‘The right message to the right person at the right time.’
Digital marketing’s original promise, once so bold and full of hope, is beginning to seem quaintly outdated. Marketers are now empowered to deliver context, ie content that is finely honed by a myriad of hyper-relevant factors that take critical and previously very disparate elements and data into account. This enables new levels of relevance, for example: location, real time, conditions (eg weather, sales and promotions, inventory, etc), product or service performance, product interaction, or purchase and transaction history (see Figure 11.1).
Figure11.1 Contextual campaign – Definition
SOURCE Contextual campaigns: content, context and consumer connections in ...
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