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For B2C Marketing Professionals

The Power Of Customer Context

Vision: The Enterprise Marketing Technology Playbook

December 1, 2017

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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 points.

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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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