Here at Boston Interactive, we have some tips that can help you learn how to utilize context properly. Here is a presentation that follows a journey where we show you how context truly is king.

1. Context First
By Matt Naffah

2. Matt Naffah is the Director of Digital Strategy
at Boston Interactive, an award-winning Boston-based
digital marketing agency. Matt is no stranger to digital,
spending his full career leading strategy and execution
for brands including Bank of America, P&G, Kraft, and
DuPont. At Boston Interactive Matt is responsible for
driving the concept of “Context First,” which is the
belief that the most successful digital programs are
derived by understanding whom we are selling to and
how consumers are buying today.
2
MATT NAFFAH
Director of Digital Strategy
AGE: 32
LOCATION: New England
EDUCATION: Franklin Pierce
MARITAL STATUS: Married
1. Educate marketers on
context’s role in our digital
world
2. Help marketers activate a
context-first strategy
3. Get people to share this
presentation on social
GOALS
1. 10+ years as a digital
strategist
2. Account Management
3. Advertising/Marketing
SKILLS
ABOUT
FACTS

3. Content CONTEXT Is King

4. 4
Content Marketing
By now, most marketers understand the importance of content marketing and the benefits
content brings to potential customers:
BRAND
AWARENESS
THOUGHT
LEADERSHIP
UNIQUE
PERSPECTIVES
EDUCATION

5. But content cannot stand alone.

6. 6
To create content tailored for
your consumers, the right
context makes all the difference.

7. 7
Matt is the proud
owner of a Sleek & Single
two-door car.
Meet Matt

8. 8
Meet Matt
Matt loves his Sleek & Single car.

9. 9
Meet Matt
It drives fast, looks nice, and fulfills his need
as a single, twenty-something business
associate.

10. 10
But things
change.

11. 11
Matt met
a girl.

12. 12
They had
a baby.

13. 13
Meet Matt’s Family
Now his Sleek & Single car no longer
works. He needs to explore new options.

14. 14
What pathway
does a new family man
take before purchasing his car?

15. 15
He doesn’t just show up
at the dealership and pick
up the keys.

16. 16
The path to purchase has
many turns, backtracks,
and hurdles.

17. 17
In short, to truly understand the
buyer’s journey of Matt, we have to
understand the context of that
journey.

18. 18
In short, to truly understand the
buyer’s journey of Matt, we have to
understand the context of that
journey.
CONTEXT
IS KING!

19. Buying Has Changed.

20. Buying Has Changed.
FOREVER.

21. 21
Buying has changed, and this means
the old model where the seller
would control the process is dead.

22. 22
Now, the buyer is the one in control, navigating
across multiple touchpoints as they self-educate,
building confidence before making a decision.
Buying has changed, and this means
the old model where the seller
would control the process is dead.

23. 23
But there is still hope
for marketers.

24. 24
“As customers face an ever-more
dizzying array of choices, they are
turning increasingly to technology
to help make decisions.”
- DANIEL KEHRER, Forbes

25. 25
As digital marketers, we can shape
how technology communicates
with our prospects.

26. Context First

27. 27
To adapt to the changing
market, we at Boston Interactive
follow the context-first
approach to marketing. ?

28. 28
Every project begins with the context.
To adapt to the changing
market, we at Boston Interactive
follow the context-first
approach to marketing.

29. 29
How do you do this?

30. 30
PERSONA JOURNEY OPPORTUNITIES
The true emotions that
drive need, spark interest,
seed doubt, and influence
decisions
The framework to develop
touchpoints where your
audience engages with
your brand
The insights that influence
how your users engage with
your brand across the
journey
CONTEXT FIRST

31. 31
To create an advantage, brands must begin to understand these
buyers beyond demographics and job titles. They must invest the
time to dig deep and uncover insights that will make a brand’s
strategy radically relevant.
Good personas inquire into the
characteristics, attributes, and interests of
the target segments who play a role in
deciding whether or not to do business
with a brand. This includes decision makers
and influencers.
PERSONAS

32. 32
THINGS TO INCLUDE ON YOUR PERSONAS:
1. What are his goals?
2. What are his challenges?
3. What life events influence his buying decisions?
4. What does he think about himself?
5. What are his hobbies?
6. What brands does he most identify with?
7. How does he view technology?
8. How does he view dealerships?
9. Who are his influencers?
Who is new family man MATT?
Go beyond basic demographics. Demographics are just statistics. And
statistics will never give you a full picture of your persona.
PERSONAS

33. 33
Dig deep. Uncover what
makes New Family Man
Matt tick.
Already, you can start to see
how this information plays into
your content strategy and
development. Am I right?
PERSONAS
Who is new family man MATT?

34. 34
Today’s consumers are active buyers, participating in the shopping
process more than ever. They expect—no, they require brands to provide
the information they need at the most relevant times in their journey.
Use the buyer's journey framework to develop the touchpoints where
your audience engages with your brand. To put it another way, these
touchpoints should influence your media channels, your content, your
tactics, your design…everything.
JOURNEY

35. 35
1. AWARENESS: Your buyer is not yet aware of a need but susceptible to triggers.
2. INTEREST: He collects information and creates criteria to determine the best solution.
3. CONSIDERATION: He begins to discover the right brands that can deliver a solution based
on his new criteria.
4. DECISION: He narrows down brand options and prepares to make a confident decision.
Break the Journey into Four Phases
JOURNEY

36. 36
Layer On Your Touchpoints
JOURNEY

37. 37
Once you know your personas and journeys, you can utilize
data from both your own web properties and third-party
services.
Opportunities
For the first two stages we’ve already
discussed, you’re focusing on how your
consumers travel along their individual
paths to purchase. With the data you
uncover, you are now able to find
opportunities to influence how they
engage with your brand across the
journey.

38. 38
Opportunities
1. Past history across your web properties
2. Engagement with your digital ecosystem (e.g., media
buying, social, etc.)
3. Location/device
4. Industry trends & insights
4 Types of Data that Lead to Opportunities

39. 39
Opportunities
Screenshot of HubSpot’s website visitor history.

40. See CONTEXT FIRST in Action

41. 41
Get Our Buyer’s
Journey Infographic
Love this presentation? Take it with
you anywhere!
http://bstn.fyi/1MZg9uZ

42. About Boston Interactive
Boston Interactive is a digital marketing agency that combines custom online strategies with
emerging technologies. With success stories in higher education, legal, financial services, and more,
Boston Interactive delivers measurable user experiences and increases lead generation through
web, mobile, social, SEO, and paid search campaigns.
For more information or to schedule a FREE consultation
Call (617) 241-7977 or visit bostoninteractive.com
529 Main Street, Suite 212 | Charlestown, MA 02129 | BostonInteractive.com

43. Thank You