First, Contextual Marketing empowers customers and consumers and puts them in the driver’s seat. From now on, they govern our marketing strategies.
Second, it increases user engagement with our brand. According to Forrester , “a large majority of consumers (74%) said they are comfortable with companies using data about them to provide personalized experiences.” And of course, response rates and conversion rates are five to twenty times higher than results from conventional online advertising ( The Guide to Internet Marketing by Nathan Hull ).
With Contextual Marketing, the physical and digital worlds merge to drive results and deliver the ultimate in intelligent marketing. We are talking about Customer Intelligence provided and interpreted by the consumers themselves. It is a game changer that is going to create an impact on the organization.
But just because outcomes are improving doesn't mean we're all set. We need to determine the context in which we're going to ask consumers for permission to move forward in the decision-making process.
TRUST is the cornerstone here: let's put our Contextual Marketing techniques into practice only when we have established a certain level of trust; it is the tolerance threshold between continuing or feeling overwhelmed.
We must ensure that all actions comply with the 4R's of Contextual Marketing :
Make sure all your actions are RELEVANT to your audience in the context they are in.
Ask permission to move forward in the decision algeria phone number data process and make sure you have the appropriate ANSWER.
Use contextual information RESPONSIBLY, always respecting privacy.
Ensure that the RESULTS obtained build a solid relationship with your clients and consumers based on trust.
At this point, the questions are: are you ready to implement Contextual Marketing in your organization? Are your marketing, sales and technology departments aligned so that you can get them to work together? Are you willing to bring the voice of your clients and consumers to your decision-making table? Do you have the necessary profiles and capabilities, both internal and external, to be able to tackle it?
I invite you to consider the answer to these questions in future installments. In the meantime, you can watch the presentation on Data-Driven Attraction Marketing that I gave at the last edition of Madrid HUG .