The increased availability of real-time data and innovative approaches for harnessing it are enabling email marketers to engage in more contextually relevant messaging than ever before. The winners in this new context-driven world of digital marketing will be the brands who are able to execute messaging relevant to their customers’ current contexts at the moment of engagement. Katrina Conn, StrongView's Vice President of Marketing Services, takes a deep dive into how contextual messaging is taking personalization to the next level by going beyond profile and purchase data to include real-time contextual information like location, weather, device type and other external inputs. Plus, see these strategies in action with examples from brands successfully integrating contextual marketing into their email programs. This webinar took place on 12/11/2014. A full audio/visual recording of the event can be found at: http://www.strongview.com/resources/webinars/contextual-messaging-in-action

1. StrongView: Proprietary and Confidential
Katrina Conn
VP, Marketing Services

2. Contextual Messaging in Action
What is Context
The Opportunities
Data to drive context
Context in Action

3. StrongView: Proprietary and Confidential
Consumers
Experience
Engagement
Media
Content
Telemetry
Technology
Enterprise
Consumer

4. CONSUMER CONTEXT Physical Behavioral Emotional Social Cultural

6. What Is Context?
Your disposition
to take some action
given your situation

7. StrongView: Proprietary and Confidential
Context Emerges within the Message
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Demographics Desktop
Laptop Console
Prompt
Research
Purchase
Redeem
Review
Support
Activities
Delays Sports
Traffic Trends
Demographics Products Transactions Frequencies Propensities
Prompt
Research
Purchase
Redeem
Review
Share
Home
Commute
Shop
Work
Learn
Support
POS Desktop
Phone
Laptop Tablet
Console
Weather Stocks
Activities
Devices
Locations
Environment
StrongView’s Vision A Platform for Contextual Messaging

8. Active Traveler Challenges
Cancelled flights, delay, missed connections Unexpected Weather – Snow, Thunderstorms Forgot a coat or sunglasses Forgot to pack something important Lost your phone? Forgot a belt Broken suitcase No umbrella Where to eat? Where to stay? Transportation? Entertainment? Closest Pharmacy? Department Store?
Context Creates Opportunity
Utility
Convenience
Loyalty

9. The Active Traveler – Route Map

10. Late Night Dinner Options in the Area?
Dessert
Dinner

11. Late Night Arrival – What would be helpful?

12. The Active Traveler – Route Map

13. Contextual Profiling Opportunity

14. Contextual Opportunity – On the Move

15. Contextual Profiling – Traveling?

16. Contextual Message – Retail

17. The Active Traveler – Route Map

18. Consumer Services Contextual Opportunity

19. Open Time Personalization - San Francisco

20. Open Time Personalization - New York

21. The Data Value

22. What Data are Consumers willing to share?

23. Contextual Learning
Proprietary and

24. Contextual Learning
Proprietary and Confidential | 24

25. StrongView: Proprietary and Confidential
COINVENIENCE
LOYALTY
UTILITY

26. Context In Action
Location, Weather, Timing, Social

27. Geo-Location Weather, Information & Attractions
Include contextual content by displaying local weather and attractions information in your email campaigns. This approach takes your data and matches it to display the weather and current attractions for a specific time in the relevant city. Displaying personalized localized content, especially in the travel vertical, has shown to increase engagement and Utility.
Local Information

28. Local Weather

29. Limited Time
Adding a countdown timer to any campaign provides a moving element, which captures viewer’s attention. This increased attention will lead to a heightened sense of an offer. It encourages customers to complete an action in a timely fashion. It is best used for any type of time sensitive offers including, flash sales, or sale of concert tickets.
Urgency
TIME LEFT TO CHECK IN

30. Limited Inventory
For only one day only, reward nights at select hotel in Las Vegas were discounted at 50% off. The countdown clock displayed the limited time offer for this very rare sale to promote urgency.
Urgency

31. Invite Customer Content
An example of allowing users to share images via the IHG App.

32. What to do and Where
An example of using UGC in reservation campaigns.
Customer Suggestions

34. Today’s Take Aways
Context Creates Opportunities
Data is the pathway to Contextual Messaging
Utility & Convenience Drive Loyalty

35. How are you Creating Contextual Utility, Convenience & Loyalty for your customers ?

36. Questions?
@strongview
facebook.com/strongview
strongview.com
Katrina M. Conn
VP, Marketing Services
(650) 421-4238 – direct
kconn@strongview.com