The Context Marketing Revolution: How to Motivate Buyers in the Age of Infinite Media

by Mathew Sweezey

"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 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 Helping people achieve the value they seek in the moment Giving people what they've asked for, on their terms Going beyond how personal it is to how personally you can deliver it Combining voice, empathy, and brand congruence simultaneously 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"--

Genres: Business, Nonfiction

240 pages, Kindle Edition

Published March 24, 2020

Reviews

[Jurgen Appelo · Rating 4 out of 5]

An inspiring perspective that combines agility, innovation, and experience. Found it very helpful.

[Igor · Rating 5 out of 5]

»Content is king«, goes the immortal adage, written by Bill Gates in his 1996 essay, describing how the future of internet lies in becoming a marketplace for content. No doubt, his prediction proved correct, proven by a seemingly unending flood of content that took over in the last decade. The primacy of content is now challanged, as content is giving way to context. Content by itself, no longer has any value, unless it manages to captivate the right person, at his/her appropriate time, with the fitting message, delivered through the preferred channel and device. Therefore, creativity is not so much a dimension represented by design and copywriting, as it is the ability to recognize and act on context. When you read Matthew Sweezey's Context Marketing Revolution it becomes glaringly obvious why this is so, and how consumer behavior is adapting. This book is one of the four must-reads for every marketer anywhere. With it, Sweezey will leave a lasting mark in the industry, joining the greats like Kotler, Godin and Pine. Never before, have I learned so much from a single piece of literature.

[D.S. Marquis · Rating 5 out of 5]

The Context Marketing Revolution by Mathew Sweezey will change the way you look at your relationship with your customers or readers. You’ll learn that getting their attention is not what’s important, but rather being there for them where they are, when they need you is key. In other words, relationship comes first, purchase comes later. And a purchase is not a result of a sales pitch, billboard, or ad, but rather a result of trust built up with your customers over time and a decision they make when they are ready. And so is the heart of the context marketing concept that Sweezey discusses in his book, The Context Marketing Revolution. Neatly and efficiently organized in 242 pages with thirteen chapters, the use of italics, bold-face print, graphs, correlative examples, graphics, and an index, he teaches his readers a new vocabulary on how to make the most of today’s infinite information age one person at a time.

So where do brands or authors build relationships? On the internet, and social media of course. According to Sweezy, “our ability to create, distribute, and consume content instantly, from anywhere via our electronic devices” has changed the world of marketing from the pre-2009 formula: Build, Market, Sell to the formula: Market, Sell, Build, Market.

I’m an emerging author and new to working with social media channels for the purpose of trying to find readers who might be interested in my book, my style, and my story when it’s released. And Sweezey’s message has made me see that learning people and sharing with people is how to build a following. So for all you authors, who are pre-selling books before release dates, you’re already practicing the context marketing model that Sweezey discusses in his book. And if you want to learn more about this revolutionary proven strategy, add this five-star read, chock full of great advice to your TBR. Sweezey breaks down the concept of context marketing by telling his reader about the effectiveness of not discussing your product, and how that builds a following. He goes on further to say that customer experiences must be available, permissioned, personal, authentic, and purposeful. Sounds like a healthy relationship, don’t you think? He tells the stories of how Tesla and Ikea have used this model to become what they are today and he breaks down the new age customer journey into six stages. Then he levels up the book by discussing context marketing ‘s artificial intelligence implications. My only complaint about this book, is that some of the pictures are small and the text inside those pictures are difficult to read.

I highly recommend The Context Marketing Revolution to anyone who is building a brand, a following, or a purpose for the greater good. I’m not a salesperson. I hate selling, actually, and this book validates me by telling me it’s ok to be myself and be human, meet people where they are and wait for people to be ready to share in a vision. I’m inclined to compare the role of a brand within the ideas of the context marketing revolution to that of a good leader in the context of the words of the ancient Chinese philosopher, Lao Tzu: “A leader is best when people barely know he exists, when his work is done, his aim fulfilled, they will say: we did it ourselves.”

[Marc · Rating 5 out of 5]

I received an advanced copy of Mathew Sweezey’s new book, Context Marketing Revolution after meeting him online. Full disclosure, Mathew is speaking at our upcoming MarTech Conference as well. I was a big fan of his podcast, The Electronic Propaganda Society as well.

As a voracious reader of marketing and strategy books, Sweezey has touched on a few significant things impacting business today and has provided the reader a helpful primer in understanding how significantly marketing (err, business) has changed. While I don’t recall seeing him mention Seth Godin, this work builds on Godin’s new world of marketing perspective that outlines how marketing must move beyond the TV-industrial complex.

The author recalls the famous “medium is the message” - prescient words from Marshall McLuhan at both the beginning and end of the book, words I’ve talked about many times in my career as I’ve been living through these seismic shifts in marketing and business since the mid-90s. We used to say content is King, but clearly context has emerged as being as important. I guess Content can still be King, but the Queen is Context and she's wielding a powerful weapon.

The guts of the book lays out a comprehensive framework for the new contextual marketing world. It won't do any justice to gloss over it here, so I'll just say, get a copy of the book, it will make you think long and hard about your marketing strategy.

In reviewing my reading notes, I’ll point out what I captured as the “Best thing in the book,” which was an insight regarding executive buy-in. Sweezey doesn't mince words here, calling for you to check yourself. If you cannot get executive-level buy-in, it's unlikely contextual marketing will work effectively and more than likely, over time your brand and products will suffer in the marketplace. This is tough, but in my opinion, good advice.

The real value in this book is for those working in legacy brands or in organizations that haven't embraced the new contextual marketing reality. Get this book for a solid framework and a roadmap for flipping the script. For me, it codified a lot of the challenges I face every day against upstart disrupters with nothing to lose.

[Mauricio · Rating 2 out of 5]

I think this book makes a very good job at articulating Context Marketing as an umbrella term for Inbound, Automation, Content, Digital Marketing, etc. It also addresses the new rules of engagement in an infinite media era. Finally, it introduces a useful framework that can guide your transition from traditional to contextual marketing efforts.

Sweezey hits mark at reminding us that we should not embark on using the new marketing tools in the same way we structured traditional marketing programs.

However, if you already have some knowledge on Inbound, Automation and Content Marketing, this book might seem redundant. At some point you may find yourself thinking, is it enough substance to justify a whole book? Should it have been just a HBR Essay?

Interesting ideas, overstretched to fill a 220 pages book.

[Adnan Shareef · Rating 5 out of 5]

The context marketing in the infinite media era guides you on how to transform your brand and become a high-performing marketing brand in an era that is controlled completely by individuals. Mathew Sweezey summarized his extensive research on 5 elements that high-performers brands follow.

I do love the context framework developed by the author. It is a new marketing compass that definitely must be utilized to determine the current marketing position and where you want to be next.

I appreciate the third part of the book where the author teaches us the “how” to become a high-performer in the infinite media era with some great strategies and proven examples.

Marketers and business owners do need to read this book!

[Vera Pell · Rating 5 out of 5]

The Introduction pulled me in right away. I kept nodding my head. Yes! Yes! It just completely blew my mind on how accurate this book is about marketing and it's tranistion. This book managed to blow past my highest expectations of what the title might show me and yet it was really nothing at all like I expected. The detail, the research… my mind is completely fried. I can’t imagine how challenging it was to tackle the future of marketing and be authentically written in such detail as this book. A game changer for the old school marketers and a must read for validation of marketers who have consistently believed in “the customer is always right”.

[Evelyn Starr · Rating 5 out of 5]

Context Marketing is not only the future of marketing, it is what marketing is now. Customer experience reigns. Brands that don't adapt will fall behind. Mathew Sweezey describes what context marketing is, why it wins the day and how to implement it. His arguments are data-based and case-study supported. I particularly liked his detailed explanation of customer journey development and automation's role in implementing context marketing at every step of the journey. Not to leave corporate marketers hanging, the last part of the book lays out a process to make the case for budget allocations and eventual organizational change to support contextual marketing.

[Greg · Rating 5 out of 5]

This book teaches you how marketing should be done in this digital age. It should be based on context; targeted only to those who will find the messages relevant. The traditional way of marketing takes the shotgun approach: mass production of media hoping to appeal to a handful of people within their target market. Not only that it is costly for the companies but it is usually annoying to many consumers.

I like that this book explained the concept thoroughly and provided numerous examples to prove the points given. It also provides the guidelines you can use to adopt it.

[Darya · Rating 4 out of 5]

How to motivate your prospects to buy? How to motivate your existing customers to buy more? In the age of digital and extremely competitive market landscape it gets more difficult to answer these questions. Some good ideas can be found in this book. I believe that each idea needs to be adopted and modified to your business and your market however a good starting pint of developing your context marketing is nicely shaped in this book.

[Steve Brock · Rating 5 out of 5]

This book was Stevo's Business Book of the Week for the week of 4/5, as selected by Stevo's Book Reviews on the Internet and Stevo's Novel Ideas. In a world of limitless media noise, how can businesses break through to customers? Context.

Find more Business Books of the week on my Goodreads Listopia page at https://www.goodreads.com/list/show/9..., and find many more recommended books on my Amazon Influencer page at https://www.amazon.com/shop/stevo4747.

[Annarella · Rating 5 out of 5]

This is an interesting and instructive book that taught a me a lot about context marketing.
I'm not an expert to judge the content but I can say I appreciated the clarity of the explanations and the food for thought.
It's an excellent read and I strongly recommend it.
Many thanks to the publisher and Netgalley for this ARC, all opinions are mine

[Anand Thaker · Rating 5 out of 5]

As a successful practitioner, investor, and advisor, I believe Sweezey's the CMR perfectly outlines the next generation marketer. These new growth leaders will understand how to harness the new customer relationship, modern digital capabilities, and the future marketplace to elevate their brands.

- Anand Thaker, Martech Industry and Growth Advisor

[Amtower · Rating 5 out of 5]

If your job includes getting people to buy your products or services, you should read this book Using lots of examples along the way Mathew Sweezy shows you how you can influence a buyer's decision making process.

The "customer journey" is about the customer and their needs, not about your product or service.

[Metka · Rating 5 out of 5]

I think this book is mandatory reading for every marketer. Today's media noise is so loud that without contextual marketing, we will become deaf instead of breaking through.
Since I am quite familiar with agile work, I loved the part about explaining what agile means and how very beneficial it can be for our business to survive in today's unpredictable world.

[MeTka Resman · Rating 5 out of 5]

I would definitely recommend this book to marketers. Today's media noise is so loud that we will become deaf without contextual marketing instead of breaking through.
Since I am quite familiar with agile work, I loved the part about explaining what agile means and how very beneficial it can be for our business to survive in today's unpredictable world.

[Kelvin · Rating 5 out of 5]

Very insightful but a little unstructured. I will suggest to read first and last two chapter to ge
T the concept, how to do auto marketing and how to persuade bosS the new bp then dig deep to the author’s theory in the middle. 5 stars of describe challenging, 4 stars of how to solve it.

[Kelsey · Rating 3 out of 5]

A few great points and ideas surrounded by endless babble. A lot of information to weed through but good advice in pieces.

[David Poon · Rating 5 out of 5]

There's a new name for Right-time-right-place and that's Context Marketing. This is an inspiring book that challenge the way we look at marketing in this hyper-connected world we currently live in. A high-level look at all the internet-enabled marketing tools out there explained under the light of what was expounded in Pine & Gilmore's Experience Economy.

[Rachel S · Rating 2 out of 5]

This is written really well it’s just already outdated and sort of simple

[Reese Adler · Rating 3 out of 5]

It was so good until I didn’t know what the hell he was talking about!