Sách - The Context Marketing Revolution

Giới thiệu Sách - The Context Marketing Revolution

Nhà xuất bản: Harvard Business Review Press
Tác giả: Mathew Sweezey
Năm xuất bản: 2020
Loại bìa: Bìa Mềm
Số trang: 272
Kích thước: 15.8 x 23.8 cm

Khối lượng: 300g
The Context Marketing Revolution
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.