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Contextualised Marketing: 2-Minute Takeaway

, Posted by Adrian Kingwell in Adrian Kingwell, Web Analytics

Contextualised Marketing uses location, time, weather and other real time cues to try and guess what you’re most likely to respond to.

Why is important?

Getting closer to your customer’s mindset helps you sell more to them. Contextualised Marketing takes advantage of the wealth of information that is available and uses it to personalise the customer experience.

Forrester analyst Anjali Yakkundi, a specialist in digital experience delivery, had a few interesting things to say about contextualisation at the Webtrends European Engage event on Wednesday 6 November 2013.

Basic Contextualised Marketing

The new 7-Eleven app updates its front page every few hours with a different promotion.

What they promote depends on the time of day and your local weather. So on a cold and rainy morning, you get…

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This is an example of a huge and largely faceless company engaging with its customers and giving them relevant experiences.

Instead of showing us what they want to sell, they show us what we want to see.

Taking it further

Contextualisation isn’t just about the weather.

Analytics allows us to use the historical behaviour of the customer to predict what they might do next.

  • What has this customer looked at before?
  • What device or channel did they come to us through?
  • Where were they right before they got to our site?
  • What are they looking at or searching for in this particular session?

All of this information can bring you closer to the customer and gives you the opportunity to provide relevant experiences and a personal touch.

Summary

We were convinced of the benefit of contextualised marketing.

Anjali wrapped up by giving us a few simple instructions to get you on your way:

  1. Identify key touch points. When they first visit your site or app? At a particular conversion point? These are the best places to apply contextualisation.
  2. Assess the technology gaps. Can you already add context with your current tools?
  3. Choose the tools. Beware of a jack-of-all-trades. No single tool can deliver full personalisation or contextualisation. Choose best-of-breed, and integrate them.