000			04537cam a22004098i 4500
001			on1124776688
003			OCoLC
005			20240726105214.0
008			190926s2020 mau o 001 0 eng
010			_a2019041091
040			_aDLC _beng _erda _cDLC _dOCLCO _dOCLCF _dYDX _dEBLCP _dNT
020			_a9781633694033 _q((electronic)l(electronic)ctronic)
042			_apcc
050	0	0	_aHF5415 _b.C668 2020
049			_aMAIN
100	1		_aSweezey, Mathew, _e1
245	1	0	_aThe context marketing revolution : _bhow to motivate buyers in the age of infinite media / _cMathew Sweezey.
260			_aBoston, MA : _bHarvard Business Review Press, _c(c)2019.
300			_a1 online resource
336			_atext _btxt _2rdacontent
337			_acomputer _bc _2rdamedia
338			_aonline resource _bcr _2rdacarrier
347			_adata file _2rda
504			_a2
505	0	0	_aIntroduction: Why context is king -- _tPart one. How infinite media has transformed your business forever: Three keys to the context marketing revolution -- _tNew consumer -- _tnew consumer journey -- _tPart two. How context works in marketing: The context framework: breaking through the noise -- _tAvailable (helping people achieve the value they seek in the moment) -- _tPermissioned (coordinating with individuals to give them what they've asked for, on their terms) -- _tPersonal (going beyond how personal the experience is to how personally you can deliver it) -- _tAuthentic (combining voice, empathy, and channel congruence simultaneously) -- _tPurposeful (creating a deeper connection to the brand beyond the product) -- _tPart three. How to market brands in the infinite media era: Shifting from campaigns to customer journeys -- _tTriggers along the journey -- _tUsing automation to guide journeys -- _tFaster, better: building agile processes into the journey -- _tA new business model for the context marketing revolution -- _tThe first step, and final thoughts.
520	0		_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.
530			_a2 _ub
650		0	_aConsumers' preferences.
650		0	_aContext effects (Psychology)
650		0	_aMarket segmentation.
650		0	_aBranding (Marketing)
655		1	_aElectronic Books.
856	4	0	_uhttps://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=2196469&site=eds-live&custid=s3260518 _zClick to access digital title | log in using your CIU ID number and my.ciu.edu password
942			_cOB _D _eEB _hHF. _m2019 _QOL _R _x _8NFIC _2LOC
994			_a92 _bNT
999			_c92557 _d92557
902			_a1 _bCynthia Snell _c1 _dCynthia Snell