Location is an important aspect of context, but it’s more complicated than just that. Context includes time of day, where your users came from, their mental models, what else is happening, and so much more.
Fact is, there are many contexts, and you can’t afford to address them all. Instead, we’ll discuss the different types of experiences you can create and show you how to choose the one that’s right for your brand: What fits your unique communication goals, the needs of your target audience, and the dueling constraints of budget and resources? What’s sustainable? And how should your contextually relevant content strategy respond to new opportunities in responsive design?
In this session we’ll walk through examples of how real brands have tackled context in all its forms, and dig into the challenges you face to identify a message architecture, choose contextually relevant experiences, and sustain your efforts over time.
Presented at O'Reilly Where Conference, #whereconf, Location Marketing Boot Camp, on April 2, 2012 with Sara Wachter-Boettcher.