How to Master Contextual Marketing

Robert Leefmans
Dec 12 2016
Posted in Best Practices

Manage all your app's content using the same criteria

Providing mutual value is the promise of contextual marketing, where you leverage customer demographics, history, behaviour and countless other pieces of contextual DNA, to deepen the relationship with the customer and increase ROI.

Context is King

It goes without saying that everything starts with the right content. Although you are likely producing great content now, you'll want to optimize it to make it truly speak to your buyer personas, including the array of data your mobile app and website already gather for each profile.

After that, it just becomes a natural step to enable your content to speak when the context is right. Besides pushing highly interactive and contextual messages based on location, behaviour and time, you can now also manage all your app's content using the same criteria.

Example

Time matters

To seek customer moments, brands need to change content as fast as their business requires. It's imperative that a content management tool facilitates time-sensitive interactions without consuming all the content managers' valuable time. Reducing your team's stress while deploying the right content at the right moment is the core of contextual marketing.

Time matters

Language speaks

Every demographic group requires special attention and tailored content. This factor truly catches the eye of consumers and that becomes a serious driver of sales. Notificare's powerful Storage add-on enables you to create and manage this content using the same segmentation your app is already using. It's a natural step towards contextual content without the need for expensive development sprints.

Language speaks

Location is important

The same way you already create location-based messages, your content can also be tailored to your customer's location to become truly contextual. Now brands can showcase their products based on a very important piece of data their consumers share with them: their location. Without effort, Notificare let's you use the location data you are already harnessing in your messages to put the right content in the right place.

Location is important

Behaviour defines context

As you gather data about interactions in website and mobile apps for later re-engagement, the same can be done with your content. Truly contextual content makes use of this knowledge to present the most appropriate content when customers browse your website or swipe through your app. This is the holy grail for customer moments that can finally be managed effortlessly by brands.

Behaviour defines context

Wrapping up

Once upon a time and long ago, local general store owners would know each of their customers by name, what products they bought and which products they might like. Their conversations with customers were one-to-one and meaningful. Marketing was "easier."

Today, things are a little bit more complicated. With the proliferation of devices, channels, volume of marketing messages and the Internet’s transfer of power to the consumer, brands have come to realise that they need to seek out ways to better understand their customers and their buying decisions. Notificare created a unique tool that will change the way your business operates.

Please feel free to ask us a quote for the Storage add-on and start mastering your marketing right now!

Keep up-to-date with the latest news