Overview

We are in the midst of a massive media revolution. For the first time in history, ordinary people around the world have the ability to create, distribute, and consume content instantly, from anywhere, using connected devices. The massive increase in media noise created by these consumers and devices creates an entirely new situation that makes conventional marketing models obsolete. And yet countless companies and marketing organizations continue to rely on traditional models, assuming that their campaigns will sway customers. They couldn't be more wrong. In this provocative and practical book, Salesforce marketing maven Mathew Sweezey boldly outlines this new infinite media environment and poses a profound question: In a transformed world where customers shape their own experience, what is the key to breaking through and motivating them to buy? It is context--the close linkage between an individual's immediate desires and the experiences a brand creates to fulfill them. Sweezey uses vivid examples to highlight a new marketing model used by high-performing brands big and small. The final part of the book shifts to execution, providing a new rule book for context-based marketing.

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Mathew Sweezey is Principal of Marketing Insights for Salesforce. A researcher, thinker, award-winning marketer, and writer, his work has appeared in leading publications such as AdAge, Forbes, Brand Quarterly, the Economist, and the Observer. He is the author of Marketing Automation for Dummies. He keynotes at conferences around the world and routinely works with the world's largest and most well-respected brands, including UPS, Home Depot, AT&T, and Dell. Daniel Henning is a director, producer, actor, and writer. His work has been seen on HBO, CBS, NBC, ABC, FOX, MTV, Comedy Central, and on stages throughout Southern California. He won a 2017 Telly Award for Best Writer for the film version of his play The Tragedy of JFK (as Told by Wm. Shakespeare). As director and writer, his TV and film work includes MTV's Rob Dyrdek's Fantasy Factory and the film Critic's Choice. He won the NAACP Theatre Award for Best Director of a Musical for The Wild Party. He is the Founding Artistic Director of Hollywood's The Blank Theatre, winning over 200 awards for his productions, including Best Production, from LA Drama Critic Circle, LA Weekly, Ovations, NAACP, etc. Henning has been inspirational to thousands of young artists through his creation of The Blank's Young Playwrights Festival (the only professional nationwide competition for playwrights aged nine to nineteen). He directed the first play by 2016 Tony Award Winner for Best Play Stephen Karam when Stephen was seventeen and a winner in The Blank's Young Playwrights Festival. Henning has also been an acting teacher and coach and is known for his ability to spot young talent. He has given opportunities to many young actors who later went on to success in Hollywood including Tessa Thompson, Noah Wyle, Alison Brie, Molly Shannon, Academy Award winner Octavia Spencer, and Sarah Michelle Gellar. He coached Sarah Michelle Gellar on her auditions for the landmark TV series Buffy the Vampire Slayer, and they shared a close personal friendship, even traveling to Australia together with family for New Year's Eve 2000, where the paparazzi photographed Henning and Gellar dancing. For several months, Henning was rumored to be dating Gellar in the Australian fan magazines (including Big Hit Magazine), which, of course, was inaccurate as Henning was traveling with his husband, Rick Baumgartner. He is a graduate of NYU's Tisch School of the Arts, Circle in the Square Theatre School, and American Conservatory Theatre. His work for LGBTQ Equality includes creating the fiftieth Anniversary Celebration of the Black Cat Protests (the first major LGBTQ Demonstration in the US) and directing and hosting the 2017 LA City Council LGBTQ Pride Ceremony. He was recently honored by the CA State Legislature for his work in LGBTQ Equality and nurturing the future of the Arts. He has also narrated dozens of audiobooks, both nonfiction and fiction.

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