For Customer Insights Professionals

The Power Of Customer Context

Beyond Campaigns: Build A Contextual Marketing Engine

    Why Read This Report

    Campaigns are far less effective at winning and retaining customers than they once were. To achieve sustainable competitive advantage now, you must deliver self-perpetuating cycles of real-time, two-way, insight-driven interactions with individual customers. Brands that seize this potential — such as McCormick & Company, Mini USA, and Nike — are assembling proprietary digital platforms that Forrester calls contextual marketing engines. Contextual marketing engines create sticky, highly engaging environments for customer interaction and yield proprietary data that cannot be replicated by traditional marketing methods or third-party data sources. The results translate into unprecedented levels of customer engagement, increased revenue, and better product experiences.

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    TABLE OF CONTENTS

    • Context Creates New Customer Connections
    • Build A Contextual Marketing Engine
    • Four Steps For Harnessing The Power Of Customer Context
    • WHAT IT MEANS

      Interaction Management Upends The Marketing Ecosystem
    • Supplemental Material
    • Related Research Documents