Legacy marketing tactics that require interrupting and refocusing the consumer have been supplanted by context marketing. In the digital age, it is the context of interactions that determines how people respond to your actual product and your marketing message. Context marketing is founded on trust building while being non-intrusive in ways that engage customers on their own terms.
While terms like “digital transformation” are firmly entrenched in the zeitgeist of the marketing world, its true expression as a means of taking prospects further down the sales funnel from awareness to consideration is far more nebulous. The ability for marketers to gather and use data to create meaningful, personalized brand experiences has traditionally been at the expense of context.
For years, marketing gurus have been proclaiming that content is king. That three-word phrase returns almost 3 million results when entered into a search engine although not every site returned supports the concept. Nevertheless, it appears that marketers have ta
ken the message to heart; according to one source, enough content is produced during every 48-hour period to equal all of the content produced since the dawn of time. Wading through the sea of available content is a bit like thumbing through a 500-page novel to locate a single line that you vaguely remember but want to quote in its entirety. Most of what you are reading is so irrelevant to your current mission that you become annoyed and frustrated — much like your customers if you present them with a mountain of content that is not relevant to their current needs.