Me Marketing: Get Ready for the Promise of Real-Time, Context-Aware Offers in Consumer Goods

G00226076

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Summary

A future is coming when shoppers will get personalized real-time offers while they are in the store, powered by context-aware computing and the Nexus of Forces. In this introductory research, we begin to lay out the scenario for this future and how to get ready for it.

Table of Contents

  • Analysis
    • Context-Aware Computing and the Future of Consumer Goods Marketing
    • "Me Marketing": The Formula for Real-Time, Context-Aware Offers
    • Consumer Insight and Permission
    • Delivery Mechanism and In-the-Moment Context
    • Selecting the Best Offer
    • Offer Redemption
    • Me Marketing Is a Game Changer
    • Challenges and Risks to Be Explored
    • IT's Role in Context-Aware Offers
  • Gartner Recommended Reading
© 2012 Gartner, Inc. and/or its Affiliates. All Rights Reserved. Reproduction and distribution of this publication in any form without prior written permission is forbidden. The information contained herein has been obtained from sources believed to be reliable. Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartners research may discuss legal issues related to the information technology business, Gartner does not provide legal advice or services and its research should not be construed or used as such. Gartner shall have no liability for errors, omissions or inadequacies in the information contained herein or for interpretations thereof. The opinions expressed herein are subject to change without notice.

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