Pattern Based Responsiveness - Content Marketing Evolved

By Ronni K. Gothard Christiansen

Who am I?

Ronni K. Gothard ChristiansenCEO 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 ApSAesirContentMarketing.comVanirCommerce.com

20+ years experience with Web / IT.

Agenda

1. Introduction2. Content Marketing3. Pattern Based Responsiveness4. Contextual Marketing5. Aesir Content Marketing6. Questions7. Thanks

MarketingBehavioral 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

Web developmentIn 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

UsercentricIn 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

Search EnginesPeople 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

Pattern CentricBy 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

Pattern CentricPatterns 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

Content MarketingTakes 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).

”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.

Content Marketing

http://www.palby.dk/tips-tricks/min-bad-har-faet-osmose-hvad-nu

Pattern Based ResponsivenessPatterns makes us understand users needs

Patterns becomes identifiers of meaningfulness to the user

Patterns used to make content marketing more efficient, direct and relevant

”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

Contextual MarketingCombining Content Marketing with a Pattern based approach

Aggregating data with Demographics, Geography, History and Events

Creating relevant and meaningful marketing

”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

Aesir Content MarketingGoal 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

Aesir Content MarketingLive demo facts• Existing Joomla / redSHOP B2C solution• Aesir implemented• Collecting user data• Starting to utilize in every day scenario• Business transformation

Aesir Content MarketingRoad Map• Finalize abstraction levels• UX Update• Channel support (social media channels)• Standard integrations– ERP (Dynamics NAV, AX)– CRM (Dynamics CRM, SalesForce)– PIM (Akeneo)

QuestionsCan Aesir be integrated to my coffee machine?

Are vikings really as cool as you Ronni?

How do i become an Aesir Partner?

Thanks

Follow on @redweb.dk

Read more onwww.aesircontentmarketing.com