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Digital Marketing is Broken - Here's How Context Can Fix it
- 1. movableink.comwww.movableink.com Digital Marketing is Broken – Here’s How Context Can Fix It.
- 2. movableink.com You might have heard about “contextual marketing” before. But what does it actually mean? And why is it so important? Thinking in Context
- 3. movableink.com Contextual Marketing 1. Enhances the customer experience instead of interrupting it 2. Provides utility 3. Increases engagement & ROI
- 4. movableink.com Today, marketers are constantly taking customers out of context by interrupting the customer’s experience with irrelevant content and ads. That’s resulted in some serious trust issues. Losing Trust
- 5. movableink.com The Definitive Guide to Contextual Marketing
- 6. movableink.com Forrester sees progressive companies building their own contextual marketing engines (CMEs) to connect with their customers not through campaigns, but through ongoing interactions. Contextual marketing needs technologies across four areas: real-time analytics, insights, marketing automation, and interactions. “ ” To fix this, you need to build a new kind of engine. - The Power of Customer Context, Forrester
- 8. movableink.com Let’s talk Uber. Uber has built a flagship model for contextual marketing. Every time you open the Uber app, you’re opting int a contextual marketing experience. Uber’s Engine
- 9. movableink.com Uber isn’t about cars. Uber is about real-time logistics, about getting customers what they need, where they need it, in the moment. Need to get to a conference? Uber a black car. Need ice cream on a hot day? Uber it to your doorstep. Uber’s Engine
- 10. movableink.com $41B valuatio n Uber = Experience. Uber’s contextual marketing engine delivers the product to customers so seamlessly that they don’t even think of that experience as marketing. That’s proof that Uber has built a company that’s a verb, product, business, and experience all in one. This model has led to a $41 billion valuation on Wall Street. Uber’s Engine
- 11. movableink.com But if you’re not Uber, how can you build a contextual marketing engine?
- 12. movableink.com An Email-First Approach Contextual Email. With the right contextual content platform, your emails can send the right messages at the right time and provide great user experiences. Great contextual emails target by customer context like device, time of day, weather, and more.
- 13. movableink.com 75% Increase in CTR Weatherized Content. During Snow Storm Juno, for example, Nickelodeon geo-targeted the areas with snow in the forecast so people in the affected regions would receive a “Snow Day” activity pack email. By changing the copy depending on a recipient’s real-time context, Nickelodeon increased click-through rates by 75%. An Email-First Approach
- 14. movableink.com For contextual email to work you need to solve these challenges: Personalization Increase response rates with Contextual Content Create hyper personalized emails at scale Use content that already exists on the web, social Ensure cross- channel consistency Automation Innovation Stand out in a crowded inbox Improve the metrics in your email scorecard Optimization Optimize based on performance in real time Test, refine, repeat
- 16. movableink.com DOWNLOAD THE EBOOK TODAY! Next Steps Want to find out how your brand can create contextual marketing experiences? Check out our eBook, “Everything You Ever Wanted to Know About Contextual Marketing” for examples, strategies, and more.
Editor's Notes
- Hi everyone, thanks for being here today for “The Definitive Guide to Contextual Marketing.” This is a webinar that’s all about customer context: why it’s important, what it is, and how brands can create marketing for it. Our speakers today are CEO Vivek Sharma, who has led Movable Ink in helping shape the contextual marketing space for email, and senior account manager Elizabeth Ray, who works with clients every day to craft contextual emails that are relevant to consumers whenever, wherever, or however they’re opened. And that’s really important, more so today than ever before. Because, nowadays, digital marketers are constantly taking customers out of context. Right now, one thing’s for sure: marketers are kind of stuck in a rut and thinking about customer context can help.
- But this is all easy to say. What does contextual marketing look like in action? The truth is, it’s already being used by brands everywhere, but it’s providing such useful experiences that people don’t even notice. The marketing has seamlessly integrated with the product. And how is it driving results for brands?
- But this is all easy to say. What does contextual marketing look like in action? The truth is, it’s already being used by brands everywhere, but it’s providing such useful experiences that people don’t even notice. The marketing has seamlessly integrated with the product. And how is it driving results for brands?
- But this is all easy to say. What does contextual marketing look like in action? The truth is, it’s already being used by brands everywhere, but it’s providing such useful experiences that people don’t even notice. The marketing has seamlessly integrated with the product. And how is it driving results for brands?
- The problem is that the mass media, mass audience approach to marketing doesn’t work anymore. Digital marketers have it especially tough. 55% of visitors spend fewer than 15 seconds on your website. That’s about enough to scroll up, scroll down, and then decide to watch YouTube videos of puppies instead. HIGHLIGHT OTHER STATS You’ve heard of Banner blindness guess what? Customers also have Email Blindness. In most cases, users view email as an interruption – not as value add. What really needs to happen is that we need to take a step back and look at the landscape today. The digital landscape is full of billboards and people have learned to drive by them without giving them a second glance. http://blog.hubspot.com/marketing/chartbeat-website-engagement-data-nj http://relevance.com/alarming-facts-cmos-should-know-about-banner-ads/
- Contextual marketing is possible by building what Forrester calls a “contextual marketing engine, something that leverages real-time analytics and insights to personalize and automate the customer experience. That ensures that customers never see irrelevant marketing messages and, more importantly, they never get taken out of context. Contextual marketing is not just another buzzword or tactic. It’s a philosophy. Building a contextual marketing engine means thinking differently about marketing, making it about customer experience and utility. If you create a true contextual marketing engine, just like content marketing, the sales will be inbound.
- But this is all easy to say. What does contextual marketing look like in action?
- Now think about Uber. Uber is not about black cars. It’s a personal, contextual marketing experience based on real time logistics. Every time you open the Uber app, you’re opting into a contextual marketing experience that allows you to see the products available – and purchase the one you need for your exact location and exact destination. You can order a car, a SUV, a helicopter, a boat… in a sense, Uber has become a verb. Need to get to a conference? Uber a black car. Need ice cream on a hot day? Uber it to your doorstep. (CLICK) Investors believe in Uber’s contextual approach – right now, the valuation for the company is hovering at around $41 billion.
- Now think about Uber. Uber is not about black cars. It’s a personal, contextual marketing experience based on real time logistics. Every time you open the Uber app, you’re opting into a contextual marketing experience that allows you to see the products available – and purchase the one you need for your exact location and exact destination. You can order a car, a SUV, a helicopter, a boat… in a sense, Uber has become a verb. Need to get to a conference? Uber a black car. Need ice cream on a hot day? Uber it to your doorstep. (CLICK) Investors believe in Uber’s contextual approach – right now, the valuation for the company is hovering at around $41 billion.
- Now think about Uber. Uber is not about black cars. It’s a personal, contextual marketing experience based on real time logistics. Every time you open the Uber app, you’re opting into a contextual marketing experience that allows you to see the products available – and purchase the one you need for your exact location and exact destination. You can order a car, a SUV, a helicopter, a boat… in a sense, Uber has become a verb. Need to get to a conference? Uber a black car. Need ice cream on a hot day? Uber it to your doorstep. (CLICK) Investors believe in Uber’s contextual approach – right now, the valuation for the company is hovering at around $41 billion.
- Now think about Uber. Uber is not about black cars. It’s a personal, contextual marketing experience based on real time logistics. Every time you open the Uber app, you’re opting into a contextual marketing experience that allows you to see the products available – and purchase the one you need for your exact location and exact destination. You can order a car, a SUV, a helicopter, a boat… in a sense, Uber has become a verb. Need to get to a conference? Uber a black car. Need ice cream on a hot day? Uber it to your doorstep. (CLICK) Investors believe in Uber’s contextual approach – right now, the valuation for the company is hovering at around $41 billion.
- With the right contextual content software, you can build contextual marketing experiences that take into account real-time events that are affecting every customer at that moment. For example, during Snow Storm Juno, Nick Jr geo-targeted an email campaign with a Snow Day activity pack, so that only areas affected by Juno would get an email that specifically talks about the Snow Day. In order to pull this off, Nickelodeon created email content specifically for the weather-affected areas and, through real-time data analytics, ensured that when people opened the email in areas where it was forecast to be snowing, the content changed to be relevant to that event. Even if a subscriber was from Florida but currently vacationing in Boston (because we all know how great the Northeast is for winter vacations, right?), the email detected the area weather in real-time and sent the snow day email. (CLICK) While Nick also sent similar activity packs to areas that weren’t affected by the storm, creating the contextual message of the snow day around the content drove 75% higher click-throughs. This little change in context had huge results.
- With the right contextual content software, you can build contextual marketing experiences that take into account real-time events that are affecting every customer at that moment. For example, during Snow Storm Juno, Nick Jr geo-targeted an email campaign with a Snow Day activity pack, so that only areas affected by Juno would get an email that specifically talks about the Snow Day. In order to pull this off, Nickelodeon created email content specifically for the weather-affected areas and, through real-time data analytics, ensured that when people opened the email in areas where it was forecast to be snowing, the content changed to be relevant to that event. Even if a subscriber was from Florida but currently vacationing in Boston (because we all know how great the Northeast is for winter vacations, right?), the email detected the area weather in real-time and sent the snow day email. (CLICK) While Nick also sent similar activity packs to areas that weren’t affected by the storm, creating the contextual message of the snow day around the content drove 75% higher click-throughs. This little change in context had huge results.
- Given that contextual marketing engine needs to include all these different factors (device, channel, time, location, content, data ), how do you build a contextual marketing engine with contextually relevant content? First, you need to build an email that overcomes the key marketing channels: personalization, automation, optimization, and innovation. Right now, email messages are mostly static. The content is the same whether a user opens the day of send or two weeks after send. But, with the right elements in place, email can become a contextual marketing engine. Now, let’s dive into how our client, 7 For All Mankind built a contextual marketing engine with email. As you’ll see, these challenges are also big opportunities for brands to create more meaningful, contextual content – and increase conversion at the same time.
- The key to Context is not based on past behavior. Context lies in the Moment. You have to gather, analyze, and act on data – IN REAL TIME. You don’t have time to predict, you have to REACT. All of this sounds great but the reality is that marketing departments are understaffed and under-resourced. Your company is siloed and you have to convince IT to support your Marketing objectives. In short, it seems impossible. But It’s Not. You can build contextual marketing campaigns using email. And you can do it quickly and affordably without complex integrations. Your team can spend less time in code, and more time being creative. The first step is to overcome four key marketing challenges.
- With the right contextual content software, you can build contextual marketing experiences that take into account real-time events that are affecting every customer at that moment. For example, during Snow Storm Juno, Nick Jr geo-targeted an email campaign with a Snow Day activity pack, so that only areas affected by Juno would get an email that specifically talks about the Snow Day. In order to pull this off, Nickelodeon created email content specifically for the weather-affected areas and, through real-time data analytics, ensured that when people opened the email in areas where it was forecast to be snowing, the content changed to be relevant to that event. Even if a subscriber was from Florida but currently vacationing in Boston (because we all know how great the Northeast is for winter vacations, right?), the email detected the area weather in real-time and sent the snow day email. (CLICK) While Nick also sent similar activity packs to areas that weren’t affected by the storm, creating the contextual message of the snow day around the content drove 75% higher click-throughs. This little change in context had huge results.