A little personalization goes a long way in the world of marketing. Don’t believe me? According to Adobe’s Real-Time Marketing Insights study, personalized emails have over six times the transaction rate as other emails. So how can you use this fact to your benefit?
Web users leave trails of information about themselves every time they visit your website. With this information, you can find out essential demographics, including their geographic location, which device they used, and what parts of your site they viewed. And after all this information is collected, it can be utilized to lead the buyer further down the sales funnel. This is accomplished by offering personalization in something we call real time contextual marketing.
What Is Real Time Contextual Marketing?
Contextual marketing uses real time analytics to determine who you are and what you’re looking for as a means of connecting with you on a personal level. Sophisticated marketing practices mine this information by reviewing the mass of data that follows a user on every website they go. They also request this data through forms.
A basic example of contextual marketing is when you get an email from a business like Microsoft informing you of a sale on its Office software. In the subject line, they use your name. This appeals to you on a human level. The email doesn’t seem like it’s from a giant corporation because it’s addressed to you just how a friend or colleague would address and email to you.
Now after you open the email, the sales offer talks about solving a pain point at your organization and actually uses the name of your business. Automatically, you start to visualize how creating pivot tables on Excel is going to make you work way more efficiently. This works because now you’re seeing the product as the solution you need. It also shows that Microsoft understands organizations like yours and is developing tools every day to assist you. That understanding breeds trust and loyalty, which becomes advocacy.
But what if you were a student instead? Based on the information Microsoft collected, if they know you’re a student, their email automation system will send you an email that relates to the struggles of a college student.
Another example is when you’re looking for flights to a city like Boston. After you book your flight, you start seeing ads for events at the TD Garden or restaurants in the downtown area. Because of the recency effect, you remember the names of these suggested restaurants after you touch down at the airport and your stomach is growling. And now one of those restaurants gets your dollar because their algorithms knew exactly when you were going to be in Boston.
Why Is Contextual Marketing Important?
Because real time contextual marketing keeps your emails fresh! For online retailers, this is useful for retargeting customers who never finished their purchase because of an objection. Maybe they didn’t complete the check out because they thought the product was too expensive or they wanted to do more research.
Real time marketing can then become a price alert for the customer. Instead of sending out the same old “Ready to Check Out?” email, organizations using a real time marketing system can automate their systems to look up the latest price on products left in shopping carts. Retailers like Amazon and Best Buy use this practice.
Now once the price comes down to the level the customer desires, they’ll hit the submit order button in the blink of an eye! We’re transforming static marketing campaigns and making them dynamic, giving audiences a reason to engage with them every day.
How Can I Add Contextual Marketing to My Strategy?
Implementing this type of marketing is no easy task, especially since it requires a large amount of data. So the first thing you’ll want to do is make sure your event-based and segment marketing (separating your audience into specific subgroups) practices are fully optimized.
When you’re ready to implement contextual marketing to your website, we suggest using HubSpot’s Smart Content tools. These tools utilize your contacts database to make your marketing dynamic. It works like this: when someone fills out one of your forms, the Smart Content tools store information about the parts of your site they’ve looked at, their location, their work title, etc.
Now you can segment the visitor into one of your buyer personas. After you’ve developed a set of personas, a returning visitor will see targeted content on your site. Instead of a generic call-to-action, you can have the system tailored to tell the person by name to download your content offer!
Calls-to-action surrounded by Smart Content do 42% better than ones for broad content.
Through inbound marketing, you’re painting your brand’s story and personality so that your audience sees you as more than a faceless organization. You are in the right place at the right time. To really make a connection with them and take your marketing to the next level, you have to interact with your audience by treating them like people. And contextual marketing does just that.