‘Contextual marketing: 5 steps to get started’ – ‘Experian Marketing Forward’ Blog
Christine Haggerty says, “The emergence of new devices and platforms has altered the customer’s journey to conversion drastically. A customer’s path to purchase is no longer linear; instead, the path crosses over numerous platforms, creating many different touch points in its wake.
To avoid being buried in this wake, marketers need to embrace the world of contextual marketing and benefits that can come with it. But what is contextual marketing? It’s essentially the next phase of relevant messaging, taking a customer’s current situation into account to inform the final message and contact strategy”.
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