Golden key - Sweden 2017
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Transcript of Golden key - Sweden 2017
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
TO GET SLIDES Google
@msweezey
NEW ERA Understanding This is the only way to solve these issues
WE MUST START AT THE BEGINING
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
N O W I N 2 0 1 7 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
@msweezey
Total Amount of Noise from 1900-2030 Blue = Businesses Red = Everything else
@msweezey
Infinite Media Era
Limited Media Era
The problem: More media than ever is available & It is not from businesses
@msweezey
The Solution Artificial
Intelligence
FOR CONSUMERS Filters / Algorithms / News feeds/ Search Results / Auto TAGGING
It’s all designed to weed out bull sh!t.
@msweezey
FOR Businesses Programmatic buying / RTB / Automations/Dynamic content /Lead scoring / nurturing
It’s all designed so you can be
Contextual @msweezey
context How to break through the infinite noise
Surviving in a world of AI requires an understanding of
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
Make content @msweezey
DUH! @msweezey
100+ emails per day 1k social posts 26% use ad blockers
@msweezey
76% of businesses Plan to make more Content in 2017
@msweezey
How to break through?
@msweezey
personal
2nd KEY of context
a completely fluid set of experience created for a single person, directed completely by
the periphery.
65% of B2B buyers would switch brands if the vendor doesn’t
personalize communication to their business – SFDC RESEARCH 2016
“@msweezey
BEHAVIORS Companies who use
marketing automation see an
increase in revenue by 34%. -
Pardot
KEY metrics, customer experience & conversions
Amazon Does this
But what happens when everything is personal?
@msweezey
Authentic Means more than just being genuine,
it is “What is expected”
3rd KEY of context
Do you do “A” or “B”?
HOW DO YOU
Engage with email?
‘B’ = we all do @msweezey
We Disqualify before we qualify
@msweezey
“
Authentic Experiences Make the Best MARKETING
@msweezey
Authentic Experiences BREAK THROUGH THE NOISE
@msweezey
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
Lets look at some moments
@msweezey
The Moment They land on your site
@msweezey
The average number of page views per session
is 1.7 on B2B sites. “
@msweezey
predictive Sales jumped 50%
by introducing predictive content
DYNAMICCONTENTBASEDONWEB
BEHAVIOR
DYNAMIC
DYNAMIC
DYNAMIC
@msweezey
How does a website answer
purpose?
Purpose: Theywanttofindtheanswersinstantly.
@msweezey
The Moment They are social
@msweezey
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
51% of the time a CEO’s picks up their mobile device because they are
bored. - Pew Research “
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
@msweezey Mathew sweezey
THANK YOU