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The Business Case For Context Marketing
As customers, we’ve developed a demanding mindset. It’s no longer good enough for businesses to pepper us with catch-all messages. We expect marketing to meet our personal needs. That’s why it’s up to you as a marketer to deliver the experiences we want, at the right time, and on the devices we prefer.
For this, you need contextual information about your customers. You need to know all about their past and current interactions with you. You need to understand exactly where they are on their buying journeys, and what they’re trying to do right now. With this context, you’re in a position to offer useful, relevant, personal experiences, just when each person is most receptive.
It might seem a tall order, but delivering consistently relevant, contextual experiences to every one of your customers can be done —at scale—as long as you have the right marketing technology and systems in place. The question is: Will pivoting toward context marketing deliver long-term business value? We think it will.
In fact, we can prove it to you.