WHAT THE IS CONTEXT MARKETING?

Transcription

1 WHAT THE IS CONTEXT MARKETING? Kipp Bodnar, Director of Marketing, HubSpot #INBOUND13

2 KIPP I am a Trivia Junkie.

3 #INBOUND13

4 I TRY TO BE A GOOD FRIEND

5 I SEND CARDS I OFFER ADVICE I BUY GIFTS #INBOUND13

6 PERSPECTIVE: Consumer/ Prospect Every Company Wants To Be Our Friend

7 PROBLEM: COMPANIES DON T KNOWS US WELL ENOUGH TO BE OUR FRIENDS

8 Most Don t Want To Know Us

9 You Are Different You Care

10 YOU ARE READY FOR CONTEXT MARKETING.

11 CONTEXT MARKETING RESPECTS THE HABITS, GOALS AND DEVICES OF PEOPLE. #INBOUND13

12 8 Seconds The average attention span of American consumers in Source: Statistic Brain

13 Non-Contextual Marketing Is Death By 1,000 Clicks

14 Context Is Everywhere

15 WHAT IS A KEYWORD? DISHWASHER MARKETING

16 RIGHT NOW BIG APPLIANCE MAKERS ONLY HAVE CONTACT WITH A BUYER ONCE EVERY TEN YEARS OR SO, BUT WITH CONNECTED DEVICES THEY COULD MAKE THAT THREE TO FOUR TIMES A WEEK. Bob Dahlberg, VP Business Development at Arrayent

17 Context Isn't A Feature It Is A Mindset

18 Most Marketer s Today Use A Narrow Context Marketing Strategy PERSPECTIVE: Consumer/ Prospect

19 75% of Marketers believe real-time personalization is very important. Source: Direct Marketing Association

20 97% of Marketers believe personalization of is important. Source: Direct Marketing Association

21 The Narrow Context Marketing Strategy Marketing Relevant List Segment Dynamic Subject Line Dynamic Body Copy Dynamic CTA

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23 A Cross-Channel Strategy Is The Key To Context Marketing Success PERSPECTIVE: Consumer/ Prospect

24 29% of Marketers personalize across marketing channels Source: Direct Marketing Association

25 The Broad Context Marketing Strategy Personas Dynamic Content Dynamic Website Images and Copy Personalized Social Media Engagement Personalized Landing Pages Mobile Optimized

26 Content Marketing + Context Marketing = Inbound Marketing #INBOUND13

27 3 Keys To Context Marketing 1 Habits 2 Goals 3 Devices

28 1 Habits

29 HABITS GUIDE EVERY ACTION A PERSON TAKES. #INBOUND13

30 Lets Deconstruct Habits

31 Behavior Is The Building Block of Habits

32 Behavior Is The Building Block of Habits

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34 Collect Demographic Information

35 COLLECT DEMOGRAPHIC INFO VIA PROGRESSIVE PROFILING TO PROVIDE BETTER CONTEXT #INBOUND13

36 Collect Demographic Information

37 WITHOUT INTEGRATED SYSTEMS CREATING CONTEXT IS IMPOSSIBLE. #INBOUND13

38 Integrated Data Sources Needed For Context " Behavior Data Website Analytics " Demographic Data Landing Page Submissions " Sales Interactions CRM Software " Social Media Activity Social Media Analytics " Custom Data Sources

39 2 Goals

40 CONTEXT MARKETING REQUIRES FOCUS ON PEOPLE NOT TACTICS. #INBOUND13

41 Advance A Customer s Goal Not Your Agenda

42 You ve Got The Content

43 Context Turbo Charges Content

44 Context Marketing Matrix* Awareness Lead MQL Opportunity Customer Website Blog Landing Pages General Homepage Dynamic Copy Product Screenshots and Use Cases Progressive Profiling Social Media Priority Response *One matrix per buyer persona.

45 Websites Are Stuck In The 90s

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50 SOME CONTENT IS ONLY EFFECTIVE IN THE RIGHT CONTEXT.

51 THE AVERAGE UNSUBSCRIBE SCREEN.

52 GROUPON S UNSUBSCRIBE SCREEN.

53 HUBSPOT S UNSUBSCRIBE SCREEN.

54 ENGAGEMENT THROUGH CONTEXT.

55 ENGAGEMENT THROUGH CONTEXT.

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57 3 Devices

58 MOBILE DEVICES HAVE BECOME LIFESTYLE EXTENSIONS. MARKETERS MUST RESPECT THEM #INBOUND13

59 2013 The year when mobileconnected devices will exceed the world s population. Source: Cisco

60 23% Of Americans now get news on a combination of at least two devices. Source: Pew Research Center

61 Start with Responsive Design

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63 PERSPECTIVE: Consumer/ Prospect Context Turbo Charges Content s Value.

64 PERSPECTIVE: Consumer/ Prospect Context Turbo Charges Content s Value.

65 Optimize Image Sizes For Mobile Web Connections

66 Cookies and Multiple Devices

67 Contact Engagement Key To Cross Device Context

68 Don t Have Theme Elements That Waste Space

69 Context Doesn t Need To Be Complicated

70 Focus On A Broad Context Marketing Strategy Personas Dynamic Content Dynamic Website Images and Copy Personalized Social Media Engagement Personalized Landing Pages Mobile Optimized

71 FIND MOMENTS WHEN CONTEXT MATTERS

72 Be Responsive

73 TREAT PROSPECTS AND CUSTOMERS LIKE PEOPLE NOT NUMBERS #INBOUND13

74 QUESTIONS?