The Context Marketing Revolution: How to Motivate Buyers in the Age of Infinite Media
- ISBN-10
- 1633694038
- ISBN-13
- 9781633694033
- Category
- Business & Economics
- Pages
- 272
- Language
- English
- Published
- 2020-03-24
- Publisher
- Harvard Business Press
- Author
- Mathew Sweezey
Description
In a world of limitless media noise, how can businesses break through to customers? Context. We are in the midst of a massive media revolution. For the first time in history, ordinary people around the world have the ability to create, distribute, and consume content instantly, from anywhere, using connected devices. The massive increase in media "noise" created by these consumers and devices creates an entirely new situation that makes conventional marketing models obsolete. And yet countless companies and marketing organizations continue to rely on traditional models, assuming that their "campaigns" will sway customers. They couldn't be more wrong. In this provocative and practical book, Salesforce marketing maven Mathew Sweezey boldly outlines this new "infinite media" environment and poses a profound question: In a transformed world where customers shape their own experience, what is the key to breaking through and motivating them to buy? It is context--the close linkage between an individual's immediate desires and the experiences a brand creates to fulfill them. Drawing on new research and new insights into current consumer psychology, Sweezey defines the five key elements of context. Customer experiences must be: Available: Helping people achieve the value they seek in the moment Permissioned: Giving people what they've asked for, on their terms Personal: Going beyond how personal it is to how personally you can deliver it Authentic: Combining voice, empathy, and brand congruence simultaneously Purposeful: Creating a deeper connection to the brand, beyond the product Sweezey uses vivid examples to highlight a new marketing model used by high-performing brands big and small. The final part of the book shifts to execution, providing a new rule book for context-based marketing. The Context Marketing Revolution will change forever how you think about the purpose and practice of marketing.
Get the book
Similar books
-
Context Marketing Revolution: How to Motivate Buyers in the Age of Infinite Media
By Mathew SweezeyHow to market brands in the infinite media era: Shifting from campaigns to customer journeys -- Triggers along the journey -- Using automation to guide journeys -- Faster, better: building agile processes into the journey -- A new business ...
-
The Visual Marketing Revolution: 26 Rules to Help Social Media Marketers Connect the Dots
By Stephanie DiamondOffers advice on using visual methods to rapidly grow a business, discussing what tools create visual content, elements that grab customers' attention, and tactics for reaching customers through social media platforms.
-
Marketing Automation For Dummies
By Mathew SweezeyMarketing automation is a next-generation, CRM-related tool for increasing lead conversions and improving forecasting and customer segmentation This book provides an easy-to-understand introduction to the tools and technology, helping you ...
-
The Fourth Industrial Revolution
By Klaus SchwabBut this is just the beginning: nanomaterials 200 times stronger than steel and a million times thinner than a strand of hair and the first transplant of a 3D printed liver are already in development.
-
The Gentle Marketing Revolution: A Radical Business Approach to Get New Clients with Integrity and Kindness.
By Sarah SantacroceWhat if there was a way ou could connect with clients authentically and in alignment with your values and still make money? What if purpose and profit could coexist in the business world? Enter the Gentle Marketing Revolution..."--cover
-
Using Artificial Intelligence in Marketing: How to Harness AI and Maintain the Competitive Edge
By Katie KingIt also explores the inevitable myths, concerns and ethical questions that can arise from the large-scale adoption of AI. This book is an essential read for every 21st century marketer.
-
Spend Shift: How the Post-Crisis Values Revolution Is Changing the Way We Buy, Sell, and Live
By Michael D'Antonio, John Gerzema" Umair Haque Director of the Havas Media Lab and founder of Bubblegeneration "Shift into learning mode. This book will help you achieve escape velocity. Gerzema and D'Antonio have the facts, but also the prescription.
-
Revolutionary Power: An Activist's Guide to the Energy Transition
By Shalanda BakerBaker tells the stories of those who have been left behind in our current system and those who are working to be architects of a more just system.
-
The Iconist: The Art and Science of Standing Out
By Jamie MustardTake Andy Warhol with his Campbell's Soup Cans, Marilyn Diptych, Cow Wallpaper, Mao Tse-Tung, Double Elvis, selfportraits, and his endless array of pop masterpieces. Many don't realize that Warhol was also an illustrator of intricate, ...
-
Future Proof Your Marketing: How to Grow Your Business with Digital Marketing Now and During the Artificial Intelligence Revolution
By Kevin GetchIn Future Proof Your Marketing, Kevin Getch will help you see that the best way forward is with a customer-centric approach to marketing that focuses on long-term success.