The CMO Solution Guide: Context and Consumers

Marketing's Next Frontier is Here Context can make or break the communication – and, ultimately, the relationship – between a consumer and a brand. Today’s consumers expect relevant communications that speak directly to their needs in the moment. We have the technology today to deliver such messages – but there are significant barriers to developing relevant, contextual programs of this kind. So, how can marketing organizations do better? To find out, The CMO Club – in partnership with Selligent – conducted an in-depth survey of more than 100 CMO Club members and interviewed half a dozen CMOs from global corporations to understand how they use contextual marketing. In this report, we’ll share the key findings and introduce the “LUV” approach; we believe that contextual marketing works best when marketers know how to Limit, Understand, and Value.