Personalize Marketing through Context

In real estate, the three most important words are “Location. Location. Location.” If you think about marketing, those three important words might be “Context. Context. Context.”

Context is the key to unlocking the mantra of digital marketing: “delivering the right message at the right time, through the right channel”. Context is the real-time application of all the data marketers collect on consumers, their preferences and interests. The insights derived from that data are what enable marketers to provide timely, relevant customer experiences and communications across all touch points.

What Contextual Marketing Requires

Marketers must be nimble and responsive when creating and delivering contextual messages. With so many moving parts, contextual marketing requires a highly integrated platform that can:

  • Create a single view of the customer: Developing a robust, unified, consistent view of the customer requires the ability to bring together, house, integrate, and visualize all data from email, web, SMS, display, social, in-store, and direct mail along with demographic, location, behavioral, and attitudinal information.
  • Turn Big Data into actionable insights: If marketers are to take advantage of one or more contextual elements such as time of day, location, past purchases, device, etc., they must be able to quickly and easily extract granular insights that inform multichannel campaigns. They need tools to identify new opportunities with real-time, train-of-thought analysis.
  • Produce and distribute messages in real time across relevant channels (at scale): To take advantage of the moment, marketers need to optimize every touch point with their customers by seamlessly integrating email, SMS, push, social, display, and display retargeting campaign capabilities. Flexibility is key. To seize the moment, marketers will need to change messages, creative, and campaign dynamically. To close the loop, the platform should also be able to measure performance so marketers can keep perfecting communication. 

Delivering on Context: Real-World Scenarios

Contextual marketing builds strong relationship with customers. Here are three examples of how context can be leveraged:

  • Meet consumer on their terms. While email may be your most productive channel, it may not be how a subscriber wants to be reached. Preference center data can show you that SMS is the way to keep the conversation going.  
  • Instead of sending a constant stream of campaigns with the message “BUY NOW!!” marketers can time promotions to reach people when they are most likely to buy. You can exclude people who recently bought from a promotional communication until they’re near the end of the average purchase cycle for your brand. At that point, you can send campaigns that provide timely incentives to drive new purchases.
  • Multi-channel buyers spend more over the course of their relationship with a brand and purchase more often. Marketers can recommend the nearest store to get online-only buyers to visit a brick and mortar location. By the same token, brands can offer single channel buyers incentives valid only if they are redeemed via other channels like their app, website, physical store, or customer service line. 

Contextual Marketing Shifts the Paradigm

Too many marketing messages, not enough relevant interactions. To be effective, marketing campaigns must evolve from driving transactions to building 1-to-1 relationships through real-time integration of contextual data that creates value.

Context means less marketing to the masses and more personalized messages for smaller audience segments. Marketers who embrace this shift should see increased conversions and revenues as they speak directly to the buyer’s journey.

 

Sources

http://blogs.forrester.com/rusty_warner/16-04-20-lets_put_enterprise_marketing_technology_into_context

https://martech.zone/what-is-context-marketing/

http://marketingland.com/context-digital-marketings-next-frontier-186962

 

 

 

 

Author Bio

Lisa Mayer

Lisa Mayer is a content Marketing Specialist who sees her role as helping to provide clients and prospects find a solution to business challenges. She finds explaining how technology can transform a business to be especially interesting.