Jonathan MacDonald

[arzina221]

As an example, he mentions ‘Vintank’ , a forward-thinking pioneer in the wine industry who, according to Robert, has perfectly understood the power of context. Vintank is an ambitious startup that analyses conversations on social media and triggers consumers – who have expressed their preference on Twitter, for example – when they are in an area where they can get what they want. And it goes further: Vintank can tell a wine tasting what type of tour to offer; is it an Instagram user? Then it becomes a visual tour. Or it becomes a route straight to the wine barrels, so that the consumer can make a purchase immediately. Wow. The possibilities reach to the horizon and beyond.

From my own frame of reference my brain immediately starts racing; I want an alert for all the people who have tweeted the word WordPress three times in one month AND who mention on Google+ that they work for a company with more than 50 employees. Yes please.

FutureContextual marketing is the future. And secretly, that future has already begun. Young, smart companies have been investing in truckloads of data and tools to analyze consumers in as much sri lanka phone data detail as possible for a long time. Knowledge is key: who is your customer? Where do they shop? Which competitors are they fans of? How many friends do they have? Which festivals do they go to in the summer? Imagine that you, as a sunglasses retailer, have that knowledge. Then you can offer techno-listening, Ray-Ban fans a deal on Awakenings sunglasses the moment they approach your store and Awakefest starts in three weeks.

Internal is the new external
Thanks to Robert, we can't wait to get started on a brilliant marketing strategy. But what are we going to sell? Fortunately, Jonathan MacDonald has the answer. With the enthusiasm of a toddler in a ball pit, he roars the room with his advice: 'listen to your heart'. If you do something you believe in, everything will turn out fine, according to Jonathan.



But really. Research shows that your chances of success are astronomically higher when you stand behind your product. Why? After conjuring up a few impressive percentage bangers on the screen, he explains it in detail. In a world dominated by the internet and turned upside down by social media, your vision, beliefs and identity are out in the open. Anyone who lies will be exposed. Selling a product because you want to make easy money is not an option. Internet surfers will rip the mask off your face and see right through your fancy talk. Internal is the new external, so you will have to make sure that internal and external are one and the same.