The Power Of Customer Context

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.

Publication: 
Forrester
Author: 
Doty, Carlton A.; Warner, Rusty
Document Type: 
Research
Paywall: 
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