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Golden key - Sweden 2017

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Slides from Keynote at Golden Key, DMA 2017 - Sweden

Publicada em: Marketing
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Golden key - Sweden 2017

  1. 1. The New NormalSurviving artificial intelligence Presented by @msweezey
  2. 2. TO GET SLIDES Google @msweezey
  3. 3. NEW ERAUnderstanding This is the only way to solve these issues WE MUST START AT THE BEGINING
  4. 4. I N 1 9 6 0 t h e r e a r e ONLY 5MEIDA CHANNELS @msweezey
  6. 6. N O W I N 2 0 1 7 THERE ARE200+ CHANNELS @msweezey
  7. 7. UNLIMITEDCreation UNLIMITEDDistribution UNLIMITEDConsumption*This is a new era of media @msweezey
  8. 8. BY2020 ConnectedDevices OUTNUMBERHUMANS 7to1 @msweezey
  9. 9. @msweezey TotalAmountofNoise from1900-2030 Blue=Businesses Red=Everythingelse
  10. 10. @msweezey InfiniteMediaEra LimitedMediaEra
  11. 11. Theproblem: More media than ever is available & It is not from businesses @msweezey
  12. 12. TheSolution Artificial Intelligence
  13. 13. FORCONSUMERS Filters/Algorithms/ Newsfeeds/Search Results/AutoTAGGING
  14. 14. It’salldesigned toweedout bull sh!t. @msweezey
  15. 15. FORBusinesses Programmaticbuying/ RTB/Automations/ Dynamiccontent/Lead scoring/nurturing
  16. 16. It’salldesigned soyoucanbe Contextual@msweezey
  17. 17. contextHow to break through the infinite noise Surviving in a world of AI requires an understanding of
  18. 18. 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
  19. 19. Makecontent @msweezey
  20. 20. DUH! @msweezey
  21. 21. 100+emailsperday 1ksocialposts 26%useadblockers @msweezey
  22. 22. 76%ofbusinesses Plantomakemore Contentin2017 @msweezey
  23. 23. Howtobreak through? @msweezey
  24. 24. personal 2nd KEY of context a completely fluid set of experience created for a single person, directed completely by the periphery.
  25. 25. 65% of B2B buyers would switch brands if the vendor doesn’t personalize communication to their business – SFDC RESEARCH 2016 “ @msweezey
  26. 26. BEHAVIORS Companies who use marketing automation see an increase in revenue by 34%. - Pardot
  27. 27. KEY metrics, customer experience & conversions Amazon Doesthis
  28. 28. Butwhathappenswhen everythingispersonal? @msweezey
  29. 29. Authentic Means more than just being genuine, it is “What is expected” 3rd KEY of context
  30. 30. Do you do “A” or “B”? HOW DOYOU Engagewith email?
  31. 31. ‘B’=wealldo @msweezey
  32. 32. WeDisqualifybeforewe qualify @msweezey “
  33. 33. Authentic Experiences MaketheBest MARKETING @msweezey
  34. 34. Authentic Experiences BREAKTHROUGH THENOISE @msweezey
  35. 35. 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
  36. 36. Letslookatsome moments @msweezey
  37. 37. TheMoment Theylandon yoursite @msweezey
  38. 38. The average number of page views per session is 1.7 on B2B sites. “ @msweezey
  39. 39. predictive Sales jumped 50% by introducing predictive content DYNAMIC CONTENT BASED ON WEB BEHAVIOR DYNAMIC DYNAMIC DYNAMIC @msweezey
  40. 40. How does a website answer purpose? Purpose: They want to find the answers instantly. @msweezey
  41. 41. TheMoment Theyaresocial @msweezey
  42. 42. 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
  43. 43. Kronos uses these comics to share on social media. They see 10x more engagement on these comics than their corporate blog. “ @msweezey
  44. 44. 51% of the time a CEO’s picks up their mobile device because they are bored. - Pew Research “
  45. 45. conclusion Wrap this up with a bow on it
  46. 46. environment We live in a totally new Where your old ideas don’t work anymore.
  47. 47. LIMITLESS THERE IS NOW Content, and all of it has permission
  48. 48. CONTEXT You’re only hope is And context is a hierarchy of things
  49. 49. moments Context is to the Moments matter more than ever
  50. 50. @msweezey Mathew sweezey THANKYOU