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Marketers Must Focus More on Context of their Communication

Posted June 12, 2017 by Rashmi D @ 3:42 am

They Should Personalize Messages by Learning from Consumers’ Lifestyle, Interests and Purchase Intent

Lifestyle-interest-purchase

In order to optimize personalized marketing efforts, marketers ought to consider use of context; there are three key elements here that they will need when utilizing context for marketing. Marketers know that to engage consumers they must personalize their messages for better impact, but most of the time, they fall short of ideas to design and execute their messages effectively. Identifying data patterns is not the only way to figure out ways to personalize marketing communication; rather, it’s just one of the clues that define how to get a closer look at the customer’s behavior. Therefore, it boils down to putting the context at the center of the stage and begins working on other aspects of the message.

It’s critical for a marketer to balance contextual data on consumer interests, lifestyle and purchase intent to effectively design his marketing message. A successful personalized marketing campaign has to go beyond standard advertising messages and include the key context elements such as consumer interests, lifestyle and purchase intent. When marketers begin their customer engagement campaign one key objective is to know the customer across every screen that he may use and then weigh these elements together to narrow down and personalize the communication.

Mobile being the preferred device today, most consumers have undergone a major change in the way they absorb content. The attention spans today are much shorter since most of the content is consumed on the go and marketers will find that these consumers actually do not have appetite for long running descriptive messaging; rather they like short, precise, informative and actionable content. Therefore it is in the interest of marketers to focus on bite-sized content that will allow them to magnify customer priorities and fire in personalized messages at their customers with mobile-first ads.

With more context on consumer behavior at home and at work, use of the right technology can get marketers amazing results. Today, consumers’ browsing habits at home and at work can be quite different – the same person may be looking up ecommerce sites at home and business and industry news at work. Marketers can precisely target their audience with personalized and accurate messaging when they make use of such critical data.

Filed under: Marketing Innovation

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