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Digital Context 2.0: Seven Lessons in Business Strategy, Consumer Behavior, and the Internet of Things (1) Paperback – February 4, 2016
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Many of those approaches fail because of fundamental differences between how companies position themselves and what today's digital consumers want, need, or expect.
"Digital Context 2.0" helps define who digital consumers are, how they behave, and how to build a strategy that will be effective in a world of multitasking, limitless touchpoints, and non-linear customer journeys.
This book touches on topics ranging from the Internet of Things to privacy; value propositions and content strategy. It includes a great balance of direct research, management theory, and practical advice for how to better engage consumers in a digital world.
The concepts aren't always simple, but they're presented clearly, with real life examples and quotes from the connected consumers companies are trying to reach. Through the course of the book, ideas like queueing and modes unfold to help make sense of the increasingly complex digital world.
After reading this book in January of 2016, I now consider it required reading for marketers as they implement plans developed in the last few months and as they look to grow business in the future. Author Dave Norton shows compellingly the importance of Digital Context--understanding, participating in, and improving the context in which consumers live in the digital world.
Through the lens of Digital Context, a lot of the jargon you hear (the internet of things, the visual web, the future of digital, the future of wearable technology), becomes clear and relevant. For consumers, the technology and digital experiences coming up are exciting. But for us as businesspeople, there's a lot of pressure on us to see into the future and be ahead of the "next big thing." The experiences, analyses, and learnings Dave Norton shares give you an incredible head start.
Overall, this is an enjoyable and inspiring book, and I will be referring back to it often!
The best way to use this book is identify a customer problem or job that you want to solve for. Read the book and think about how the concepts change your thinking and how they might apply to your situation. Then use some of the examples and summaries for your specific situation. I have done this in several workshops and find that without fail participants come away with new ideas and insight.
And finally - contact the author. Dr. Norton is affable and approachable and would love to help you.