‘How contextual marketing affects your strategy’ – ‘Experian Marketing Forward’ Blog
Spencer Kollas says, “In one of my college communication courses, the professor began every semester by writing C=f(p) on the blackboard — communication is a function of perception. This couldn’t be any truer in today’s world of digital marketing, where communication can only be effective if the customer perceives value in both the message and in the communication method.
Contextual marketing seeks to solve this problem — providing value to the customer by offering them the perfect message at the perfect time and place. Ultimately, it will provide value to the business as well. To understand how contextual marketing will help us create more mutually-beneficial marketing programs, we first need to define it. In its most basic form, contextual marketing is all about relevancy, which is the most aspect of digital marketing — something I have been preaching to clients for years. We now have the data to craft and send messages at the most valuable moment, predict behavior, and communicate to the customer in the most relevant way“.
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