Future of Marketing - Sydney 2016
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Transcript of Future of Marketing - Sydney 2016
Infinite Noise Surviving the aftermath Of the empowered buyer
B y M a t h e w S w e e z e y @ m s w e e z e y
@msweezey
ABOUT ME Mathew Sweezey
Principal of Marketing Insights Salesforce
Author of
• Marketing Automation for Dummies (2013)
• Context Revolution(2017)
Big problems That nobody is talking about yet
We have some very
Lead Generation Conversion rate ROI – CLICK THROUGH EMAIL SUBSCRIBERS
Environment Understanding This is the only way to solve these issues
We operate In a new
THE ENVIRONMENT
- BIZ
-
- CONSUMER
- MEDIA
IS connective tissue of all commerce, and communication
@msweezey
I N 1 9 6 0 t h e r e a r e
ONLY 5 MEIDA
CHANNELS @msweezey
LIMITED MEDIA LIMITED IN WHO CAN CREATE IT LIMITED IN WHO CAN DISTRIUTE IT LIMITED IN WHO CAN CONSUME IT
*This is very important
@msweezey
Breaking Through Was about Hype, sex, And flash
Be Top of mind Minimize waste Sell the feeling Convert, sell, sell
There is no mind to be top of
Humans have offloaded memory to
devices
There is no such Thing as waste In a world of One to one marketing
N O W I N 2 0 1 5 THERE ARE 200+ CHANNELS
@msweezey
UNLIMITED Creation UNLIMITED Distribution UNLIMITED Consumption
*This is a new era of media
@msweezey
BY 2020 Connected Devices
OUT NUMBER HUMANS 7 to 1
@msweezey
Up until 2007 businesses were the largest creators of noise. No consumers, and soon connected devices will be the largest creators of noise. They are also more powerful than business noise. Your businesses messages can not compete unless you understand the power of authenticity.
We Entered The new
Era in 2007
@msweezey
SO WHAT?
Permission Based Marketing Spawns the content
revolution
@msweezey
S e t h G o D i n S u g g e s t s : I n a w o r l d w i t h i n f i n i t e d i s t r i b u t i o n , o n l y t h e m e s s a g e s w h i c h a r e g i v e n p e r m i s s i o n w i l l g e t e n g a g e d w i t h .
This is the problem. Connected devices, social networks, email. All of these have permission to be in their lives, and now that is table stakes. The real issue is how do you break through when everything is relevant.
@msweezey
Every piece of Noise in the
red Already
has permission
NEXT EVOLUTION
When everything has permission, only the most contextual message gets
engaged with “
@msweezey
context How to break through the infinite noise
The how to of
@msweezey
Diagram of context
Available
Purposeful
Authentic
Available The lowest level of context and it is easy to understand why. There is no way to be contextual if you are not there. Once there you then begin to compete on other levels, and to other degrees.
Authentic Authentic in modern media means “what is expected”. So if you send an email with a personal subject line, and write it in HTML it is not authentic. If someone lands on a webpage and it doesn’t have the answer to their question, it isn’t authentic.
Purposeful Does it fulfill their purpose of the moment. Are they trying to escape, to fight boredom, to learn, to research? Only the message which helps them fulfill their purpose at the moment has a change to get engaged with.
RULES of context
1. CONTEXT BUILDS ON ITS SELF. (YOU CAN NOT BE PURPOSEFUL IF YOU ARE NOT THERE.) 2. CONTEXT IS TO THE MOMENT, AND CHANGES BY THE MOMENT. (WHAT IS
CONTEXTUAL THIS MOMENT IS NOT THE NEXT)
3. ONLY THE MOST CONTEXTUAL MESSAGE WILL BE ENGAGED WITH 4. A choice will always be made from existing options (if only one
option then it is authentic and purposeful by default)
5. The more options the more important authenticity and purpose become.
May the odds be forever in your favor
authenticity Get the joke?
Building
New deffinition
Au-then-ticMeans more than just being genuine. It means helping people have the experience they believe they should be having. In the new era this means you have to leverage new technology, new tactics, and new types of content because with out it your messages will never rise above the noise.
@msweezey
Do you do “A” or “B”? A – open an email, scan it, and decide to read it or delete it. Then go to the next? B – scan the inbox, delete the junk, and work on the rest?
HOW DO YOU
manage email?
‘B’ = disqualify before you qualify
@msweezey
You can identify if an email is authentic or not with in a fraction of
a second! “
@msweezey
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 DO YOU
DOWNLOAD CONTET?
‘B’ = YOU BACTCH RESEARCH
@msweezey
Daily content consumption. Usually is Learn, and Escape. Happens across all media channels.
How we engage with Research content.
BATCH\
SALESMarketing
The spike is the quick rise in
content consumption.
Threshold is the amount of
content it takes for you to feel
like you have enough.
@msweezey
GIRL AT THE PARTY Stage based marketing is understanding people will only engage with content relevant to their stage.
@msweezey
What if we sent this email to
the girl at the party? Would she
open it?
Subject line: “Pardotisthebestmarke0ngautoma0ontool”
@msweezey
What if we sent this email to
the girl at the party? Would she
open it?
Subject line: FWD: New Trend in Segmentation
@msweezey
PURPOSE It’s all about the
Purpose is defined by the moment
@msweezey
Lets look at some moments
@msweezey
The Moment They land on your site
@msweezey
The average ‘micro journey’ lasts 70 seconds and includes a total of 4
websites– Google Think Research “
@msweezey
B2B DEMANDBASE SAW LEAD FLOW INCRASE BY 400%
WHEN THEY DYNAMICALLY CHANED THE CONTENT
BASED ON IP ADDRESSES OF VISITORS.
@msweezey
B2C Sales jumped 50% by introducing dynamic
content to their website and email. They saw over
$700k of sales from online in the first month.
DYNAMICCONTENTBASEDONWEB
BEHAVIOR
DYNAMIC
DYNAMIC
DYNAMIC
@msweezey
How does a website answer
purpose?
Purpose: Theywanttofindtheanswersinstantly.
@msweezey
How is a website
authentic?
Authentic: Nottosurfyoursite,buttosurfGoogle.Soifit’snottheretheybounce.
@msweezey
The Moment They are looking to buy
@msweezey
And they hire 473 data scientists to help them increase their biggest metrics, customer experience and conversions
Amazon Does this
How does dynamic
and predictive
content answer
purpose?
Purpose: Theywanttoknowaboutallop0ons.
@msweezey
The Moment They are bored
@msweezey
51% of the time a CEO’s picks up their mobile device because they are
bored. - Pew Research “
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
dynamic Context has to be
By definition each moment is fleeting
@msweezey
Gartner said by 2017 the CMO will have the largest IT budget in your
organization. “
Marketing must be contextual across all channels, and specific to the moment. This means a minimum of the following connected systems: • CRM (system of record) • Marketing Automation (system of engagement)
• Website (owned engagements) • Product (increased value)
Context Must be dynamic
@msweezey
Marketing Sales
Service
Single Customer View allows for contextual experiences to be automated on any connected channel.
Automation Platform (s) CRM
System of relevance
Allows for plug and play integrations with other apps who use data, and add to data.
Website Product API
Supports direct integration into your products and website for dynamic in product experiences, and bi directional data flow. @msweezey
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
technology Context can only be reached via
There is only one way to scale context
@msweezey Mathew sweezey
THANK YOU