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context marketing

By Brooke Sellas

Creating personal customer experiences is nothing new. But adding context marketing to those experiences is key when it comes to modern marketing and solving customer pain points.

In this episode of the Marketing Companion Podcast, I’m still holding down the fort while Mark Schaefer recovers from COVID-19.

I was so fortunate to be joined by the brilliant Mathew Sweezey of Salesforce. We talk about his new book, The Context Marketing Revolution: How to Motivate Buyers in the Age of Infinite Media, and how context is exactly what helps marketers and business owners cut through the noise and provide seamless, highly personalized customer experiences.

mathew-sweezey-marketing-companion

Mathew is Principal of Marketing Insights for Salesforce.com, author, podcast host, multiple award-winning marketers, pioneer of the marketing automation space, and regarded as one of the top minds on the future of Marketing (he’s even written a delightful article here on the {grow} blog).

On this episode, Mathew and I take a deep dive into the five context elements, and how you can apply them to create personalized customer experiences:

  • How do brands *really* cut through the noise of infinite media?
  • Creating customer experiences means understanding the five context elements of context: 1) availability 2) permission 3) personal 4) authentic 5) purposeful
  • Mat also gives several examples of brands doing it right, like his own company’s Salesforce Trailblazer Program and how people are vying to become a ‘Ranger’
  • And finally, how can brands ditch the campaign and focus on the customer journey?

Creating customer experiences can be daunting, but with Mat’s vast research and examples, it feels like anyone can do it.

And while I’ve loved having amazing guests on the podcast with me, I’m happy to report that Mark is on the mend and should be back co-hosting with me soon!

Click on this link to listen to Episode 188

Other ways to enjoy our podcast

Please support our extraordinary sponsors. Our content is free because of their generosity.

Many thanks to our friend Scott Monty for the awesome show intro. Be sure to check out his amazing newsletter Timeless and Timely.

Tim Washer is contributing creative direction to the show and he’s has worked for Conan O’Brien, John Oliver, among others. He helps corporations build more creative cultures.

It’s hard to ignore — millions of business professionals are active on LinkedIn. They have twice the buying power of a normal web user. If you’re in business, you need to be exploring advertising on LinkedIn. Brooke and I have both had tremendous success with this marketing platform and to help you get started, LinkedIn is offering Marketing Companion listeners $100 in free ad credit. That can go a LONG WAY! Take advantage of this opportunity today by visiting linkedin.com/companion

The post Creating Personal Customer Experiences With Context Marketing appeared first on Schaefer Marketing Solutions: We Help Businesses {grow}.

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https://econsultancy.com/marketers-on-the-new-normal-krisztina-orosz-chief-experience-officer-at-anyline/

Krisztina Orosz is Chief Experience Officer at Anyline, a mobile OCR SDK.

We caught up with Orosz to find out how Anyline is adapting during the pandemic, how it is helping frontline workers, and what three words of advice Orosz would offer marketers right now.

Let’s hear more…

Please describe your job: What do you do?

I am the Chief Experience Officer at Anyline. My main job is to take care of my team and make sure that they are happy and productive. Next to this I take care that our touchpoints during the customer journey are all at the highest quality according to Anyline standards.

How has your typical day been impacted in the short term by the pandemic?

Since the pandemic, we are working reduced hours under the Austrian government support programme for businesses. That means being a lot more efficient and focused with our time, and as part of the management team, keeping everyone connected and ‘in the loop’ is my biggest priority now.

What are your favourite tools and techniques to help you get your work done at the moment?

I think a lot of people feel like they’re stuck in limbo, with every day blending into the next. What’s helped me break out of this is setting myself little rewards: an online yoga class, a crazy new recipe, a team pub quiz, anything! Having something to look forward to at the end of each day is a good motivator, and it’s a fun way to try new things and stave off the boredom! These after-work events help also maintain a more personal connection to my colleagues, which makes communication for work much more efficient.

What changes are you making to help your brand connect with how people are feeling and experiencing the pandemic?

Right now, we all have a responsibility to play a part if we can to help, whether directly, by offering solutions to frontline services, or indirectly, perhaps by helping people get through the crisis on a personal level. As we already work with security and humanitarian services, we’ve decided to offer our scanning technology for free to those on the front line, from the police to logistics companies, while coronavirus is still disrupting our lives.

Which companies have impressed you since the outbreak?

It’s been really impressive to see some companies quickly pivoting to produce essential products, like Brewdog making hand sanitiser and others like Dyson developing ventilators. But equally, it’s ok to ‘stay in your lane’, and I respect companies for this approach too. Many companies who can’t develop actual products have stepped up and forgot about competition, and have started sharing best practices and guides. For example Loop, a media agency, has a wonderful marketing guide for everyone.

What trends have you seen in the last few weeks in your sector?

There’s no denying the virus has put many tech companies (startups, scaleups, you name it) in a vulnerable position. We are hearing of some – especially in tourism – that have seen revenue completely vanish overnight, and that’s definitely distressing. We are fortunate to have recently closed a round of funding, which puts us in a more stable situation than others.

One of the biggest trends we’ve seen is the proliferation of webinars everywhere – since everyone’s  event calendar has been cancelled, it makes perfect sense to drive lead generation, and I’ve seen some great ones already.

In addition many older companies who have been through the 2008 crisis are sharing guides and giving advice to younger ones, to help them through the upcoming crisis. It’s great to see that people can come together in business during such a time.

What advice would you give a marketer right now?

If I could give just three words of advice, they would be honesty, authenticity and brevity.

Honesty, because unless you’re an epidemiologist, you’re not an expert. Authenticity, because people will see straight through a marketing exercise disguised as an important update. And brevity, because we are all flooded with content right now!

More generally, it’s clear that customer purchase triggers have changed, and when people want to address primary needs, a back-to-basics approach is best. Show the added value you can bring to the new reality we live in, and speak to the needs of prospective customers, without gimmicks.

What does long term planning and strategy look like now at your brand?

When you’re developing a new technology like we are, it can take time to convince new markets that your solution is not just a ‘nice to have’ but will actually be a vital part of their future digital transformation.

As we’re confronting an economic downturn, budgets are already being tightened, and businesses are rightly stripping off any unnecessary ‘bells and whistles’ they don’t need. So while we continue to develop technology that should ‘wow’ potential customers, our focus going forward is on showing the long-term savings and efficiencies companies will make by working with us.

The post Marketers on the new normal: Krisztina Orosz, Chief Experience Officer at Anyline appeared first on Econsultancy.

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https://www.socialmediaexaminer.com/how-to-reclaim-lost-habits-and-start-new-ones-james-clear/

Need to develop better habits? Wondering how uncertainty or change impacts your habits? To explore how to reclaim lost habits and build new ones, I interview James Clear on the Social Media Marketing Podcast. James is the author of Atomic Habits: An Easy and Proven Way to Build Good Habits and Break Bad Ones. He […]

The post How to Reclaim Lost Habits and Start New Ones appeared first on Social Media Marketing | Social Media Examiner.

Fox on a Barn Door: The Poetry of Ted Walker

In this week’s Dispatches from The Secret Library, Dr Oliver Tearle reads nature poetry from a forgotten poet named Ted Who is being described? This poet was born in England in the 1930s, married his first wife (of two) in 1956 after falling madly in love, made a name for himself […]

The post Fox on a Barn Door: The Poetry of Ted Walker appeared first on Interesting Literature.

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https://writetodone.com/inspired-to-write/

Editor’s note: To be inspired to write in these difficult times is hard. With so much going on in the world, it can feel impossible to carry on writing when such monumental events are unfolding before our eyes. So this week we’re re-publishing one of Mary’s most popular posts to help re-inspire you to write. […]

The post Inspired to Write: 20 Inspiring Quotes to Help You Through Difficult Times appeared first on WTD.

What’s the most interesting book strategy you’ve ascertained today?

https://www.socialmediaexaminer.com/beginners-guide-to-successful-facebook-ads/

Thinking of diving into Facebook ads? Wondering what the common pitfalls are? In this article, you’ll discover three important considerations when starting your first Facebook ad campaign. #1: Commit to a Facebook Funnel Implementation All successful marketing starts with a clear strategy and Facebook advertising is no exception. With a strategy built around your available […]

The post Beginner’s Guide to Successful Facebook Ads appeared first on Social Media Marketing | Social Media Examiner.