Digital Marketing is Broken - Here's How Context Can Fix it
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Transcript of Digital Marketing is Broken - Here's How Context Can Fix it
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You might have heard about “contextual
marketing” before.
But what does it actually mean? And why
is it so important?
Thinking in Context
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Contextual Marketing
1. Enhances the customer experience
instead of interrupting it
2. Provides utility
3. Increases engagement & ROI
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Today, marketers are constantly taking
customers out of context by interrupting
the customer’s experience with irrelevant
content and ads.
That’s resulted in some serious trust
issues.
Losing Trust
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Forrester sees progressive companies building their own
contextual marketing engines (CMEs) to connect with their
customers not through campaigns, but through ongoing
interactions.
Contextual marketing needs technologies across four
areas: real-time analytics, insights, marketing automation,
and interactions.
“
”
To fix this, you need to build a new kind of engine.
- The Power of Customer Context, Forrester
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Let’s talk Uber.
Uber has built a flagship model for contextual
marketing.
Every time you open the Uber app, you’re opting into
a contextual marketing experience.
Uber’s Engine
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Uber isn’t about cars.
Uber is about real-time logistics, about getting
customers what they need, where they need it,
in the moment.
Need to get to a conference? Uber a black car.
Need ice cream on a hot day? Uber it to your
doorstep.
Uber’s Engine
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$41Bvaluatio
n
Uber = Experience.
Uber’s contextual marketing engine delivers the
product to customers so seamlessly that they
don’t even think of that experience as marketing.
That’s proof that Uber has built a company that’s a
verb, product, business, and experience all in one.
This model has led to a $41 billion valuation on
Wall Street.
Uber’s Engine
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An Email-First Approach
Contextual Email.
With the right contextual content platform, your
emails can send the right messages at the right
time and provide great user experiences.
Great contextual emails target by customer
context like device, time of day, weather, and
more.
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75%Increase
in CTR
Weatherized Content.
During Snow Storm Juno, for example,
Nickelodeon geo-targeted the areas with snow in
the forecast so people in the affected regions
would receive a “Snow Day” activity pack email.
By changing the copy depending on a recipient’s
real-time context, Nickelodeon increased
click-through rates by 75%.
An Email-First Approach
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For contextual email to work you need
to solve these challenges:
Personalization
Increase
response rates
with Contextual
Content
Create hyper
personalized
emails at scale
Use content that
already exists on
the web, social
Ensure cross-
channel
consistency
Automation Innovation
Stand out in a
crowded inbox
Improve the
metrics in your
email scorecard
Optimization
Optimize based
on performance
in real time
Test, refine,
repeat
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DOWNLOAD THE EBOOK
TODAY!
Next Steps
Want to find out how your brand
can create contextual
marketing experiences?
Check out our eBook,
“Everything You Ever Wanted to
Know About Contextual
Marketing” for examples,
strategies, and more.