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Contextual Marketing -  is a marketing technique that serves targeted content (typically internet advertisements) to the users in side bars or banners based upon their previous search terms or online behaviors.  It is considered a personalized form of (content) marketing, but often used when the individual user cannot be uniquely identified.
Corporate-Consumer Relationship -  is a term first used by David Giannetto in Big Social Mobile to describe the ongoing battle for power between consumers and for-profit companies.  Giannetto breaks down the relationship into three main stages: 1) pre-capitalism where consumers dominated due to the inability of most companies to operate in areas that exceeded the 'word of mouth' that their reputation created, 2) capitalism, beginning with the creation of a wage-labor economy, where corporations gained dominance and could (eventually) utilize marketing methods that drown out their local reputation, forcing consumers to make a buying decision based upon perceived value and not true value, and 3) social economy, where the market dynamics of capitalism still exist but are counterbalanced by consumers having an independent voice (via social media) that allows them to share information outside of corporate controlled platforms, forcing companies to consider the true value they deliver and shying away from marketing based solely upon the use of perception to increase their (nonexistent or lacking) value proposition.  See graphic 3.1 in Big Social Mobile.

Welcome to the
Big Social Mobile Enterprise

Big Social Mobile offers the first enterprise-spanning view of how today’s most influential digital initiatives can be used to go far beyond the typical, segregated marketing and technology initiatives generating limited returns, to reshape how companies operate, interact with customers, acquire new customers, markets and market segments, understand their position among competitors, unify traditional and big data and information across the physical and digital landscapes, and leverage their social communities to create tangible business results.  This is the future of how companies will operate and interact with the market.  Drawn together from some of the most complex information-based engagements, industry analysis and case studies, the highly anticipated book not only explains the benefits and risks, the tools and techniques, but also provides a step-by-step program for how companies can become truly Big Social Mobile.

Case Studies from

Starbucks, Amazon, Dunkin’ Donuts, PR Newswire, Facebook, Triple-A, Comedy Central, Yahoo, Verizon, United Airlines, Wal-Mart, National Oil, Seattle City Light, FujiFilm USA, Secret, Giant Eagle, Symbolics, WhoIs, MySpace and more

Industry features, including

Retail, Finance, Software, Energy, Insurance, Photography & Imaging Consumer Goods, Deal-of-the-Day, Rental Cars, Accounting and more