We are in the midst of a massive media revolution. For the first time in history, ordinary people worldwide can create, distribute, and consume content instantly, 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 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 insights into current consumer psychology, Sweezey defines the five critical elements of context. Customer experiences must be:
Available: Helping people achieve the value they seek at 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
Distributed by Tolerant Planet, this book will serve as your blueprint to a happy and long life!
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