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