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!