The slide discusses the short comings in content marketing and discusses why we should be ready for context marketing in the future.

3. YOURCONTENTIS BEINGIGNORED
• CONTEXT MARKETING-THEARTANDSCIENCEOF DELIVERINGTHERIGHTCONTENTTO THE RIGHT
CUSTOMERATTHE RIGHTMOMENT.
• AN AVERAGEOF 5000 ADMESSAGESREACHCUSTOMERS
• MARKETINGMUSTBECOMESHARPER,MOREFOCUSEDANDBETTERTIMED TO ENGAGEANDINFLUENCE
TODAY’SCONSUMERS

4. THE NUMBERS GAME
69%
• of consumers
are unfollowing
brandson social
channel
58%
• of consumers
are opting out of
the majority of
email
communications
55%
• of consumers
are deleting
appsbecauseof
push
notifications
69%
• of consumers
are closing
accounts and
subscriptions
becausethey
don’t like the
communications
they’re receiving

5. HOW CONTEXTMAKESCONTENT
MARKETINGWORKBETTER
The Rightprospect
• Marketersshould
knowthe people
to whom they’re
talking, including
their needs,
lifestylesand
motivations
The RightTime
• With context
marketing,you
canhome in on
consumersatthe
verymoments
theywill likely be
mostinterested
in your messages
The RightContent
• You’llwant to do a
deeperdiveto
ensureyour
contentis truly
speakingto your
buyer personas,
including the
nuancesof their
desires,
emotionsand
taste buds

6. 6 WAYS TO MAKE A CONTEXTMARKETING
MINDSETSHIFT
Context
marketing
Instead of
Campaigns,
Think
Interactions
Instead of
Messages,
Share Utility
Instead of
Targeting,
Engage
Seek
Customer
Moments
Instead of
Txns, Look
for Value
exchange
Use
Customer
Recognition

7. LEVERAGINGTHE POWEROF CONTEXT
MARKETING
1. BUYERPERSONAS
CONTEXT MARKETING REQUIRES THAT YOU DIG DEEPER INTO YOUR BUYER PERSONAS THAN YOU HAVE BEFORE.
RATHER THAN JUST DEMOGRAPHIC AND LOCATION DATA, CONTEXTUALIZED PERSONAS NEED TO FEATURETHE
CHARACTERISTICS, ATTRIBUTES AND INTERESTSOF YOUR TARGET CUSTOMERS, ASWELL.
YOUR PERSONAS SHOULD UNCOVER THE TRUE EMOTIONS THAT DRIVE THEIR NEEDS, SPARK THEIR INTERESTS
AND INFLUENCE THEIR DECISIONS.

8. 2. BUYERJOURNEYS
TODAY’S CONSUMERS ARE ACTIVE BUYERS, PARTICIPATING IN THE SHOPPING PROCESS.
THEY EXPECT BRANDS TO PROVIDE THE INFORMATION THEY NEED AT THE MOST RELEVANT TIMES IN THEIR
JOURNEY.
USE THE BUYER’S JOURNEY FRAMEWORK TO DEVELOP THE TOUCH POINTSWHERE YOUR AUDIENCE ENGAGES
WITH YOUR BRAND.
THESE TOUCH POINTSSHOULD INFLUENCE YOUR MEDIA CHANNELS, YOUR CONTENT, YOUR TACTICS AND YOUR
DESIGN.

9. 3. CONTEXTUALDATA
ONCE YOU KNOW YOUR PERSONAS AND JOURNEYS, YOU CAN USE NEW INCOMING DATA TO FIND
OPPORTUNITIES TO INFLUENCE HOW CONSUMERS ENGAGE WITHYOUR BRAND ACROSS THEIR JOURNEYS.
FROM THE SEO KEYWORDS YOU CHOOSE TO GEO-LOCATION TARGETING, USE THE DATA TO MAKE INFORMED
DECISIONS ACROSS YOUR SITE.

10. THANK YOU…