Posted by Carlton Doty on April 14, 2014
Consumers don’t trust your ads. In fact, fewer than one out of four US online consumers trust offline ads, and the numbers are even worse for digital. It’s time for a new approach to marketing, based on deep customer insights derived from a contextual, self-perpetuating, interaction cycle. Each interaction with your brand teaches you what a customer is trying to accomplish at that moment. You must build a mechanism that allows you to act on that insight, deliver utility in the moment of need, and propel the customer to the next best interaction. We call this mechanism a contextual marketing engine, and our latest research – The Power Of Customer Context – shows you how to build it, and why you need to start now.
We unveiled this new research last week at Forrester’s Forum for Marketing Leaders to an on-site audience of more than 900, and we'll do it again in a few weeks across the pond at our London Forum. What are the key takeaways?
- Brand and experience are now inseparable.
- Campaigns alone won’t cut it anymore.
- Context creates valuable customer connections.
- You need context to deliver utility in your marketing programs.
If you weren’t able to make it, here are a couple of short video highlights from the main stage. For all the gritty details, make sure to check out this must read research.
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