HubSpot Marketing director, EMEA, looks at how context helps in marketing.

1. hosted by
The fully-certified Hubspot Gold Partner

2. THE ABSENCE
OF CONTEXT IS
BAD FOR YOUR
HEALTH.
Kieran Flanagan, Marketing Director (EMEA) @HubSpot
@searchbrat kflanagan@hubspot.com

3. A True Story.

4. 5 years ago I was a normal active
person.

5. 5 years go I was a normal active
person.
Not real
size of my
boombox

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

7. I went searching for answers both
online and offline.

8. Online I had LOTS of information.

9. “
Every two days we
create as much
information as we
did from the dawn of
civilisation up until
2003.
@ericschmidt

10. Information is not scarce.

11. Our attention span is scarce.
In 8 seconds I’ll
have forgotten
what I’m
looking for.

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

13. “
@Tweet this
Lack of context
online makes our
experience a lot less
personal #IMUK
@searchbrat

14. Offline is a lot more personal.

15. Asks lot’s of
questions

16. Look’s at past
history
Asks lot’s of
questions

17. Look’s at past
history
Asks lot’s of
questions
The right
cure for
symptoms

18. Context helps us to
better
understand our
audience.

19. It makes us be
more believable.

20. We know Context
is important online.

21. 75% believe
of marketers
real-time personalisation
is very important.
Source: Direct Marketing Association

22. 97%
of Marketers believe
personalisation of
email is important.
Source: Direct Marketing Association

23. We have gotten
started with
Context
marketing.

25. Segmented campaigns
produce 30% more opens
and a 50% higher click
through rate than non
segmented campaigns.

26. Create a Narrow Context Marketing
Strategy.
Email Marketing
Relevant List Segment
Dynamic Subject Line
Dynamic Body Copy
Dynamic CTA

27. The key to Context
Marketing success
is a broad strategy.

28. The Broad Context Marketing Strategy.
Personas
Dynamic Email
Content
Dynamic Website
Images & Copy
Personalised Social
Media Engagement
Mobile Optimised
Personalised
Landing Pages

34. “
@Tweet this
Context helps us get
back to marketing to
an audience of one
rather than one broad
audience #IMUK
@searchbrat

35. The 3 Keys to Context Marketing
1
Personal
2
Goals
3
Devices

36. 1
Personal
Personal

37. Gather information
across touch
points.

40. Collect demographic
information through
Progressive
Profiling.

42. Integrated Systems
are required to make
Context possible.

43. 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

44. “
@Tweet this
Integrated Systems
help us create an endto-end journey about
the person, not the
business #IMUK
@searchbrat

45. 2
2
Goals
Goals

46. It helps to advance
your audience’s
goals.

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

48. Using context to change CTA’s is good.

49. Changing the
experience is better.

52. Most Websites are
Stuck in the Past.

57. Some content is only
effective in the right
context

59. 3
Goals
Devices
Goals

60. 1/3 of UK traffic is
now coming from smart
phones and tablets.
Source: ComScore

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

62. 46% of mobile users
report having difficulty
interacting with a web page,
44%
and
complain that
navigation was difficult.
Source: Keynote

65. Start with Responsive Design.

66. Optimise Your Content.
Content Chunks
Large call to
action above the
fold

67. Context doesn’t need to be
complicated.

68. Don’t leave your customer to
self diagnose.

69. Be Personal. Treat your
customers like people
not metrics.

70. Advance their goals and find the
moments when context matters.

71. Be Responsive.

72. The Broad Context Marketing Strategy.
Personas
Dynamic Email
Content
Dynamic Website
Images & Copy
Personalised Social
Media Engagement
Mobile Optimised
Personalised
Landing Pages

73. hosted by
The fully-certified Hubspot Gold Partner