Latest trends in current business operations are dominated by smartphone technology, wearable gadgets, the Internet of Things, and social networks. How can you make use of them to produce an effective marketing campaign?

It is the moment for Contextual Marketing!

Contextual marketing is the real-time offering of selected information to a certain segment of consumers based on static data and dynamic data in a non-aggressive way. Static data can be age, gender, or transactional purchase history. Meanwhile, dynamic data can be collected from current location parameters where the specific consumer is currently being at; Sources of such data can be from in-store beacons, local weather, local events, GPS data, or street traffic conditions.

E-mail campaigns may not provide much value of relevancy for modern consumers where nowadays contexts are rapid changing. Marketers should look at mobile app!

Why mobile app?

  • Users can opt-in for offers or notifications they want to receive
  • User’s location can be determined with indoor and outdoor sensors

The Bottom Line

At the end, contextual marketing enables marketers to hit the right person with the right information at the right time.

To set up contextual marketing, marketers need to have a way to collect/analyze/monitor relevant data about customers. With nowadays data analytics technology, it is possible to do so.

Actions To Do

Marketers need to have an automation system to personalize offers (i.e. which factors will trigger which offers) for which segment of consumers at what specific timing.

It is the time to implement a mobile app. However, it is not simply to create a mobile app; Marketers need to foremost understand its usefulness in user’s perspective, so that they can create an engaging mobile experiences for users.

How to Measure?

An effective contextual marketing shall be able to attract new customers, build customers’ loyalty, improve conversion rates, and increase sales transactions.