Imuk13 The Absense of Context is bad for your health Kieran Flanagan

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THE ABSENCE OF CONTEXT IS BAD FOR YOUR HEALTH.

Kieran Flanagan, Marketing Director (EMEA) @HubSpot @searchbrat kflanagan@hubspot.com

A True Story.

5 years ago I was a normal active person.

5 years go I was a normal active person.

Not real size of my boombox

Until I developed a mystery illness with lots of odd symptoms.

I went searching for answers both online and offline.

Online I had LOTS of information.

Every two days we create as much information as we did from the dawn of civilisation up until 2003.

@ericschmidt

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Information is not scarce.

Our attention span is scarce.

In 8 seconds I’ll have forgotten

what I’m looking for.

My attention span lasts for a full 9 seconds. Oh, and #IMUK

rocks

Lack of context online makes our experience a lot less personal #IMUK

@searchbrat

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@Tweet this

Offline is a lot more personal.

Asks lot’s of questions

Asks lot’s of questions

Look’s at past history

Asks lot’s of questions

Look’s at past history

The right cure for

symptoms

Context helps us to better understand our audience.

It makes us be more believable.

We know Context is important online.

75% of marketers believe real-time personalisation is very important. Source: Direct Marketing Association

97% of Marketers believe personalisation of email is important. Source: Direct Marketing Association

We have gotten started with Context

marketing.

Segmented campaigns

produce 30% more opens

and a 50% higher click through rate than non segmented campaigns.

Create a Narrow Context Marketing Strategy.

Email Marketing

Relevant List Segment

Dynamic Subject Line

Dynamic Body Copy

Dynamic CTA

The key to Context Marketing success is a broad strategy.

The Broad Context Marketing Strategy.

Personas

Dynamic Website Images & Copy

Dynamic Email Content

Personalised Social Media Engagement

Personalised Landing Pages

Mobile Optimised

Context helps us get back to marketing to an audience of one rather than one broad audience #IMUK

@searchbrat

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@Tweet this

The 3 Keys to Context Marketing

1 Personal

2 Goals

3 Devices

Personal 1 Personal

Gather information across touch

points.

Collect demographic information through

Progressive Profiling.

Integrated Systems are required to make

Context possible.

Behavior Data – Website Analytics Demographic Data – Landing Page Submissions Sales Interactions – CRM Software Social Media Activity – Social Media Analytics Custom Data Sources

Integrated Data Sources Needed for Context.

Integrated Systems help us create an end-to-end journey about the person, not the business #IMUK

@searchbrat

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@Tweet this

2 Goals 2 Goals

It helps to advance your audience’s goals.

Understand where your audience are in the journey and point them in the right direction.

Using context to change CTA’s is good.

Changing the experience is better.

Most Websites are Stuck in the Past.

Some content is only effective in the right

context

Goals Goals 3 Devices

1/3 of UK traffic is now coming from smart phones and tablets. Source: ComScore

For most UK businesses,

nearly 25% of the traffic coming to their website is from someone looking at it on a mobile device. Source: Smart Insights

46% of mobile users report having difficulty interacting with a web page,

and 44% complain that navigation was difficult. Source: Keynote

Start with Responsive Design.

Optimise Your Content.

Large call to action above the

fold

Content Chunks

Context doesn’t need to be complicated.

Don’t leave your customer to self diagnose.

Be Personal. Treat your customers like people not metrics.

Advance their goals and find the moments when context matters.

Be Responsive.

The Broad Context Marketing Strategy.

Personas

Dynamic Website Images & Copy

Dynamic Email Content

Personalised Social Media Engagement

Personalised Landing Pages

Mobile Optimised

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