Mathew Sweezey - Context Marketing Revolution
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- Book:Context Marketing Revolution
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a must-read for any marketer trying to operate and gain relevancy in todays environment of infinite media, where the consumer not only has a wider span of control but in some cases, with user-generated content, is actually not just our customer but our competition! Change is going to continue to take place. Lets make sure we see it coming and are prepared to respond and engage.
LISA BOWMAN, Executive Vice President and CMO, United Way Worldwide
If youre looking for a book with conversion-rate charts, lead funnels, and ROI tables, this isnt it. Sweezey gets back to what we should have been focusing on all along: human behavior, why consumers make the decisions they do, and why context matters more than ever.
GEOFFREY COLON, Head of Brand Studio, Microsoft Advertising; author, Disruptive Marketing
Thoughtful, up-to-date, and practical insight on how marketing really works today.
SETH GODIN, author, This Is Marketing
A wonderfully helpful, interesting, and thoughtful book that helps place change in the context of the past. All too many books on marketing are hyperbolic, farfetched, or academic. This is a superb book that cuts to the chase of the change that matters and gives you smart practical advice on what to do about it.
TOM GOODWIN, author, Digital Darwinism; Futures Lead, Publicis Groupe
Whoa. This book is big and broad and deep and smart as hell. Its a comprehensive analysis of how people buy in the Age of Infinite Media and presents a systematic framework to help every marketer rise to the many challenges of change. Read it and put it to work.
DOUG KESSLER, cofounder, Velocity Partners
Sweezey provides a detailed playbook on how to do Modern Marketing, everything from how brand and advertising must change in the digital era to the deep integration of technology and data to enable you to scale. Buy a copy for every member of your marketing team to transform your relationship with customers.
CHARLENE LI, founder and Senior Analyst, Altimeter, a Prophet Company; New York Times bestselling author, The Disruption Mindset
With The Context Marketing Revolution, Mathew Sweezey provides a road map for how to serve todays media-inundated consumers in the moments that matter. This book should be required reading for A-list brands, B-schools, and C-suites everywhere. Its that fundamental.
JEFFREY K. ROHRS, CMO author, Audience
The new market leaders wont be marketers or brandsthey will be customers. Marketers who want to follow their customers lead need to start with this book.
DOC SEARLS, author, The Intention Economy; coauthor, The Cluetrain Manifesto
If you recognize and accept that marketing has transformed, you are halfway there. This book will help you go the rest of the way by helping you decide what to do about it. Practical advice from a real-world practitioner.
DHARMESH SHAH, cofounder and CTO, HubSpot
THE CONTEXT MARKETING REVOLUTION
How to Motivate Buyers in the Age of Infinite Media
MATHEW SWEEZEY
HARVARD BUSINESS REVIEW PRESS
BOSTON, MA
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Copyright 2020 salesforce.com, inc.
All rights reserved
No part of this publication may be reproduced, stored in or introduced into a retrieval system, or transmitted, in any form, or by any means (electronic, mechanical, photocopying, recording, or otherwise), without the prior permission of the publisher. Requests for permission should be directed to , or mailed to Permissions, Harvard Business School Publishing, 60 Harvard Way, Boston, Massachusetts 02163.
The web addresses referenced in this book were live and correct at the time of the books publication but may be subject to change.
Library of Congress Cataloging-in-Publication Data
Names: Sweezey, Mathew, author. Title: The context marketing revolution : how to motivate buyers in the age of infinite media / Mathew Sweezey.
Description: Boston, MA : Harvard Business Review Press, [2019] | Includes index. |
Identifiers: LCCN 2019041090 (print) | LCCN 2019041091 (ebook) | ISBN 9781633694026 (hardcover) | ISBN 9781633694033 (ebook)
Subjects: LCSH: Consumers preferences. | Context effects (Psychology) | Market segmentation. | Branding (Marketing)
Classification: LCC HF5415.32 .S85 2020 (print) | LCC HF5415.32 (ebook) | DDC 658.8/343dc23
LC record available at https://lccn.loc.gov/2019041090
LC ebook record available at https://lccn.loc.gov/2019041091
The paper used in this publication meets the requirements of the American National Standard for Permanence of Paper for Publications and Documents in Libraries and Archives Z39.48-1992.
ISBN: 978-1-63369-402-6
eISBN: 978-1-63369-403-3
This book is dedicated to my loving parents,
Ellen Bryson and Frank Sweezey.
One morning back in 2014, I felt the familiar buzz from the phone in my pocket. It was a Facebook notification from my friend Cliff, whod tagged me in a comment on the latest article from Forbes. Salesforce, the company I work for, had just been named Most Innovative Company in the world for the fourth straight year. But as I settled in to read the story, I felt puzzled. The article, clearly relevant, hadnt reached me that day. I simply had not seen it. What I saw was Cliffs notification, alerting me to the story.
Make no mistake: Forbes knows a thing or two about the power of customer experience and modern marketing. And it had many ways to get my attention. Its a publication I write for, and I follow it online. It was pushing media to me daily through my email and Twitter accounts. But while that story would have reached me directly just a few years before, in 2014 it didnt, because by then I was fielding thousands of pieces of media each day. Forbess emails were getting auto-filed into the abyss of my unread tab in Gmailthe catch-all for emails that dont come from colleagues or my direct connections. Similarly, because I was getting thousands of tweets by then, only a tiny fraction ever made it into my Twitter feed.
Despite all my connections to Forbes, the media environment had effectively silenced the companys marketing. The success of that article breaking through had nothing to do with the might of Forbess century-old media powerhouseand everything to do with my friend Cliff tagging me. Push and whatever else the magazine was doing to market and promote itself was no longer enough.
Now I understand why: marketing as we know it had already died.
It happened on June 24, 2009. The death of an era, hidden amid the noise of a political bathroom scandal and the introduction of the iPhone, was silent and invisible. There were no bells, no alarms, no protest. No one even noticed. The day felt just like the one before and the one after it. And yet that moment in June 2009 marked an unprecedented shift in the history of media, business, and I would argue humankind. It was the day when
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