Today, digital marketing is broken. Just think of the last time you actually clicked on a banner ad. Or how many email campaigns you actually opened and clicked, as opposed to glanced at and deleted.
Forrester research shows that the picture is pretty bleak. Among customers today:
87% of don’t trust ads on websites
82% don’t trust social media posts
80% don’t trust emails from companies
70% don’t trust sponsored search engine results
68% don’t trust information on brand websites
According to Forrester, that means forgoing traditional marketing campaigns in favor of building a “contextual marketing engine” that provides ongoing, relevant interactions with customers wherever they are during the purchasing process.
Contextual marketing isn’t a buzzword – it’s a whole different way of marketing.
Interested in learning more? Register for “The Definitive Guide to Contextual Marketing
Contextual marketing turns the traditional digital marketing model on its head. Rather than placing ads and sending out messages that interrupt the customer’s experience, marketers need to focus on creating relevant content in the right channel at the right time.
This can be as simple as a tweet. Remember Oreo’s tweet from the 2013 Super Bowl? Right content, right channel, right time. Customers were already thinking about the Super Bowl and Oreo created engaging content that allowed the brand to enter the conversation.
Contextual marketing combines content, data, devices, time, location, and channel to build a useful and enjoyable customer experience.
From Amazon’s contextual web experience to Netflix’s personalized video recommendations and Uber’s contextual, real-time logistics service, the biggest brands today have already built contextual marketing engines that provide utility to customers and enhance their experience.
Want to learn how other brands are using context and how you can build your own contextual marketing engine? Check out our recorded webinar, “The Definitive Guide to Contextual Marketing,” hosted by Movable Ink CEO Vivek Sharma and Senior Account Manager Elizabeth Ray.