000			04560cam a22004338i 4500
001			21244290
003			KPN
005			20221230155123.0
006			m |o d |
007			cr |||||||||||
008			190926s2020 mau o 001 0 eng
010			_a 2019041091
020			_a9781633694033 _q(ebook)
020			_z9781633694026 _q(hardcover)
040			_aDLC _beng _cDLC _erda
042			_apcc
050	0	0	_aHF5415.32
082	0	0	_a658.8/343 _223
100	1		_aSweezey, Mathew, _eauthor.
245	1	4	_aThe context marketing revolution : _bhow to motivate buyers in the age of infinite media / _cMathew Sweezey.
263			_a2003
264		1	_aBoston, MA : _bHarvard Business Review Press, _c[2019]
300			_a1 online resource
336			_atext _btxt _2rdacontent
337			_acomputer _bc _2rdamedia
338			_aonline resource _bcr _2rdacarrier
500			_aIncludes index.
505	0		_aIntroduction: Why context is king -- Part one. How infinite media has transformed your business forever: Three keys to the context marketing revolution -- New consumer - new consumer journey -- Part two. How context works in marketing: The context framework: breaking through the noise -- Available (helping people achieve the value they seek in the moment) -- Permissioned (coordinating with individuals to give them what they've asked for, on their terms) -- Personal (going beyond how personal the experience is to how personally you can deliver it) -- Authentic (combining voice, empathy, and channel congruence simultaneously) -- Purposeful (creating a deeper connection to the brand beyond the product) -- Part three. How to market brands in the infinite media era: Shifting from campaigns to customer journeys -- Triggers along the journey -- Using automation to guide journeys -- Faster, better: building agile processes into the journey -- A new business model for the context marketing revolution -- The first step, and final thoughts.
520			_a"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"-- _cProvided by publisher.
588			_aDescription based on print version record and CIP data provided by publisher; resource not viewed.
650		0	_aConsumers' preferences.
650		0	_aContext effects (Psychology)
650		0	_aMarket segmentation.
650		0	_aBranding (Marketing)
776	0	8	_iPrint version: _aSweezey, Mathew. _tThe context marketing revolution _dBoston, MA : Harvard Business Review Press, [2019] _z9781633694026 _w(DLC) 2019041090
906			_a7 _bcbc _corignew _d1 _eecip _f20 _gy-gencatlg
942			_2ddc _c1 _n0
999			_c1118 _d1118