“The Context Marketing Revolution – How To Motivate Buyers in the Age of Infinite Media” by Mathhew Sweezey – A HBR Press Book Essentials Review
“The Context Marketing Revolution”, the new HBR Press marketing title, looks at how the marketing should change in the brave new digital world, in order to become more:
- effective, i.e. reach the future consumer,
- efficient, i.e. reach ONLY the future consumers, not bother other audiences, and
- efforts-economical, i.e. not drain the company’s coffers (and fill the FANG accounts) in the process.
Did the new HBR Press title achieve its goals? Read on to find out my views on it :).
What is true about the relatively new digital distribution channels:
- Leaves most marketeers scratching their heads: where are the consumers hidden? What do they read today? What are they moved of?
- Are super-fickle: what works this year will not work in the next. Period.
- Are super-tangled with the digital actors strategies. I call this “The Big Noise” (copyright R.H. 2020). The channels themselves are banging the drums and changing the marketo-speech so much, that it becomes really hard to distinguish what really works and with is digi-hype.
What is FALSE for the new digital distribution / comm. channels:
F1. They will work for every type of product. WRONG. Nobody buys a flat or toothpaste only after watching a couple of testimonials on YouTube. Or if they do, they are a minority.Read More »“The Context Marketing Revolution – How To Motivate Buyers in the Age of Infinite Media” by Mathhew Sweezey – A HBR Press Book Essentials Review