Nobody Cares About Your Newsletter - Mobile Marketing

@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 influential 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

@msweezey!
Raphus cucullatus
Extinction:
More than 99 percent of
all species, amounting
to over five billion
species, that ever lived
on Earth are estimated
to be extinct due to
environmental factors.

@msweezey!
Environmental
change
Status quo no longer exists. We
must look at how things have
changed to move forward.

@msweezey!
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 fulfill their needs.

@msweezey!
Media has changed
infinitely
Media has changed the
environment we live in causing
major changes to our species

@msweezey!
DIGITAL DISCOVERYA 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!
Media
UBIQUITYAnyone 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.

@msweezey!
Estimated Ad impression
Per day
5000

@msweezey!
““CMO will have the
largest IT budget by
2017
-Gartner

@msweezey!
New Media affects
actions
Media has changed the way
people relate to each other, act,
and obtain information.

@msweezey!
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.

@msweezey!
Guttenberg Meant
nothing to the illiterateYet no person can argue his impact to society. is is the same analogy for
infinite mobile media. No business in the future will be able to survive with
out an understanding of how to operate in a world of infinite mobile media.

@msweezey!
Socially Literate: Understanding
modern media changes how we want to
engage with media, and what we want out
of our relationships with mobile media.

@msweezey!
“A” or “b”How do you download data?

@msweezey!
“We batch research”

@msweezey!
Daily content consumption. Usually is Learn,
and Escape. Happens across all media channels.
How we engage with Research content.
Batch Research Defined

@msweezey!
We bypass bullshit
Nobody wants to talk to sales.

@msweezey!
Of the buying cycle by 2020
will happen before we talk
to sales.
80%

@msweezey!
12 hours per daye time a person spends in front
of a screen.

@msweezey!
Always on createsMultitasking which has eroded
our memory, and the way we
process things mentally.

@msweezey!
e average person used to have
seven queues they stored memory
too.

@msweezey!
Now they have three. ey are
relying on their mobile phone to
do the rest.

@msweezey!
8 Secondse average adult attention span
in 2013

@msweezey!
9 Seconds
Goldfish have an attention span of

@msweezey!
Buying behaviors
change
Instant access, and always on
have change our decision
making process.

@msweezey!
of B2B buying decisions
Involve mobile media
91%

@msweezey!
But do you really?
“I get all that”

@msweezey!
of Fortune 500 companies are
removed from the list in Last
decade (2004-2015)
1/3

@msweezey!
ContentSeth Godin writes “Permission Based Marketing” in 1999.
Becomes a National Best Seller, creating the idea of content
marketing.

@msweezey!
“media Companies”
Should we all be?

@msweezey!
InfluenceAmount of consumption
does not equal influence
from content marketing.

@msweezey!
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

@msweezey!
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

@msweezey!
Media Made money Because they
owned the relationship. Not because
they mass published media.
We should learn…..

@msweezey!
Relationship > CONTENT
We should learn…..
Campaign
CONVERSIONS

@msweezey!
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.

@msweezey!
An Infinite mobile
Mindset
Most of the mobile media
about our business isn’t
created by us.

@msweezey!
Infinite mobile media means a
mobile strategy must begin with a
holistic mindset
Mobile is more than
Just what you say

@msweezey!
MindsetEveryone 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.

@msweezey!
Mindset is an organizational
discipline, branding is a
departmental execution.
Mindset > Branding

@msweezey!
“SHIP MY PANTS”

@msweezey!
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?

@msweezey!
Traditional branding is ineﬀective
because it is unsustainable to think a
single department can manage your
brand in the infinite media
environment.

@msweezey!
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

@msweezey!
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

@msweezey!
“Consumers want
honest and authentic
experiences”
-Joseph Pine II

@msweezey!
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%PathtoPurpose

@msweezey!
EscapePeople 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.

@msweezey!
LearnPeople 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.

@msweezey!
WARNING: You engaging with this
presentation is you “Learning”.

@msweezey!
SeekPeople wanting to seek will
dedicate time to search, learn, and
solve. ey are looking for content
to help them fulfill purpose, or
solve a problem.

@msweezey!
1.4 Trillion hours/day
are spent online every day in the United States

@msweezey!
PresencePeople want to be present in all scenarios possible. is means being active, as
well as passive in the situations they choose.

@msweezey!
28% of all online usage
Social networks account for

@msweezey!
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 TargetingPay 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
TargetingConvert social followers into
email followers with modern
video conversation techniques.

@msweezey!
66%Of all emails are opened on a smart phone.
-Moveabletype

@msweezey!
“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
“
“

@msweezey!
Predictive future
Conversion Rate Lift
from Email
25%
Website
Revenue Lift
10%
Click rough
Rate Lift
35%
2014 Salesforce Predictive Intelligence Benchmark Report

@msweezey!
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.

@msweezey!
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.

@msweezey!
Hyper Geo TargetingIs targeting buyers who have visited Chevy dealerships via Pinpoint

@msweezey!
Micro Actionsink of them as digital hugs from your peers

@msweezey!
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….

@msweezey!
Notificationse final frontier for marketers on mobile.

@msweezey!
Shared Value + Shared Action = Shared Profit
Action Branding Formula

@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 profit
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

@msweezey!
Thank youPlease share if you enjoyed this @msweezey

Nobody Cares About Your Newsletter - Mobile Marketing

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