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• As companies continue to navigate the recession they look for ever more efficient ways to achieve their goals - this is adding to the pressure on agencies and media companies to deliver under what are often tighter constraints.
• This represents an opportunity to productively evolve the way we plan, buy, sell and execute our communications and media activity. And this is why in 2012, Context is going to become more central to our businesses - the context of our communications and the context in which consumers lead their daily lives.
• Marshall McLuhan famously said that "the medium is the message". He was 20% right.
  • The Medium through which a message is received makes up 20% of it's context, but there are four other factors that get us to 100% and these are Where (we are when we receive the message), Who (we are with), What (we are doing) and How (we are feeling).
    
  • Only with a full understanding of these factors can we optimize the distribution of budgets, shape our creative messaging through selected media that reach people at the best times to leverage a state of maximum receptivity - making a higher ROI that much more likely.
    
  • Applying this expanded definition of Context to our work is one way in which the media industry will achieve greater efficiencies.

MRCC January Session Tweets:
@MikeBloxham: McLuhan was only 20% right - there's more to the message than the medium
@MikeBloxham: 2012 could be the year of Consumer Context. Factoring in Media, Location, Social Setting, Activity & Mood to planning/buying
@MikeBloxham: Best use of Consumer Context drives Receptivity which drives ROI. Poor grasp of Consumer Context = poor ROI

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