nobody cares about your newsletter - mobile marketing
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@msweezey!
Nobody cares about your
newsletter
How to break thought the limitless digital noise, and build meaningful and lasting relationships with mobile marketing. IMW 2015
@msweezey!
Biography: Mathew Sweezey Mathew is the Principal of Marketing Insights at Salesforce.com. Listed as the one the top 10 most in!uential B2B marketing thought leaders by Onalytica, and the author of Marketing Automation for Dummies. His work has been featured in Moz, Clickz, DemandGen Report, Mashable, and many others.
@msweezey!
1. Why nobody cares about your newsletter 2. Data to help you argue the point internally 3. Tactics which are the best use of mobile
marketing
CONTENTS
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Raphus cucullatus
Extinction: More than 99 percent of all species, amounting to over "ve billion species, that ever lived on Earth are estimated to be extinct due to environmental factors.
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Environmental change
Status quo no longer exists. We must look at how things have
changed to move forward.
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The Environment
Business: Use media to consume information and to publish information. ey are reactionary to the consumer.
Media: Is the medium for communication between all parties in the environment.
Consumers: Are the ones who obtain information from media to ful"ll their needs.
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Media has changed infinitely
Media has changed the environment we live in causing
major changes to our species
@msweezey!1960 2014
5
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DIGITAL DISCOVERY A person uses more computing power to do a search on Google, than all of NASA had in 1969, when they landed a man on the moon.
@msweezey!1960 2014
200 5
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“ Media UBIQUITY
Anyone in the world can create, distribute, and consume content. ere are more people in the
world with a cell phone, than there are those with clean drinking water, or electricity.
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Estimated Ad impression Per day
5000
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“ “ “ CMO will have the largest IT budget by
2017 -Gartner
@msweezey!2014 2020
1k+ 200
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New Media affects actions
Media has changed the way people relate to each other, act,
and obtain information.
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“ Media Changes
cultures e written word destroyed the oral society, and brought with language, math, and documented
history. Gutenberg democratized writing, and the internet combined with mobility has changed us
once again.
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Guttenberg Meant nothing to the illiterate
Yet no person can argue his impact to society. is is the same analogy for in"nite mobile media. No business in the future will be able to survive with out an understanding of how to operate in a world of in"nite mobile media.
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Socially Literate: Understanding modern media changes how we want to engage with media, and what we want out of our relationships with mobile media.
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“A” or “b” How do you download data?
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“We batch research”
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Daily content consumption. Usually is Learn, and Escape. Happens across all media channels. How we engage with Research content.
Batch Research Defined
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We bypass bullshit Nobody wants to talk to sales.
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Of the buying cycle by 2020 will happen before we talk
to sales.
80%
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12 hours per day e time a person spends in front
of a screen.
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Always on creates Multitasking which has eroded
our memory, and the way we process things mentally.
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e average person used to have seven queues they stored memory
too.
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Now they have three. ey are relying on their mobile phone to
do the rest.
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8 Seconds e average adult attention span
in 2013
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9 Seconds
Gold"sh have an attention span of
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Buying behaviors change
Instant access, and always on have change our decision
making process.
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of B2B buying decisions Involve mobile media
91%
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But do you really?
“I get all that”
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of Fortune 500 companies are removed from the list in Last
decade (2004-2015)
1/3
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Content Seth Godin writes “Permission Based Marketing” in 1999. Becomes a National Best Seller, creating the idea of content marketing.
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“media Companies”
Should we all be?
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Influence Amount of consumption does not equal in!uence from content marketing.
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71% of B2B buyers have been disappointed by content
-Pardot research 2013
71% Of B2B Buyers Have been disappointed with
content -Pardot Research Report 2013
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71% of B2B buyers have been disappointed by content
-Pardot research 2013
25% Of them will never engage with your
content again -Pardot Research Report 2013
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Media Made money Because they owned the relationship. Not because they mass published media.
We should learn…..
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Relationship > CONTENT
We should learn…..
Campaign CONVERSIONS
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Achieved a 30% reduction in sales cycle length in their industrial storage business within one year, and another 25% reduction in two years with
the use lifecycle marketing focused on the relationship.
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An Infinite mobile Mindset
Most of the mobile media about our business isn’t
created by us.
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In"nite mobile media means a mobile strategy must begin with a
holistic mindset
Mobile is more than Just what you say
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Mindset Everyone in the organization understands everything they do will end up online. Services will receive tweets, product will receive reviews, and sales will be talked
about. Everyone must understand the net positive effects of their actions.
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Mindset is an organizational discipline, branding is a departmental execution.
Mindset > Branding
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“SHIP MY PANTS”
@msweezey!“SHIP MY PANTS” �
@msweezey!“SHIP MY PANTS” �
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1000’s of marketing channels, 24/7 with
out you being involved e question is how do you make sure content related to your brand is maintaining the best
possible experience?
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Traditional branding is ineffective because it is unsustainable to think a single department can manage your
brand in the in"nite media environment.
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Creating Mindset
- What do we value in an employee - What do we value in a customer - What do we call success
Everyone in the company should be able to answer these three questions
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An Infinite type of content
Content is engrained much deeper in our beings than we
may imagine.
@msweezey!
Nobody says “I want content”
ey decide engage with content to solve goals, they engage with it because it aligns
with their purpose
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“Consumers want honest and authentic
experiences”
-Joseph Pine II
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Think Small
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Purpose #likeagirl campaign is watched by over 57 million fans
@msweezey!
more often than they do those that simply urge them
to buy the product being advertised. As a result, their path to purchase is actually
their path to purpose.
Consumers choose the brands that engage them
on their passions and interests
42% Pa
th to
Pur
pose
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Escape People wanting to escape will lean on self
discover and social channels. ey are looking to escape their work, life, job, and
take a short break. No barring on sales readiness.
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Learn People wanting to learn are
looking on ways to be better at what they care about. is can also take place during an escape. May
be an early sign of sales readiness if they move to research.
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WARNING: You engaging with this presentation is you “Learning”.
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Seek People wanting to seek will
dedicate time to search, learn, and solve. ey are looking for content
to help them ful"ll purpose, or solve a problem.
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1.4 Trillion hours/day are spent online every day in the United States
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Presence People want to be present in all scenarios possible. is means being active, as
well as passive in the situations they choose.
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28% of all online usage Social networks account for
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How to make mobile work
Mobile marketing is about thinking differently, and marketing in a new way.
@msweezey!
Marketing now knows every interaction they company has had with the person
across external sources. Other data sources can be added into know what
is relevant to a person based on their digital fingerprints.
Every channel has the ability to read and write to this record so in the future every conversation in enabled to be relevance. These conversations are also used to trigger automated content based on rule sets set up by the business.
External View Internal View
Must have this first!
@msweezey!
Paid Social Targeting Pay to provide amazing experiences, not ads.
• Bought house with in past 6 months, or over $350,000
• Uses an iphone, and posts pictures 1 time per week
• Lives in 30315
• Looks like those who visit my pricing page.
• Has not been to my website in past 30 days.
• Learn to use power editor.
@msweezey!
Paid Social Targeting Convert social followers into email followers with modern video conversation techniques.
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66% Of all emails are opened on a smart phone.
-Moveabletype
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“Our end goal is to present the customer with content that is relevant, not invasive”
-Kimberly Ruthenbeck, Director of Web Customer Experience for Room & Board
“ “
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Predictive future
Conversion Rate Lift from Email
25%
Website Revenue Lift
10%
Click rough Rate Lift
35% 2014 Salesforce Predictive Intelligence Benchmark Report
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Right Brain Creativity
e traditional creative brain thinks in colors, shapes, and visual appeal. We must remove our selves from thinking this is the only thing which matters.
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Creativity Left Brain
Bernay’s created the idea of Public Relations after learning from his uncle Sigmon Freud the power of the unconscious mind. He create a new form of strategic marketing which still exists to this day. is is our guide.
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Hyper Geo Targeting Is targeting buyers who have visited Chevy dealerships via Pinpoint
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Micro Actions ink of them as digital hugs from your peers
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Retweeting, Favoriting, At Mentioning….
Commenting on a blog posts. Sharing a blog post….
Commenting on a group, Inmail, creating new content….
Liking a post, commenting on a post, commenting in a group….
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Notifications e "nal frontier for marketers on mobile.
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Shared Value + Shared Action = Shared Pro"t
Action Branding Formula
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@msweezey!
Shared Value + Shared Action = Shared Profit
People want to rebuild Braddock PA. Levi wants to
have people associate their clothes with
work again.
Levi puts money, and hires a company to
coordinate community events to
rebuild Braddock. People pitch in, and suggest projects, and
execute them.
ey both pro"t from a better
community, which got back to working
again.
@msweezey!
Mobile marketing isn’t about mass push to cell phones, but rather 1 to 1 relationship building via strategic actions which provide people
with relevant experiences.
Mobile is a channel
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Thank you Please share if you enjoyed this
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