Context Relational Content

Context Relational Content Making your website more efficient

Selling:
Relational process
Marketing:
Getting attention process
Goal: to get a relation

Relation starts with communication
To become a conversation
Can end up in a collaboration
Attention starts with communication
Hoping to get attention
from target market

Selling:
Communication: person to person
Immediate response or feedback
Verbal – tone voice – body language
Marketing:
Communication from one to many
No response, no feedback, nothing
Blind

Sales can adjust - change message
Thanks to response or feedback
Marketing can miss completely
Due to no response or feedback

Question for marketing:
How to create and send content
That:
Has context
Is relevant
for the potential buyers
As relation can only be formed by affinity to content

Relational content creates value:
For the receiver:
Any sales conversation should create value for the lead
Any marketing communication should create value for target audience
For the sender / broadcaster:
The interest obtained from the lead(s)

Problem with communications:
Reaching wrong audience
Generating interest from the wrong audience
In case of sales:
Less error will occur
In case of marketing:
Prone to error

Sales:
Limited number of channels
Controlled channels
One to one communication
Marketing:
Many channels
One to many communication

Due to Social Media marketing has become even more complex due to:
The many to many interactions
Uncontrolled spreading
Required damage control

The best communication marketing can control is the website
All marketing communications refer to the website
People find the website using search engines

The website has become your crucial node of your marketing that marketers can control.
Buyers will visit website before, during and after purchase process
Just provide the content your visitors search for

Requirements for your website:
Context relational content
Relevant content
Real-time content
Dynamic content
Based on behavioral targeting

Context relational content will
Engage your website visitors
Increase revenue by
More conversions
More page views
Build brand awareness

Still you need to MEASURE:
If content is context relational
If content is efficient increasing goals
Comparing:
Different content
Different presentations
Different timings
Measure in real-time

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Real-time
Behavioral targeting
Measurable
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Easy to implement
Simple to manage
No IT dept involvement
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Context Relational Content

by Engago Technologies Ltd. - PopupBooster on Jan 03, 2010

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Context Relational Content — Presentation Transcript