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Digital Marketing is Broken – Here’s How

Context Can Fix It.

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You might have heard about “contextual

marketing” before.

But what does it actually mean? And why

is it so important?

Thinking in Context

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Contextual Marketing

1. Enhances the customer experience

instead of interrupting it

2. Provides utility

3. Increases engagement & ROI

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Today, marketers are constantly taking

customers out of context by interrupting

the customer’s experience with irrelevant

content and ads.

That’s resulted in some serious trust

issues.

Losing Trust

movableink.comThe Definitive Guide to Contextual Marketing

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Forrester sees progressive companies building their own

contextual marketing engines (CMEs) to connect with their

customers not through campaigns, but through ongoing

interactions.

Contextual marketing needs technologies across four

areas: real-time analytics, insights, marketing automation,

and interactions.

“

”

To fix this, you need to build a new kind of engine.

- The Power of Customer Context, Forrester

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But what does

contextual

marketing

actually look like?

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Let’s talk Uber.

Uber has built a flagship model for contextual

marketing.

Every time you open the Uber app, you’re opting into

a contextual marketing experience.

Uber’s Engine

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Uber isn’t about cars.

Uber is about real-time logistics, about getting

customers what they need, where they need it,

in the moment.

Need to get to a conference? Uber a black car.

Need ice cream on a hot day? Uber it to your

doorstep.

Uber’s Engine

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$41Bvaluatio

n

Uber = Experience.

Uber’s contextual marketing engine delivers the

product to customers so seamlessly that they

don’t even think of that experience as marketing.

That’s proof that Uber has built a company that’s a

verb, product, business, and experience all in one.

This model has led to a $41 billion valuation on

Wall Street.

Uber’s Engine

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But if you’re not

Uber, how can you

build a contextual

marketing engine?

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An Email-First Approach

Contextual Email.

With the right contextual content platform, your

emails can send the right messages at the right

time and provide great user experiences.

Great contextual emails target by customer

context like device, time of day, weather, and

more.

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75%Increase

in CTR

Weatherized Content.

During Snow Storm Juno, for example,

Nickelodeon geo-targeted the areas with snow in

the forecast so people in the affected regions

would receive a “Snow Day” activity pack email.

By changing the copy depending on a recipient’s

real-time context, Nickelodeon increased

click-through rates by 75%.

An Email-First Approach

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For contextual email to work you need

to solve these challenges:

Personalization

Increase

response rates

with Contextual

Content

Create hyper

personalized

emails at scale

Use content that

already exists on

the web, social

Ensure cross-

channel

consistency

Automation Innovation

Stand out in a

crowded inbox

Improve the

metrics in your

email scorecard

Optimization

Optimize based

on performance

in real time

Test, refine,

repeat

movableink.comIt’s not.

Sound complicated?

Expensive?

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DOWNLOAD THE EBOOK

TODAY!

Next Steps

Want to find out how your brand

can create contextual

marketing experiences?

Check out our eBook,

“Everything You Ever Wanted to

Know About Contextual

Marketing” for examples,

strategies, and more.