Microsoft used to ask as its tagline “Where do you want to go today?” Today that question has changed to “Where are you right now?” Gartner has said that within the next few years, context-aware computing will be as important to mobile services as search is today. Consumers now expect content to be enriched with contextual relevance—using their devices, location, presence, social attributes, and even behavior to meet their immediate needs. Let’s explore how, as communicators, we can use context to make our marketing better. Let’s look at companies and strategies that are successfully utilizing context as part of their overall content and marketing strategy. And while we may not be ready to make our full content available as an API service today, we explore a few actionable plans that we can put in place to start deploying these strategies in our own businesses immediately.
Robert Rose
As the Founder and Chief Troublemaker at Big Blue Moose, Robert helps marketers become storytellers. Author of the book Managing Content Marketing, and a recognized expert in content marketing strategy, digital media, and the social Web, Robert innovates creative and technical strategies for a wide variety of clientele. He has helped large companies such as AT&T, PTC, First American Title, Valley Crest, and American Camp Association tell their stories more effectively through the Web. Robert has worked to strategize digital marketing efforts for entertainment and media brands such as Dwight Yoakam, Nickelodeon, and NBC and he has helped marketers at smaller organizations such as East Harlem Tutorial Program, Coburn Ventures, Hippo, and Magus to amplify their stories through content marketing and social web strategies.
Robert is the Strategist in Residence and Brand Advisor for the Content Marketing Institute, a featured writer and guest blogger for the online magazines iMedia Connection, Fierce Content Management, and CMSWire and is also a contributing author to the book Enterprise 2.0: How Technology, E-Commerce and Web 2.0 Are Transforming Business Virtually.
