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For B2C Marketing Professionals

The Power Of Customer Context

Vision: The Enterprise Marketing Technology Playbook

March 31, 2016

Why Read This Report

Campaigns are far less effective at winning and retaining customers than they once were. To achieve sustainable competitive advantage now, B2C marketing pros 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's spinoff Vivanda, NASCAR, 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 you cannot replicate by traditional marketing methods or third-party data sources. The results translate into unprecedented levels of customer engagement, increased revenue, and better product experiences. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.

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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

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