Systematically Rising Above The Noise Three Four Ways to Break Through Mathew Sweezey Principal of Marketing Insights Salesforce msweezey @msweezey ABOUT M E Mathew S weezey Principal o f M arketing I nsights Salesforce Author of • Marketing Automation for Dummies (2013) • Context Revolution(2018)
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Systematically Rising Above The Noise Three Four Ways to Break Through
Mathew Sweezey
Principal of Marketing Insights
Salesforce
msweezey
@msweezey
ABOUT ME Mathew Sweezey
Principal of Marketing Insights Salesforce
Author of
• Marketing Automation for Dummies (2013)
• Context Revolution(2018)
Purpose of the session
New ideas/tactics!
Learning how to break through to the empowered buyer means
understanding what we are up against first. Then learning how
to win in that environment. !
@msweezey
environment Understanding This is the only way to solve these issues
We aren’t in Kansas anymore
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
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
NEXT EVOLUTION
With infinite noise, 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 !
PERSONAL!
ALL!
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 it is
then the highest context)
5. The higher you go in context the less competition you have
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. !
PERSONAL Personal is the idea of a completely fluid set of experience created for a single person, directed completely
by the periphery. You never created the experience, rather a set of
parameters.
PERIPHERY The data surrounding each and
every digital action. Cookies,
URL strings, Hash, 3rd Party
Data, DSP, ect.
-Alexa research 2015
Top 6 Site are:
1. Google – uses periphery to create personal search results
2. Facebook – Uses periphery to determine what you see
3. Youtube – Uses periphery to determine what you watch next
4. Baidu – Facebook of China
5. Yahoo – Uses Periphery to determine what you experience
6. Amazon – Uses periphery to determine what offers/products
HEURISTICS Teach us
@msweezey
AUTHENTIC Means more than just being
genuine, it is “What is expected” It means helping people have the experience they believe they should be
having.
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
PURPOSEFUL Purpose is helping them
fulfill the desire/reason they are there in the first place. Purpose is to the moment.
How to Interview If you ask 9 people Via Phone These
three questions You’ll get it.
• What were you looking for ? • Did it meet your expectations ? • Have you seen better ?
systems You can only win win with
The number of experiences you must create surpass human ability to create
@msweezey
Dynamic Experiences are how you create Infinite Context
@msweezey
System #1
System of context You have to have the tech to do this!
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)
Market Sales S
vice
ting
Serrv
(s) CRM
System of Context
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
Upon a Google search to find the local store the average review is 2.9 out of 5. Creating a bad impression directly following the positive impression of the “Ship My Pants” campaign. @msweezey
Net Positive Experience
Upon going to the website to then purchase the website was broken. This now has created a “NET NEGATIVE” effect and the only way to win this consumer back is to spend more money. This is not sustainable.