Meaningful experiences through context marketing are the new king of business success. We're showing you how to give yourself the crown.
Execute context marketing right
For brands to get this right, they need to develop a solid content strategy and consider their processes to deliver this to ensure the right results. Considering the organisational challenges of having data sitting in siloed channels, you will need to act on the customer data you receive quickly and efficiently.
In a study by Accenture, the respondents cited that these top three elements would make them more successful in terms of content marketing:
- Better integration of technology, tools and processes.
- Better technology and platforms.
- More coordination across departments.
Although all of the above are important, the first two are especially so for context marketing.
1. Get all of your customer insights through big data
Having access to big data where you can oversee all of your customer interactions every day, provides your single-point customer view, giving you what is sometimes referred to as contextual intelligence. Hereby you can tailor your interactions with your customers and also get the deep insights you need into how customer experience, revenue and customer lifecycle are all tied together.
Related content: 4 steps to quality control your customer data
2. Manage content intuitively
Have the systems in place to manage all of your content automatically and intuitively, so you can provide your customers relevant, contextual content. Marketers also need a content management platform to be able to seamlessly market relevant content to their leads and customers.
Related content: Best practice inbound marketing content strategy in 5 steps
3. Automate your customer experience over time
Thirdly, an automation system to be able to manage the customer experience across different channels and over time is vital. This system also needs to be able to provide insights based on context, to be able to make the right decisions in an automated fashion.
Measuring the effectiveness of digital content in line with the overall content strategy, makes marketers today more adept at winning the content game. To be successful, it’s really about delivering content that creates excellent customer experiences, drives business revenue, keeping the brand top of mind for customers.
Related content: The beauty of customer experience automation—go digital or go home
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1. Accenture Digital, 2015