Golden key - Sweden 2017
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The New
Normal
S u r v i v i n g a r t i f i c i a l i n t e l l i g e n c e P r e s e n t e d b y @ m s w e e z e y
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TO GET SLIDES Google
@msweezey
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NEW ERA Understanding This is the only way to solve these issues
WE MUST START AT THE BEGINING
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I N 1 9 6 0 t h e r e a r e
ONLY 5 MEIDA
CHANNELS @msweezey
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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
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N O W I N 2 0 1 7 THERE ARE 200+ CHANNELS
@msweezey
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UNLIMITED Creation UNLIMITED Distribution UNLIMITED Consumption
*This is a new era of media
@msweezey
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BY 2020 Connected Devices
OUT NUMBER HUMANS 7 to 1
@msweezey
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@msweezey
Total Amount of Noise from 1900-2030 Blue = Businesses Red = Everything else
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@msweezey
Infinite Media Era
Limited Media Era
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The problem: More media than ever is available & It is not from businesses
@msweezey
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The Solution Artificial
Intelligence
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FOR CONSUMERS Filters / Algorithms / News feeds/ Search Results / Auto TAGGING
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It’s all designed to weed out bull sh!t.
@msweezey
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FOR Businesses Programmatic buying / RTB / Automations/Dynamic content /Lead scoring / nurturing
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It’s all designed so you can be
Contextual @msweezey
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context How to break through the infinite noise
Surviving in a world of AI requires an understanding of
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Available If you don’t have the ability to
be at the right place, at the right time, there is no
possibility of engagement
First KEY of context
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Make content @msweezey
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DUH! @msweezey
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100+ emails per day 1k social posts 26% use ad blockers
@msweezey
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76% of businesses Plan to make more Content in 2017
@msweezey
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How to break through?
@msweezey
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personal
2nd KEY of context
a completely fluid set of experience created for a single person, directed completely by
the periphery.
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65% of B2B buyers would switch brands if the vendor doesn’t
personalize communication to their business – SFDC RESEARCH 2016
“@msweezey
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BEHAVIORS Companies who use
marketing automation see an
increase in revenue by 34%. -
Pardot
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KEY metrics, customer experience & conversions
Amazon Does this
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But what happens when everything is personal?
@msweezey
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Authentic Means more than just being genuine,
it is “What is expected”
3rd KEY of context
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Do you do “A” or “B”?
HOW DO YOU
Engage with email?
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‘B’ = we all do @msweezey
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We Disqualify before we qualify
@msweezey
“
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Authentic Experiences Make the Best MARKETING
@msweezey
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Authentic Experiences BREAK THROUGH THE NOISE
@msweezey
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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
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Lets look at some moments
@msweezey
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The Moment They land on your site
@msweezey
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The average number of page views per session
is 1.7 on B2B sites. “
@msweezey
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predictive Sales jumped 50%
by introducing predictive content
DYNAMICCONTENTBASEDONWEB
BEHAVIOR
DYNAMIC
DYNAMIC
DYNAMIC
@msweezey
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How does a website answer
purpose?
Purpose: Theywanttofindtheanswersinstantly.
@msweezey
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The Moment They are social
@msweezey
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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
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Kronos uses these comics to share on
social media. They see 10x more engagement on these comics than their
corporate blog.
“
@msweezey
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51% of the time a CEO’s picks up their mobile device because they are
bored. - Pew Research “
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conclusion Wrap this up with a bow on it
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environment We live in a totally new
Where your old ideas don’t work anymore.
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LIMITLESS THERE IS NOW
Content, and all of it has permission
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CONTEXT You’re only hope is
And context is a hierarchy of things
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moments Context is to the
Moments matter more than ever
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@msweezey Mathew sweezey
THANK YOU