Email Marketing is alive – Call to Traction15. November 2017
Existing Platforms30. December 2017
The importance of content in your marketing campaigns is a topic many experts write and analyze very often. Therefore, very often comes the statement "Content is King", which is not wrong. But the content alone has no real value. It only becomes valuable if it fits into the context of the person who is currently consuming the content.
When we talk about content, we should also ask ourselves how the customer experience can be improved for our customers through their preferred channels and in the right context.
Contextual marketing is the ability to play the right content for the right person in the right place and time. In the best case, this depends on what interactions the person has with you and your business and what needs he or she has.
#1 Know your target audience(s)
Simply writing content is not enough (anymore). To create meaningful content, you need to know exactly who you're talking to, what your intentions are and how you can help.
#2 Content is not just about words
When we think about content, we usually see text on a website, in e-mails or on flyers. But content is more, depending on the context in another form or in another medium. Our customers just do not like to read. That means it is also working in videos, short stories, animations or similar.
#3 Data, data and again data
If you do not know anything about your target audience, then it is very difficult or almost impossible to market anything in the right context. In the meantime, big data has been an approach that has shown the sheer quantity of data. Meanwhile, you should go one step further to "intelligent data" and only collect the data you need and when you need it.
#4 Personalize, and that is more than just the name
Personalization without the use of data is actually impossible. There are both implicit and explicit data that can be used to transport your message. Implicit data looks at the behavior of customers (eg the visited websites, the device, the location) whereas explicit data is the direct target data such as name, email or similar.
By combining both data, you can give your customers an extremely personalized customer experience in the right channels.
#5 Test and optimize
You'll probably never be 100% accurate in predicting how customers will behave, no matter how good your experience and data collection. Overall, it's about learning what works and what does not, by doing tests and tweaking. Especially digital marketing offers such a quick adjustment possibility "on the fly".
Find the original articles at the colleagues of The Reference.