The Context Marketing Revolution

 

4.

Available

Helping People Achieve the Value They Seek in the Moment

For a brand experience to break through the noise, a customer needs to see it or hear it or feel it—and ideally all three. In other words, it needs to be available, which is the first of the five elements composing the context framework. Making your brand experience available means consciously choosing and orchestrating how you deliver it, so that your customers gain the value they seek in the moment. That is the ultimate definition of meeting customers in their context.

And make no mistake: how people encounter a brand in the infinite media era greatly affects their attitude toward it. Do you force it on people, or do they find it on their own? How you deliver the experience ...