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.