Will Schnabel says, “Unless you’ve been living under a rock the past few months, you’ve probably been bombarded with articles screaming that context-driven messaging is the next big thing in marketing. If you’re really unlucky, you’ve even had your boss forward you one of them, captioned with a cryptic directive like “we should be on top of this.”While hearing phrases like “the next big thing in marketing” justifiably triggers gag reflexes, there is some validity to all the attention. Context matters, especially when you’re talking about communication. Take this example from... (Read More ...)