In a world of limitless media noise, how can businesses break through to customers? Context.

We are in the midst of a massive media revolution. For the first time in history, ordinary people around the world have the ability to create, distribute, and consume content instantly, from anywhere, using connected devices. The massive increase in media "noise" created by these consumers and devices creates an entirely new situation that conventional marketing models are not set up for and can't handle. And yet countless companies and marketing organisations continue to rely on traditional models, assuming that their "campaigns" will sway customers. They couldn't be more wrong.

Drawing on new research and new insights into current consumer psychology, Sweezey defines the five key elements of context. Customer experiences must be:

• Available: Helping people achieve the value they seek in the moment
• Permissioned: Giving people what they've asked for, on their terms
• Personal: Going beyond how personal it is to how personally you can deliver it
• Authentic: Combining voice, empathy, and brand congruence simultaneously
• Purposeful: Creating a deeper connection to the brand, beyond the product