The Context Marketing Revolution: How to Motivate Buyers in the Age of Infinite Media
Matthew Sweezey
May 2020 · Gildan Media · Narrated by Daniel Henning
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7 hr 56 min
Unabridged
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About this audiobook
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.
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.
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.
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.
About the author
Mathew Sweezey is Principal of Marketing Insights for Salesforce. A researcher, thinker, award-winning marketer, and writer, his work has appeared in leading publications such as AdAge, Forbes, Brand Quarterly, the Economist, and the Observer. He is the author of Marketing Automation for Dummies.
Daniel Henning is a director, producer, actor, and writer. His work has been seen on HBO, CBS, NBC, ABC, FOX, MTV, Comedy Central, and on stages throughout Southern California. He won a 2017 Telly Award for "Best Writer" for the film version of his play The Tragedy of JFK (as Told by Wm. Shakespeare).
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