Conventional marketing is becoming obsolete, according to Mathew Sweezey. The traditional way of doing things isn’t going to work anymore. What will? Focusing on context. According to Mathew, context is “the close linkage between an individual’s immediate desires and the experiences a brand creates to fulfill them.” How do you move toward context marketing? Mathew shares some strategies in this episode of Content Callout. Don’t miss it!
Mathew Sweezey is the Director of Marketing at Salesforce and the author of the book The Context Marketing Revolution. He is one of the leading minds on the future of marketing. His insight into consumer behavior, technology, and new business strategies have changed the way people think about marketing and building modern brands. He’s also the award-winning podcast host of the Electronic Propaganda Society.
Outline of This Episode
- [1:22] Matthew Sweezy’s Intro
- [1:45] Three actionable tactics + strategies
- [2:15] Content Co-Creation + Context
- [7:27] Co-creation and advocacy are the same
- [10:02] A discussion of gamification
- [13:13] Where content creation is heading
- [15:29] Getting good at modular content
- [16:52] Open AI and GBT-3: will automated text impact content?
- [21:00] Customer experience and building trust
- [23:26] Write these three words down
- [24:22] How to connect with Mathew
The fallacy of right message, right person, right time
Mathew points out that so many people are talking about context marketing, but they’re not hitting the nail on the head. They’re saying all you need to implement is a new level of programmatic ad-buying. Wrong. The idea of right message, right person, right time is NOT a true theory. Yes, it can increase engagement rates, but it isn’t the end-all-be-all.
If all you needed was the right message, to the right person, at the right time Google ads would have a higher engagement rate than 2.35%. 97% of the time you run a Google ad it fails. It’s not a truism. The point of context is to realize that the game of marketing is dictated by the environment that you operate within. It’s different for everyone.
Delivering value in the moment
From a macro-level, the largest environment is the media. The media environment dictates the concept of how people relate and connect. When that changes, the foundational elements that we use to connect brands and humans together will shift and change. Mathew notes that prior to this shift, we lived in a limited media world. To create media you needed capital and a distribution method. Now we live in an infinite media era.
What is the value that the individual is trying to get out of that moment? That is the context of the moment. You need to look at the world through this lens. Look at timestamps on social media posts. They’re not chronological news feeds—they’re contextualized news feeds based on what the algorithm thinks you want to see in that moment. Look at a Google search. Everyone gets different results based on the context of what you’ve searched in the past.
What is co-creation in terms of the context?
We are talking about a new world and a new way of connecting. Then you bring in the concept of co-creation. Consumers are now the largest creators of content in the world. If marketers want to break through the noise, they have to realize there is a different type of noise. Breaking through it is done differently. Now that individuals can create content, we need to leverage that power—not try to work against it. When you focus on that power, all the other channels pick it up.
In the old days of Google, the popularity of your page was important. How many backlinks do you have? How long do people stay on the page? It’s the same concept as social media. How do you get people to engage? Co-create with them. Have them help you build it. They’re more likely to share something they’re engaged in from the get-go. Consumers want to work with you, not to have you work on them.
Co-creation: Understand the deep needs of humans
If you want to pull back the curtain of social media and understand it, you have to go deep inside of a person. By understanding the deep needs of the human, you can craft campaigns that meet them in those moments. Why don’t we think about this on social? People don’t just want cool stuff. They do want these basic things on social media:
- Self-projection: why do I post on social? It’s not to be a content creator. You want people to know you, so you project the image of what you want people to know about you. When you engage with that, you validate it. The dopamine cycle kicks in and you continually seek validation.
- Reciprocity: I like your post because if I don’t you won’t like mine.
- Belonging: Human creatures want to belong.
Those are the real reasons we’re on social media. Advocates don’t share things because they’re using that platform for their own self-projection. That is why co-creation is so important.
How does Mathew feel about gamification? How do you leverage modular and agile content? Where is the future of content creation? Listen to the whole episode to hear Mathew’s thoughts!
Resources & People Mentioned
- Edward Bernays
- Daniel Wellington
- Salesforce Pardot
- Marshall McLuhan
- Bain & Company
- BOOK: The Experience Economy
Connect with Mathew Sweezey
- BOOK: The Context Marketing Revolution
- PODCAST: Electronic Propaganda Society
- Matthew’s Website
- Connect on LinkedIn
- Follow on Twitter