You've heard of the 'six degrees of separation' (Keven Bacon), but we've got a brand new theory for you. If you're interested in the concept of contextualization but unsure what it is, here are six out of context situations that will help to explain it.
Quick recap: What is contextualization?
Contextualization is the key towards delivering powerful, personalized marketing messages. The type of engagements that reach the right customer, in the right place and at the right time. It's about building relationships and remaining 'contextual' across multiple channels and touch points, so wherever and however your customer chooses to engage with your brand - web, in-store, app or mobile - they are receiving useful and targeted information that is pertinent to them.
Why is contextualization important?
Multi-channel marketing is more than just using multiple means to reach a customer. It’s about understanding how your customer interacts with your brand across your different channels and delivering a consistent, contextual and therefore personalized shopping experiences.
This does present a challenge. But many retailers are already getting to grips with the concept of contextualization. For those who want to promote a seamless customer experience – which is what consumers expect and demand – it’s important to fulfil these multi-channel experiences.
Taking your customer's data further
What can you, as the marketer or retailer, do to understand your customer’s context? Chances are that you’ll have a whole host of customer data at your fingertips. That’s a very good starting point. The next thing to do is figure out whether it’s the right kind of data and whether it helps you understand the “why” behind every customer interaction.
The six degrees (out) of contextualization:
Meet Rebecca. She lives in London, is 26, UK size 10, likes the color blue, enjoys eating out and buying gifts.
Oops - Rebecca's already purchased your hat. Does she want another one? Chances are, not likely.
The kids aren't alright - especially in this situation.
Out of sight, out of mind...
Everywhere you go, always take the weather with you.
This is just too awkward to comment on.
Rebecca doesn't wear men's clothes...not even on the weekends.
Interested in learning more? Join our contextualization webinar!
SmartFocus and guest speaker, Rusty Warner, from Forrester Research Inc. are presenting a special Contextualization Webinar! Book your place now: http://www.smartfocus.com/webinars/contextualization
