purpose:
They want to find the
answers instantly.
@msweezey

38. TheMoment
Theyaresocial
@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

47. @msweezey
Mathew sweezey
THANKYOU