The Context Marketing Revolution: How to Motivate Buyers in the Age of Infinite Media
- 7h 56m 53s
- Mathew Sweezey
- Gildan Media
- 2020
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 audiobook, 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.
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.
In this Audiobook
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Chapter 1 - Three Keys to the Context Marketing Revolution
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Chapter 2 - New Consumer, New Consumer Journey
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Chapter 3 - The Context Framework: Breaking Through the Noise
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Chapter 4 - Available: Helping People Achieve the Value They Seek in the Moment
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Chapter 5 - Permissioned: Coordinating with Individuals to Give Them What They've Asked for, on Their Terms
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Chapter 6 - Personal: Going Beyond How Personal the Experience is to How Personally You Can Deliver it
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Chapter 7 - Authentic: Combining Voice, Empathy, and Channel Congruence Simultaneously
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Chapter 8 - Purposeful: Creating a Deeper Connection to the Brand Beyond the Product
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Chapter 9 - Shifting from Campaigns to Customer Journeys
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Chapter 10 - Triggers Along the Journey
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Chapter 11 - Using Automation to Guide Journeys
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Chapter 12 - Faster, Better: Building Agile Processes into the Journey
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Chapter 13 - A New Business Model for the Context Marketing Revolution
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Chapter 14 - The First Step, and Final Thoughts
