In less mature marketing models, marketing activities, solutions and data tend to be fragmented, preventing you from getting a complete picture of your customers. Effective context marketing platforms take a sledgehammer to these silos, enabling you to gather, manage, access and update customer information from multiple sources in real time. Data harvest points include online channels and offline touch points, all feeding the same connected customer database. Integrated machine learning capabilities interpret and use this data to create a dynamic profile of your customers, customizing a digital marketing experience that will speak to them as individuals.

Start by assessing your current digital marketing maturity. Your plan should include digital initiatives designed to help marketing achieve its objectives. In turn, marketing objectives must advance your business goals. Think of a three-tiered pyramid with your business goals at the top.

A top performing context marketing team is made up cross-functional professionals with a profound knowledge in their area of expertise, as well as an advanced grasp of other disciplines.