This item is not eligible for coupon offers.

Context Marketing Revolution: How to Motivate Buyers in the Age of Infinite Media

Context Marketing Revolution: How to Motivate Buyers in the Age of Infinite Media

by Mathew Sweezey

Hardcover

$30.81 $32.00 Save 4% Current price is $30.81, Original price is $32. You Save 4%.
View All Available Formats & Editions
Available for Pre-Order. This item will be available on March 24, 2020

Overview

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 conventional marketing models are not set up for and can't handle. 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 and cases 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 and what it means to be a modern brand.

Product Details

ISBN-13: 9781633694026
Publisher: Harvard Business Review Press
Publication date: 03/24/2020
Pages: 240
Product dimensions: 6.00(w) x 9.00(h) x (d)

About the Author

Mathew Sweezey is Principal of Marketing Insights for Salesforce. A researcher, thinker, award-winning marketer, and writer, his work has appeared in leading publications such as AdAge, Forbes, CMO.com, Brand Quarterly, The Economist, and The Observer, as well as numerous books on aspects of marketing. He is the author of Marketing Automation for Dummies (John Wiley & Sons, 2014) and keynotes at conferences around the world. When not behind a podium or sifting through data, he routinely works with the world's largest and most well-respected brands, including UPS, Home Depot, AT&T, and Dell.

You can find Matthew Sweezey at:
mathewsweezey.com
Twitter: twitter.com/msweezey
LinkedIn: linkedin.com/in/mathewsweezey/