Point of view: Context is… don't say it

This article argues that context is important in marketing, but too much of the surrounding conversation fails to address how to achieve context-tailored marketing.

Point of view: Context is… don't say it

Darika AhrensGrapevine Consulting

For five years, every digital and marketing conference you went to had the same slide circulating. You know the one. The one with the crown image. And the text 'Content is King'. Well it's the slide that will not die. It's had a reboot. Now, everywhere I go it reads 'Context is King'.

It's a no-brainer that if you get the context right, your messaging will be better. More powerful. More engaging. It'll probably sell more stuff too. But most discussions on context focus on the promise of...

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