Following on from last time, if a customer is presented with informative content about a product once they have already past the research stage and made a purchasing decision, you aren’t doing context marketing. If your business’ content isn’t in the right place at the right time with the right content, the customer may decide your brand isn’t the right fit after all.
You can avoid these missed opportunities by ensuring that visitor and customer data is collected and connected in a single marketing database in complex detail, right down to the individual level. When your team has this data available in real time and to any application, it can be used as the foundation for automatically delivering the most relevant content to each and every person. With thousands or even millions of customers worldwide, you need technology that automates this process at scale
Essentially, context marketing is all about interactions that are relevant to the consumer and managed on the consumer’s terms. It is the cause‐and‐effect relationship between a business/brand and a customer. When a customer completes an action and interacts with your brand in some way, successful context marketers have automatic systems that respond with appropriate content that will build on the last interaction and help the customer make the next informed decision on their buying journey.
As technology advances, customers have more touchpoints than ever. Unfortunately, many businesses fail to cover all of these touchpoints which results in unhappy customer experiences and customers.
Go through the process yourself; put yourself in your customer’s shoes to gain a better understanding of what you need to deliver to your customers, when and how. While the customer goes through a journey, you must plot a parallel journey in order to achieve context marketing success. Your brand journey map will outline the step your team need to take to manage a positive customer experience. Within context marketing, these steps will often include highly personalised content that can easily be presented to the customer at the most relevant point of their buying cycle.
To learn more about context marketing and how to implement this process in your business, contact the team at Website Design Centre today.
