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For B2C Marketing Professionals

The Power Of Customer Context

December 14, 2018


Why Read This Report

Campaigns are far less effective at winning and retaining customers than they once were. To achieve sustainable competitive advantage, B2C marketers must deliver self-perpetuating cycles of real-time, two-way, insight-driven interactions with individual customers. Brands that seize this potential are assembling enterprise marketing technology ecosystems that Forrester calls contextual marketing engines to create highly engaging environments that drive business growth. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy; this version was revised with new data.

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Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.

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Table of Contents

  • Context Creates New Customer Connections
  • Why Campaigns Alone Won't Cut It Anymore
  • 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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