Forrester: Digital Change Means Embracing Contextual Marketing

Image Credit: http://www.cmo.com.au/

Image Credit: http://www.cmo.com.au/

Analyst firm's Shar VanBoskirk says a marketing strategy based around value-driven interactions is vital in meeting customer expectations

Marketers should be leading digital disruption in their organisations but need to embrace contextual marketing if they’re going to be successful at it, Forrester’s head of marketing profession research claims.

According to the analyst firm’s vice-president and principal, Shar VanBoskirk, modern marketing strategy is about switching from traditional marketing goals, such as building brand awareness, managing media and demand generation, to building value-driven customer relationships. The only way to do this is by taking ownership of customers across the buying lifecycle and putting individuals at the centre of your strategy using context, she said. Read More..