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For B2C Marketing Professionals

How To Build A Contextual Marketing Engine

Road Map: The Enterprise Marketing Technology Playbook

October 3, 2018

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Why Read This Report

The age of the customer demands customer obsession for successful competitive differentiation. Firms must build a contextual marketing engine (CME) to orchestrate continuous engagement with customers who expect relevant content and value exchanges in their moments of need. This report outlines the operational and technological requirements for a CME and provides implementation advice from B2C marketing professionals across multiple vertical segments. This is an update of a previously published report, with new examples and updated references; Forrester reviews and updates it periodically for continued relevance and accuracy.

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Table of Contents

  • Customer Context Is A Game Changer
  • Contextual Marketing Engines Close The Insights-To-Interactions Loop
  • Don't Ignore Contextual Marketing's Organizational Requirements
  • Recommendations

  • Assess And Evolve Your Contextual Marketing Readiness
  • Supplemental Material
  • Related Research Documents

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