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The Context Marketing Revolution

How to Motivate Buyers in the Age of Infinite Media

By (author) Mathew Sweezey
Format: Hardback
Publisher: Harvard Business Review Press, United States
Published: 24th Mar 2020
Dimensions: w 152mm h 229mm
ISBN-10: 163369402X
ISBN-13: 9781633694026
Barcode No: 9781633694026
Synopsis
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.

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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