Slides from Keynote at Golden Key, DMA 2017 - Sweden

1. The New
NormalSurviving artificial intelligence
Presented by @msweezey

2. TO GET SLIDES Google
@msweezey

3. NEW ERAUnderstanding This is the only way to solve these issues
WE MUST START AT THE BEGINING

4. I N 1 9 6 0 t h e r e a r e
ONLY
5MEIDA
CHANNELS
@msweezey

5. LIMITEDMEDIA
LIMITED IN WHO
CAN CREATE IT
LIMITED IN WHO
CAN DISTRIUTE IT
LIMITED IN WHO
CAN CONSUME IT
*This is very important
@msweezey

6. N O W I N 2 0 1 7
THERE
ARE200+
CHANNELS
@msweezey

7. UNLIMITEDCreation
UNLIMITEDDistribution
UNLIMITEDConsumption*This is a new era of media
@msweezey

8. BY2020
ConnectedDevices
OUTNUMBERHUMANS
7to1
@msweezey

9. @msweezey
TotalAmountofNoise
from1900-2030
Blue=Businesses
Red=Everythingelse

10. @msweezey
InfiniteMediaEra
LimitedMediaEra

11. Theproblem:
More media than ever is
available & It is not from
businesses
@msweezey

12. TheSolution
Artificial
Intelligence

13. FORCONSUMERS
Filters/Algorithms/
Newsfeeds/Search
Results/AutoTAGGING

14. It’salldesigned
toweedout
bull sh!t. @msweezey

15. FORBusinesses
Programmaticbuying/
RTB/Automations/
Dynamiccontent/Lead
scoring/nurturing

16. It’salldesigned
soyoucanbe
Contextual@msweezey

17. contextHow to break through the infinite noise
Surviving in a world of AI requires an understanding of

18. Available
If you don’t have the ability to
be at the right place, at the
right time, there is no
possibility of engagement
First KEY of context

19. Makecontent
@msweezey

20. DUH!
@msweezey

21. 100+emailsperday
1ksocialposts
26%useadblockers
@msweezey

22. 76%ofbusinesses
Plantomakemore
Contentin2017
@msweezey

23. Howtobreak
through?
@msweezey

24. personal
2nd KEY of context
a completely fluid set of experience created
for a single person, directed completely by
the periphery.

25. 65% of B2B buyers would switch
brands if the vendor doesn’t
personalize communication to their
business – SFDC RESEARCH 2016
“ @msweezey

26. BEHAVIORS
Companies who use
marketing
automation see an
increase in
revenue by 34%. -
Pardot

27. KEY metrics,
customer
experience &
conversions
Amazon
Doesthis

28. Butwhathappenswhen
everythingispersonal?
@msweezey

29. Authentic
Means more than just being genuine,
it is “What is expected”
3rd KEY of context

30. Do you do “A” or “B”?
HOW
DOYOU
Engagewith
email?

31. ‘B’=wealldo
@msweezey

32. WeDisqualifybeforewe
qualify
@msweezey
“

33. Authentic
Experiences
MaketheBest
MARKETING
@msweezey

34. Authentic
Experiences
BREAKTHROUGH
THENOISE
@msweezey

35. Purposeful
Purpose is helping them fulfill the desire/
reason they are there in the first place.
Purpose is to the moment.
4th KEY of context

36. Letslookatsome
moments
@msweezey

37. TheMoment
Theylandon
yoursite @msweezey

38. The average number of
page views per session
is 1.7 on B2B sites.
“ @msweezey

39. predictive
Sales jumped 50%
by introducing
predictive content
DYNAMIC CONTENT
BASED ON WEB
BEHAVIOR
DYNAMIC
DYNAMIC
DYNAMIC
@msweezey

40. How does a
website
answer
purpose?
Purpose:
They want to find the
answers instantly.
@msweezey

41. TheMoment
Theyaresocial
@msweezey

42. Social media is the modern
day smoke break
ESCAPE CONTENT
“
Give people something to
enjoy, and help them escape
from their day. This is
authentic to social
channels.
@msweezey

43. Kronos uses these
comics to share on
social media. They see
10x more engagement on
these comics than their
corporate blog.
“
@msweezey

44. 51% of the time a CEO’s picks up their
mobile device because they are
bored. - Pew Research
“

45. conclusion
Wrap this up with a bow on it

46. environment
We live in a totally new
Where your old ideas don’t work anymore.

47. LIMITLESS
THERE IS NOW
Content, and all of it has permission

48. CONTEXT
You’re only hope is
And context is a hierarchy of things

49. moments
Context is to the
Moments matter more than ever

50. @msweezey
Mathew sweezey
THANKYOU