‘Contextual Marketing vs. Personalization’ – StrongView Blog
Jason Klein says, “Contextual marketing has quickly become a buzz word in digital marketing, but the industry has lacked a detailed explanation of what it means and how it can be applied to new and existing programs. Worse, the term “contextual marketing” is often being used to refer to basic personalization.
While it is true that knowing who you’re marketing to, what they like and what they’ve bought in the past provides some context, it is a very limited view and gives no insight into their current situation. Are they travelling? Snowed in? Did they just get married? Did they change jobs? All of this situational information can change at a moment’s notice – and is invaluable in knowing how to best engage a custom at any given time. And that’s just one side of the equation“.
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