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

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 conventional marketing models are not set up for and can't handle. And yet countless companies and marketing organisations continue to rely on traditional models, assuming that their "campaigns" will sway customers. They couldn't be more wrong. 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

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, Brand Quarterly, The Economist, and The Observer. He is the author of Marketing Automation for Dummies. He keynotes at conferences around the world and 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/

Gold Medal Winner for Best Advertising/Marketing/PR/Event Planning Book in the 2021 Axiom Business Book Awards Advance Praise for The Context Marketing Revolution: "Thoughtful, up-to-date, and practical insight on how marketing really works today." -- Seth Godin, author, This Is Marketing "If you're looking for a book with conversion-rate charts, lead funnels, and ROI tables, this isn't it. Sweezey gets back to what we should have been focusing on all along: human behavior, why consumers make the decisions they do, and why context matters more than ever." -- Geoffrey Colon, Head of Brand Studio, Microsoft Advertising; author, Disruptive Marketing "With The Context Marketing Revolution, Mathew Sweezey provides a road map for how to serve today's media-inundated consumers in the moments that matter. This book should be required reading for A-list brands, B-schools, and C-suites everywhere. It's that fundamental." -- Jeffrey K. Rohrs, author, Audience "The new market leaders won't be marketers or brands--they will be customers. Marketers who want to follow their customers' lead need to start with this book." -- Doc Searls, author, The Intention Economy; coauthor, The Cluetrain Manifesto "If you recognize and accept that marketing has transformed, you are halfway there. This book will help you go the rest of the way by helping you decide what to do about it. Practical advice from a real-world practitioner." -- Dharmesh Shah, cofounder and CTO, HubSpot "Sweezey provides a detailed playbook on how to do Modern Marketing, everything from how brand and advertising must change in the digital era to the deep integration of technology and data to enable you to scale. Buy a copy for every member of your marketing team to transform your relationship with customers." -- Charlene Li, founder and Senior Analyst, Altimeter, a Prophet company; New York Times bestselling author, The Disruption Mindset