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.