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Context is…

Author's avatar By Dave Chaffey 28 Jan, 2013
Essential Essential topic

The Age of Context - our Anticipatory and Personalised future

A great reminder from tech commentator Robert Scoble speaking to a recent conference showing how digital marketers should create experiences in context.

According to Scoble, context is…

  • Knowing your customer in deep detail

  • A personalised experience based on where you are

  • A new way to work, do more faster

Midem Visionary Monday: The Age of Context from Robert Scoble

One specific trend he pulls out is, integrating Wearable Computing which he predicts will combine:

  • Big Data

  • Computation

  • Sensor Data

  • Social Network Data

  • Location Data

It was interesting to see this example of social context available specifically for brands working in the winery industry from Vintank.

Thanks to @Jas (Jasdev Dhaliwal) for flagging this up to me in Twitter.

Author's avatar

By Dave Chaffey

Digital strategist Dr Dave Chaffey is co-founder and Content Director of online marketing training platform and publisher Smart Insights. Dave is editor of the 100+ templates, ebooks and courses in the digital marketing resource library created by our team of 25+ digital marketing experts. Our resources are used by our Premium members in more than 100 countries to Plan, Manage and Optimize their digital marketing. Free members can access our free sample templates here. Dave is a keynote speaker, trainer and consultant who is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice. My personal site,, lists my latest Digital marketing and E-commerce books and support materials including a digital marketing glossary. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing. Please connect on LinkedIn to receive updates or ask me a question.

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