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Find out more by reading our cookie policy. Sign up to our newsletter to get the latest in digital insights. It also helps brands stand out from the crowd! By focusing on context in digital marketing, you can get the right offer in front of the right customer exactly when they need it most. By being in the right place at the right time, you can ensure that your advertisements are always highly relevant to the current needs and interests of your customers. There are plenty of non-digital equivalents as well.
Most customers are more inclined to purchase certain products at certain times of the day. Within the app, customers were offered the breakfast menu only as they approached a Taco Bell location during specific morning hours. The nearest location was then flagged on their map, making it convenient for customers to swing past for breakfast.
With access to new GPS technology, businesses are now able to contextualise their marketing like never before. Timely marketing is all about having your finger on the pulse and keeping an eye on the latest news and events. When a power outage saw the lights go out in the Mercedes-Benz Superdome for 34 minutes, Oreo jumped on the event—and into the marketing history books—with a bit of tongue-in-cheek humour.
The post was retweeted nearly 15, times and earned more than 20, likes on Facebook. Not bad for a tweet that cost the brand virtually nothing! The internet has seen a wealth of trends and fads that seem to disappear just as quickly as they arise.
By becoming a part of the conversation, these brands were able to connect with their audience in a humorous way that helped strengthen the relationship. With customers and the digital landscape putting greater emphasis on the importance of privacy, brands need to find new and innovative ways to market their products online. By marketing your products in the right context, engaging in the conversations your customers are having, and being in the right place at the right time, you can help your customers sift through the noise to find your brand when they need it most.
Check out Chapter 5 of our free Integrated Marketing Guide to learn more about contextual marketing and how you can get your brand in the right place, at the right time, every time. Download the guide today! Download now. Save my name, email, and website in this browser for the next time I comment. Recent global events, such as the COVID pandemic, have sent shock waves through the event marketing industry.
The revolution of the customer journey from the physical world into digital environments now requires a platform-agnostic approach to enable a frictionless customer experience to solve customer problems. Context was the connective solution. As an example, consider the effectiveness and message saliency of advertising branded sports clothes during or after a workout. Look at when consumers are in their active wear versus advertising to them during their work commute as they are reading their daily news or social media feed in work attire.
The implication for marketers is we need to be more contextually solutions-focused and understand whether we are saving time or giving time. These are the ultimate proof points of being easy to deal with. For marketers in this digital era, time is the commodity we are trading in. Visa has had to extend its brand beyond the traditional bricks-and-mortar banking institution into crafting the future context of digital commerce for its customers. By understanding the contextual pain points throughout customer journey of the check-in process, Starwood delivered an industry-first app which meant its Preferred Guests could seamlessly check into a property and enter their assigned room through an SPG keyless functionality within the application.
This experience should have broader digital implications for the Starwood marketing team. And of course the side benefits include positive operational implications in the physical world through reduced labour costs and shorter wait times for those in the queue to ultimately deliver improved brand advocacy. It also means less harried frontline staff.
While there may be low engagement with a digital coupon served up to a consumer on a digital marketing platform through NFC technology, within the context of the point-of-sale, there could be a higher incident of digital coupon redemption by the consumer at their point of purchase. This provided the historical context to innovative thinking and problem solving. Check out our profile of her here. Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.
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