Since the dawn of digital marketing, practitioners have hailed personalization as the ultimate in sophistication.
Calling customers by their names and knowing a lot about them — their ages, genders, birthdates, interests, purchase histories — enables marketers to deliver more relevant, meaningful content that helps win new conversions and engender their long-time loyalty.
But personalization is no longer the be-all and end-all, as it’s now being overtaken by technologies that allow for the establishment of even more profound relevance and connection — both in marketing and in the overall customer experience.
These technologies provide marketers with insight into context — a largely untapped element that can provide such an in-depth understanding of customers that marketers may then begin to anticipate people’s needs, wants, affinities and expectations. These insights — which may take into account the device in use, the channel, the location and the particular brand — can then be put to work to power improved marketing in every situation.
Context, in other words, takes into account not only the Who, but also the When, Where, Why and How. Simply put, it’s deeper targeting and more on-point messaging.
It’s about so much more than just who
My soon-to-be-published current research looks at marketing beyond the right message, to the right person at the right time. Contextual marketing goes further by considering a variety of factors: the platform consumers are using; their physical location (perhaps, using beacon technology, down to the store-shelf level); real-time information such as atmospheric conditions (Is it raining?), or even geospatial movement (whether they are in a vehicle, and if that vehicle is stopped at a red light, for instance).
These types of campaigns aren’t just fantasy, they’re reality. Maille Dijon mustard used beacons to target customers who had food-related apps installed on their phones in supermarkets. Waze teamed with Taco Bell to send a coupon to drivers who were near a restaurant, but only when drivers were stopped at a red light (safety first!).