Content moving beyond screens into the phygital world of beacons, sensors and the Internet of Things has been a focus of my most

Together we ve looked at some of the benefits brands such as Nestlé, GE, Marantz and Disney are reaping from campaigns that go well beyond the right message to the right person at the right time.

They re adding additional contextual elements such as purchase history, weather conditions, location and demonstrated consumer interests to create messaging and campaigns that are personalized to a degree never before possible.

Context requires getting plenty of ducks in a row even ducks in departments other than marketing .

For pilot projects, initiatives often start with just one line of business e.g., email, customer service, social or mobile , then spread more broadly through the organization.

As with every other form of marketing, content is foundational to context.

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