Context at #Gilbane

Dec 03, 2013


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BEST PRACTICES SERIES

Regular Gilbane Conference attendees will know that the first day keynotes set the stage for the rest of the conference. If the 2013 keynotes are any indication, attendees can expect to be hearing a lot about context this year. As Meghan Walsh, senior director, e-commerce platform system management at Marriott International, put it, "Content is King but distribution is queen, and she wears the pants."

According to Stephen Powers, Forrester, contextualization is defined this way: "A tailored, adaptive, and sometimes predictive digital customer experience." Adopting a "tailored, adaptive,and sometimes predictive approach" is becoming increasingly important -- even mandatory -- for publishers, because as Powers said, "90% [of people] use multiple screens sequentially to accomplish a task over time." You need to be ready for all of those devices -- and all of the personas and contexts that come along with them.