The power of content captivates the mind to the extent that it controls the decisions of the impact market. It adds value to interaction. It changes not only a phrase but the nature of the relationship. It helps brands to associate with their target market. It also adds fun to marketing and drives home the intended purpose easily.
Context Draws From Various Data Input
Context is a combination of data from different locations. It pulls from social, emotional, cultural, economic and environmental data. SMS target customers at specific locations. It demands an advanced handling of collective information.
These sources of information help to identify with the customer at an individual level. The marketer gets to learn the preferences of customers so that they formulate target campaigns which they direct to these customers. This feed of personal data about customers is very beneficial and requires mining.
Mobile Devices Largely Affect Context Marketing
There is so much influx of real-time information. Methods of relaying information are expanding and demand more attention. Information originates from the keyboard, virtual keypads, video, sensors and audio capture.
Smartphones and other wearable devices help to manufacture this information. With innovative brands like Samsung and iPhone, there are more ways to capture and disseminate all sorts of data. Google Glass is also in on the sensor input.
Such devices relay much information that is environmental and emotional in nature. Information such as movement, location, temperature, lighting and orientation are useful picture the target scene. This is however personal data that require assent to use.
How to be Effective at Context Marketing
Consumers’ time is limited and precious. Analytics need to relay very specific information only. Overall decisions need to be made focussed on the customer. Most customers unsubscribe from too recurrent advertising pop-up.
Customers at times make the drastic move of even ceasing to use the brand when bothered by marketing campaigns. The response from marketing needs to largely understand the customer. The message needs to be appropriate to the customer.
Creativity With Data
Context requires inventiveness with the huge data set. Individuals are using more than one device, at more than one location. Customers are incessantly connected. With the increase in the mobile internet users, more content is available from a number of devices and individuals.
The content availed is also rich and weighty. Real time analysis of this data is very beneficial but also very complex. How the marketer responds in real-time to this information, determines the effectiveness of the context marketing. The approach to respond to these data demands also has to be innovative.
The employment of real time data analysis techniques becomes crucial. Artificial intelligence methods help to pin-point how to respond to the data.
21st Century Marketing
Innovative technology has revolutionized marketing and made it take on a different shape. Context marketing is shaping how businesses communicate to consumers. There are many variants in the modern world, such as context, news, technology and consumers. Brands are leveraging on the speed of modern technology and variants to reach the market.
Generally, consumers are looking for simplicity and want information fed to them. Many are lazy at searching for this information. That is where context marketing comes in to link technology, information, brands and customers.