For most of digital marketing’s relatively short history, personalization has been the ne plus ultra of sophisticated marketing. Addressing the customer by name, knowing their age, gender, date of birth, purchase history – all these data points help marketers deliver messages that are more meaningful and more relevant – and that, by extension, result in higher conversations and deeper loyalty.
Personalization is now being supplanted by technologies that can drive even deeper marketing and experiential relevance. Context’s untapped opportunity is to get an extremely granular understanding of customers, then to anticipate their needs, wants, affinities and expectations, and develop unique insights to power better marketing across all devices, channels, localities, and brand experiences.
Context, in other words, takes not only the ‘who’ into account, but also the when, where, why, and how. Simply put, it’s deeper targeting and more on-point messaging.
Under the auspices of our client SDL, I recently authored a white paper, Why Context Is Essential to Digital Marketing (PDF download) that looks at marketing beyond the right message, to the right person at the right time. Contextual marketing goes further by considering the platform consumers are using; their physical location (perhaps, using iBeacon technology, down to the store shelf level); even real-time information such as atmospheric conditions (is it raining?) or geo-spatial movement (whether they are in a vehicle stopped at a red light, for instance).
What type of coupon should a customer receive? When, and for what type of offer? MGM Resorts makes these determinations contextually; sending offers to guests’ smartphones based on where they are on the resort property (which restaurant, shop, show, or casino) as well as in the context of their individual loyalty member status and stated interests.
Context in marketing can only be fueled by powerful, integrated technologies. Its components range from semantic technologies to machine learning and predictive analytics, customer data, product/service data, flexible, dynamic content, and journey-mapping.
Without a doubt, context is complex. Moreover it is growing in importance, not only because it’s increasingly technologically feasible and effective, but also because newer technologies (the Internet of Things and Beacons, for example) will enable additional layers of context to meet consumers’ growing expectations for contextually relevant experiences and messaging from the brands they interact with in an increasingly digital world.
For most of digital marketing’s relatively short history, personalization has been the ne plus ultra of sophisticated marketing.
Content. It’s not just for the marketing department anymore. These last few months I’ve been researching how organizations are forming, and benefitting from, what my co-author Jessica Groopman and I are terming a “Culture of Content.”
We can all pretty much universally agree that with native advertising comes the obligation of disclosure and transparency.
When Facebook announced last week that it will soon become more difficult for brands’ page posts to appear in the news feeds of their friends, fans, and followers, the outcry was predictable.
What goes into creating and fostering an organizational culture of content? As an analyst that’s the topic I’m currently researching.
Social selling has become a hot topic. Organizations in every industry are working feverishly to leverage social platforms and social networks for a number of reasons
Now more than ever, content must be recombinant. This means a critical component of content strategy is the ability to rapidly dissemble, reassemble, reuse, repurpose, and remodel discrete elements of digital content.
Content Marketing: How do we do it globally?
A genuine culture of content goes far beyond enabling and empowering content creators outside of marketing.
How should content be measured and analyzed? Let us count the ways (or at least begin to).
How much does content marketing cost? Tough question, right? So let’s break the question down a bit to try to simplify it.
We recognize that existing RFP templates cannot be retrofitted to the task of soliciting content marketing solutions due to a number of specific challenges.
Lately I’ve been doing a ton of work around the content marketing vendor landscape: conducting research, as well as helping clients ascertain what their technology needs are and pinpoint the vendors that can solve their problems.
What’s a digital newsroom? Seems like such a simple question, until you start pondering the potential answers.
Michael Brenner has long been a recognized leader in content marketing in his role as VP marketing at SAP. Very recently, he joined content marketing technology vendor NewsCred to head strategy for that company…
Murky research collided with lazy journalism last week to create a torrent of #socialmedia + #advertising = #fail link bait.
You know about ad stacks, right? Get ready to say hello to the next big thing in content marketing technology: the content marketing stack.
Our new research report, The Content Marketing Software Landscape: Marketer Needs & Vendor Solutions, published today to help marketers navigate the tangled and complex content marketing software landscape.
It’s almost that time of year again: Altimeter’s analysts are mapping SXSW plans and schedules. Making the trip to Austin this year are Brian Solis, Susan Etlinger and Rebecca Lieb.
As digital channels operate increasingly in the ‘now,’ all marketing organizations must consider to what degree they will function in real-time, and even define what real-time is relative to their operations and marketing organization.
Not since the legislative debate over spam back in the early part of the millennium has a digital marketing term been so riddled by obfuscation and misunderstanding as native advertising.
More than a handful of brands publish more content now than a major media property such as Time Magazine did 25 years ago.
That Time of Year is rapidly approaching: “Will you be there?” “Are you speaking?” “When are you in town?” The Altimeter Group analysts attending SXSW 2013 next month are Jeremiah Owyang, Brian Solis, Susan Etlinger, Chris Silva and Rebecca Lieb.
In the late 20th century, when the commercial internet was in its infancy, there was no end to the griping about “silos.” Back then silos referred to That Which Is Digital and That Which Is Not Digital. The gripe (from the digital side of the equation) was that the not-digital team got all the budget, […]
So content is the new black (and some 270,000 exact-match results for that phrase on Google suggest it’s at least a deep, deep indigo).
There’s been a rash of news stories recently with headlines so misleading it’s hard to believe they passed editorial muster. Yet a quick search of Google News reveals no less than five articles with ledes very much like this one: P&G to cut 1600 staff after CEO discovers digital media is free.
In this book, leading search optimization expert Rebecca Lieb brings together more than 50 absolutely crucial facts and insights decision-makers must know to drive more web traffic through better search engine placement.