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Keep It In Context: How Context Marketing Works

Context marketing is a marketing strategy that involves delivering personalized content to consumers based on their current context, such as their location, behavior, and interests. The goal of context marketing is to deliver the right message to the right person at the right time, leading to a more engaging and effective marketing experience for the consumer.

Context marketing is based on the idea that people are more likely to engage with content that is relevant and timely to their needs and interests. For example, if a person is searching for a new car, they are more likely to engage with content related to car reviews, pricing, and availability. If they are on the go, they may be more interested in location-based content such as nearby dealerships or test drive opportunities.

The key to successful context marketing is to understand the consumer's needs and interests and deliver content that is tailored to those needs. This requires gathering data on consumer behavior, preferences, and location, and using that data to deliver personalized content across multiple channels.

Context marketing can take many forms, including email campaigns, social media ads, mobile push notifications, and website content. For example, 16Handles, a soft-serve yoghurt chain in the US, did market research that revealed that their target audience is 16 to 25-year-olds who use Snapchat. The firm developed a context marketing strategy that catered to that very demographic.

Customers had to snap a photo of themselves at a participating 16Handles location tasting a yoghurt flavour, then send the photo to the brand’s Snapchat account. Once 16Handles received the picture, the person handling the Snapchat account would send the user a coupon for 16%, 50%, or even 100% off. Customers loved the campaign because it rewarded them for doing something they were planning on doing anyway (buying frozen yoghurt).

Other examples could include a retail store sending a personalized email to a customer based on their recent purchase history, offering a discount on a related product or a restaurant sending a push notification to a customer in the area, offering a discount on their lunch menu.

Context marketing is not just about delivering personalized content; it's also about creating a seamless and consistent experience across all channels. This requires coordination and integration across all marketing channels, including social media, email, mobile, and website.

In the bigger picture, context marketing is a powerful marketing strategy that can help businesses deliver personalized content to consumers based on their needs and interests. By understanding consumer behavior and preferences, businesses can create a more engaging and effective marketing experience that leads to stronger relationships and increased revenue.

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