Rebecca Lieb says, “Together we’ve looked at why context is digital marketing’s next frontier.

Since then, I’ve delved further into the topic, publishing research that looks at the value of marketing in the “phytigal” world we now inhabit, where things are as connected as devices are. Beacons, sensors and the Internet of Things (IoT) are moving marketing past the screen to the objects, places, and even the conditions (weather, holidays, sales) we occupy and experience in the real world.

Contextual campaigns go well beyond “the right message to the right person at the right time.”Location, for example, plays a role. Automotive dealerships are using beacons to determine which customers visit the showroom versus the service department, enabling them to connect contextually in the right way, with the right messages, based on hyper-granular location data.

All of this is super-cool, of course, but what are the actual benefits of contextual campaigns, not only to marketers but also to the organizations they work with — as well as to the consumers they interact with? My research reveals at least 18 benefits, only some of which are directly related to marketing”.

Why contextual campaigns provide value across the enterprise

Marketing Landc

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