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In real estate, the three most important words are “Location. Location. Location.” If you think about marketing, those three important words might be “Context. Context. Context.”
Context is the key to unlocking the mantra of digital marketing: “delivering the right message at the right time, through the right channel”. Context is the real-time application of all the data marketers collect on consumers, their preferences and interests. The insights derived from that data are what enable marketers to provide timely, relevant customer experiences and communications across all touch points.
Marketers must be nimble and responsive when creating and delivering contextual messages. With so many moving parts, contextual marketing requires a highly integrated platform that can:
Contextual marketing builds strong relationship with customers. Here are three examples of how context can be leveraged:
Too many marketing messages, not enough relevant interactions. To be effective, marketing campaigns must evolve from driving transactions to building 1-to-1 relationships through real-time integration of contextual data that creates value.
Context means less marketing to the masses and more personalized messages for smaller audience segments. Marketers who embrace this shift should see increased conversions and revenues as they speak directly to the buyer’s journey.