What the F@*% is Context Marketing? #INBOUND2013

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Information about What the F@*% is Context Marketing? #INBOUND2013

Published on February 28, 2014

Author: HubSpot

Source: slideshare.net

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INBOUND 2013 presentation by Kipp Bodnar.
Register for INBOUND 2014 at www.inbound.com

WHAT THE F@*% IS CONTEXT MARKETING? Kipp Bodnar, Director of Marketing, HubSpot #INBOUND13

KIPP BODNAR @kippbodnar I am a Trivia Junkie.

#INBOUND13

I TRY TO BE A GOOD FRIEND

I SEND CARDS I OFFER ADVICE I BUY GIFTS #INBOUND13

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

PROBLEM: COMPANIES DON’T KNOWS US WELL ENOUGH TO BE OUR FRIENDS

Most Don’t Want To Know Us

You Are Different You Care…

YOU ARE READY FOR CONTEXT MARKETING.

“CONTEXT MARKETING RESPECTS THE HABITS, GOALS AND DEVICES OF PEOPLE.”- @KIPPBODNAR #INBOUND13

8 Seconds The average attention span of American consumers in 2012. Source: Statistic Brain

Non-Contextual Marketing Is Death By 1,000 Clicks

Context Is Everywhere

WHAT IS A KEYWORD? DISHWASHER MARKETING

“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

Context Isn't A Feature It Is A Mindset

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

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

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

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

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

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

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

“Content Marketing + Context Marketing = Inbound Marketing” - @KIPPBODNAR #INBOUND13

3 Keys To Context Marketing 1  Habits 2  Goals 3  Devices

1 Habits

“HABITS GUIDE EVERY ACTION A PERSON TAKES.” - @KIPPBODNAR #INBOUND13

Lets Deconstruct Habits

Behavior Is The Building Block of Habits

Behavior Is The Building Block of Habits

Collect Demographic Information

“COLLECT DEMOGRAPHIC INFO VIA PROGRESSIVE PROFILING TO PROVIDE BETTER CONTEXT”@KIPPBODNAR #INBOUND13

Collect Demographic Information

“WITHOUT INTEGRATED SYSTEMS CREATING CONTEXT IS IMPOSSIBLE.”@KIPPBODNAR #INBOUND13

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

2 Goals

“CONTEXT MARKETING REQUIRES FOCUS ON PEOPLE NOT TACTICS.”@KIPPBODNAR #INBOUND13

Advance A Customer’s Goal Not Your Agenda

You’ve Got The Content

Context Turbo Charges Content

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

Websites Are Stuck In The 90s

SOME CONTENT IS ONLY EFFECTIVE IN THE RIGHT CONTEXT.

THE AVERAGE UNSUBSCRIBE SCREEN.

GROUPON’S UNSUBSCRIBE SCREEN.

HUBSPOT’S UNSUBSCRIBE SCREEN.

ENGAGEMENT THROUGH CONTEXT. http://twitter.com/meaghano/status/1767991757

ENGAGEMENT THROUGH CONTEXT.

3 Devices

“MOBILE DEVICES HAVE BECOME LIFESTYLE EXTENSIONS. MARKETERS MUST RESPECT THEM”@KIPPBODNAR #INBOUND13

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

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

Start with Responsive Design

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

http://bit.ly/10VCTsK PERSPECTIVE: Consumer/ Prospect Context Turbo Charges Content’s Value.

Optimize Image Sizes For Mobile Web Connections

Cookies and Multiple Devices

Contact Engagement Key To Cross Device Context

Don’t Have Theme Elements That Waste Space

Context Doesn’t Need To Be Complicated

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

FIND MOMENTS WHEN CONTEXT MATTERS

Be Responsive

“TREAT PROSPECTS AND CUSTOMERS LIKE PEOPLE NOT NUMBERS”@KIPPBODNAR #INBOUND13

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