Mathew Sweezey: Contextual Marketing in an Infinite Media World
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Mathew Sweezey is a marketing futurist for Salesforce. Based on his research, he discovered that June 24, 2009, was a tipping point for media and marketing. That’s the day consumers officially overtook brands and businesses as the dominant media creators. Since then, an infinite and uncontrollable stream of noise — tweets, Facebook updates, texts, blog posts, Amazon reviews — has been the foundation of the new media environment. It has inspired new consumer behaviors and forced marketers to play by new rules. Matt joins the podcast to talk about his new book, Context Marketing Revolution: How to Motivate Buyers in the Age of Infinite Media, and why brands can no longer simply force messaging into the marketplace and expect that will be enough to persuade people to buy. Instead, brands must now market with context in mind and co-create with the very people who create and consume.
Listen to this episode to learn:
- What is contextual marketing and how does it differ from what has worked in the past?
- How brands have shifted to a new business model of “market, sell, build, market”
- Mercedes vs. Tesla: two starkly different approaches to marketing
- How high-performing brands like Oreo have co-created with the marketplace to establish demand for new products before they launch
- How LEGO designed around the context of people’s holiday shopping pains in order to boost online sales
- The downside of A/B testing
- How companies like Room and Board use AI to create “headless commerce”
- What’s next in marketing as AI, video, and voice take center stage
For more information: www.mathewsweezey.com