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Get to grips with ‘contextual marketing’

Get to grips with ‘contextual marketing’

Heard of ‘contextual marketing’? If not, then you need to read on.

Digital marketing optimisation tool Coremetrics 2008, is allowing companies to take advantage of ‘contextual marketing’, the ability to identify and target the most valuable customers based on both individual traits and lifetime visits and behaviour.

The new application allows businesses to more accurately target the most valuable customer sectors, based on a wide variety of criteria, beyond pure behavioural attributes. This can then be layered to develop very refined segments and campaigns

While traditional behavioural targeting is limited by just looking at a single event (e.g. if a woman abandons a red blouse, send her a promotional email for a red blouse), contextual marketing looks beyond this one event to include additional attributes as well as group and lifetime customer behaviours.

This allows marketers to identify other actions and events surrounding a sale or conversion.

It also provides the context that allows businesses to target the right set of customers, with the right products and content, at the right time, leading to improved campaign performance and higher revenue.

Research analyst at Gartner, Bill Gassman, said, “Analytics without segmentation gives a false sense of insight.

“The more you know about a customer and the composite of actions they have taken in the past, the better you can craft your marketing actions to a segment or individual.”

Using Coremetrics 2008, marketers can now segment customers based on virtually any criteria, including participation in social media activities like posting reviews or watching video content.

Exports are simplified, making it very easy to share data about these target segments with other marketing partners, such as email vendors and content management solutions, for immediate action.

These new features enable marketers to dramatically boost click-through rates and revenue

SVP product strategy at Coremetrics, John Squire, “Over the past year, Coremetrics has launched a cross-sell recommendation engine, targeted email and advanced marketing attribution.

“Contextual marketing pulls all these pieces together and provides marketers the tools and information they need to gain the competitive edge.”

He added, “The key to effectively reaching your audience, is to effortlessly deliver relevant offers and content throughout all your marketing channels.”

Contextual marketing is not just relevant in the CRM arena. Both Yahoo! and Google have been stepping up their efforts in to help advertisers to best reach target consumers.

Yahoo’s Panama geo-targeting was recently seen as a breakthough linking up prospective shoppers with retailers located nearby geographically.

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