Context Marketing in Context: Beyond Inbound and Content

Author:
J-P De Clerck
Source:

Everything evolves and so does marketing. Today, things evolve faster. The pace of change in the ways we think about marketing goes hand in hand with the pace of technological innovations. Unfortunately, we often forget that the essence never changes: it’s about goals, customers, touchpoints and context. The multiple contextual dimensions of an integrated and customer-centric marketing view are so essential you will read more and more about context marketing in coming months. So, yes you read the title right: this one is about context marketing in context.

The term context marketing is not new. Some speak about contextual marketing as well. However, it got picked up by more people after HubSpot’s INBOUND 2012 conference this summer where context and context marketing was among the main takeaways as so many people resumed them on their blogs. Virtually all rock stars at the event (no, I’m not talking about Cindy Lauper), said how important context, content and the customer are.

Why do we need love introducing new marketing terms all the time? Is it because ...

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