Contextual Marketing vs. Personalization

 
 

Contextual marketing has quickly become a buzz word in digital marketing, but the industry has lacked a detailed explanation of what it means and how it can be applied to new and existing programs. Worse, the term "contextual marketing" is often being used to refer to basic personalization. 

While it is true that knowing who you're marketing to, what they like and what they've bought in the past provides some context, it is a very limited view and gives no insight into their current situation. Are they travelling? Snowed in? Did they just get married? Did they change jobs? All of this situational information can change at a moment's notice – and is invaluable in knowing how to best engage a custom at any given time. And that's just one side of the equation.

Customer context

 

For marketers, a customer's context also needs to take into account the real-time state of their business. Effectively engaging in contextual marketing requires knowing your company's ability to respond to its customer's current context. For businesses with physical locations, how they engage with customers can be optimized based on store locations and hours of operation. More dynamic data like inventory and promotional events also plays a key role, regardless of physical or virtual operations.

As you can see, there are multiple types of data that inform customer context, which present marketers with exponential opportunities for delivering value to their customers. The first step is understanding customer context, and a new resource from StrongView helps marketers do just that.

The eBook "Context Changes Everything" lays out a framework for understanding customer context and the four principle types of data that inform it. Next, it explains why a contextual understanding of consumers is critical for delivering customer-centric experiences, building stronger relationships and increasing lifetime value.

Today's constantly connected consumers have high expectation for interactions with your brand. They are continually sharing and exposing data that can be used to understand their current wants and needs – and they will be loyal to brands who leverage that information effectively.  Don't wait to get started understanding customer context. This contextual marketing eBook will show you how.