“When new technology comes out, we use it in the old ways that we know. With the internet, it was free publication. So we made websites. We didn’t see this as a way of connecting better.” Better connections—meeting someone at their moment of need—is what context is all about. That’s the focus of Mathew Sweezey’s new book, The Context Marketing Revolution. We discussed this along with his work at Salesforce this week on the On Brand podcast.
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About Mathew Sweezey
Mathew Sweezey is Director of Market Strategy for Salesforce. A researcher, thinker, award-winning marketer, and writer, he is the author of Marketing Automation for Dummies and the new book The Context Marketing Revolution. When not behind a podium at conferences around the world or sifting through data, he routinely works with the world’s largest and most well-respected brands, including UPS, Home Depot, AT&T, and Dell.
What are the key traits in high-performing marketing organizations? In studying the future of marketing at Salesforce, Mathew has spent a lot of time on this very question. The answer? “High-performing marketing organizations have full executive buy-in on a new idea.” What are the new ideas? “That marketing is no longer about the most creative messaging.” Buy in on that alone would create a very different marketing organization.
What’s the difference between content marketing and context marketing? While content marketing is all about publishing, “Context marketing is all about helping someone achieve the goal of the moment.”
What does context consist of? In his book, Mathew shares the five elements of context and why it’s critical for businesses to focus on them to be successful.
- Available—helping people achieve the value they seek in the moment
- Permissioned—giving individuals what they’ve asked for, on their terms
- Personal—going beyond how personal the experience is, to how personally it can be delivered
- Authentic—combining voice, empathy, and channel congruence simultaneously
- Purposeful—creating a deeper connection to the brand beyond the product
“Context can be applied anywhere throughout the customer journey.” Mathew shared how the Trailhead community at Salesforce is an important example of context marketing as it’s about advancing better business outcomes and educating users on the platform.
What brand has made Mathew smile recently? Mathew went with his local climbing gym, Coastal Climbing, for the precautions they’re taking as a result of COVID-19.
As We Wrap …
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On Brand is sponsored by my book Brand Now. Discover the seven dynamics to help your brand stand out in our crowded, distracted world. Order now and get special digital extras. Learn more.
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