Context Marketing. Why getting it right is so hard!

Falling down the stairs

“You must be Kate, the girlfriend, I’ve heard so much about”. Argh. Retreat. FAIL. EPIC FAIL. “No, this is Lauren”. We have all done it: Said the wrong thing at the right moment or the right thing at the wrong moment, depending on how you look at it. And we all try really hard not to do it. It is just so embarrassing and it makes you look bad.

However, when it comes to digital, we do it all the time. We send out wrong messages all the time because we are not getting the context right.

Getting it wrong

Let me give you a small example. A while back, I bought a PlayStation 4 for my kids and in the process I googled information and looked up prices and availability. I finally decided to buy the PlayStation online from supplier X. The week after, I received a newsletter from supplier X with an offer for a new PlayStation 4. In a way, it was the right message, but the timing was completely wrong as I had already bought the thing. However, what would have been great to receive in my mailbox were recommendations of great PS4 games for my kids and maybe a great offer on extra PS4 gear. That would have been highly relevant and valuable information. Anyway, that did not happen, so even though the newsletter was in the ballpark. It was not hitting my seat. Miiiisss.

Getting it right

What would it take for supplier X to get it right?

Firstly, the sales system registering my PlayStation 4 purchase should have been real time aligned with the newsletter content production. A cleverly designed engagement flow should then have been trickered by my PlayStation 4 purchase. Okay, so she bought the PlayStation, now she will be open for buying games and extra gear. Getting this information would have made me a happier customer.

However doing that is not as easy as it might sound.

Integrating systems, like the shop sales system and the online sales system with the e-mail system,  is not easy and it can be costly. Not to mention, that these systems need to be decent to begin with and not some old c… (sorry)

Also you need someone to create the engagement flow and make great and relevant content. That is not easy either. It requires strategy and resources to nail it.

In addition, the management of a company might not even see the sense in doing it, because no one made a decent business case explaining why it makes economic sense.

Conference in Copenhagen about Context Marketing. Read more


Do you have a plan?

Okay, so it is not easy getting it right. But that is not the same as saying you should not do it.

If you deliver the right message at the right time you will get higher conversion rates and strengthen your brand at the same time. By getting the context right, you will be seen as a real helper not as someone who is making noise. Who would you prefer to buy from?

So what is your plan? What can you do to get the context right? Maybe you should start with that business case….

Want to learn more about Context Marketing?

In the Copenhagen area? Want to learn more about Context Marketing. I am going to this. Join me,

DMS

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10 events du ikke må gå glip af i 2014

The word Events on a cork notice board

Interesserer du dig for digitale trends, Social Media, UX, eller Ecommerce, så har vi samlet en liste over de vigtigste arrangementer i 2014. Nogle af dem har fundet sted, men lad dem fungere som en reminder til næste år.

  • Børsen IT Value 14-15. maj. (Bella Centeret, København)
    • Et must visit for Danmarks CXO’er. Indlæg fra fremtrædende nationale og internationale erhvervsfolk.
    • To koncentrerede dage med 40 konferencesessioner, 10 forskellige fokusområder. 4 keynotesessions, workshops og mulighed for at udvide dit netværk.
    • Fokusområder såsom: strategi, innovation, informationsteknologi, digital marketing, fremtidens trends og mange andre.
    • http://itvalue.borsen.dk/ 
    • Bonusinfo: Du kan få 50% rabat på billetten hvis du hopper forbi Sitecore Danmark’s Facebookside.
  • Marketing Camp 27. maj (IT-universitetet, København)
  • Markedsføringsdagen 12. juni (DGI-byen, København)
    • De tre mest toneangivende retninger inden for, markedsføring, kommunikation og reklame.
    • 13 talere, 9 spor.
    • Keywords: Content, Big data, Purpose.
    • bit.ly/1dpiEFY
  • E-handelskonferencen  9. oktober  (København SV)
    • Årets vigtigste konference for alle e-handelsvirksomheder i Danmark. Du vil blive opdateret på de vigtigste trends i e-handelsbranchen.
    • http://bit.ly/1dcXq3H

Tidligere events

  • Social media week CPH 17-21. februar (København)
    • En hel uges gratis events. Få et dybdegående indblik i hvordan Social Media har indflydelse på vores liv. Politik, Social business eller noget helt tredje. Der er noget for alle i løbet af ugen.
    • http://socialmediaweek.org/copenhagen/
  • SXSW Interactive 7-11. marts (Boston)
    • Et stort sammensurium af cutting-edge digitale teknologier og digital kreativitet.
    • 5 dage med indspark fra de skarpeste hoveder inden for ny teknologi.
    • Diverse netværksarrangementer og et langt lineup med fremvisninger af nye hjemmesider, videospil og startup ideer.
    • http://sxsw.com/interactive
  • Communityconference 3. april (Mogens Dahl Koncertsal, København)
    • How to make business social, successfully.
    • En lang række indflydelsesrige brands holder oplæg. Ben & Jerry’s, The Huffington Post, LEGO, Shapeways, Spotify, Novozymes, Danske Bank og mange andre.
    • http://communityconference.dk
  • Sitecore digital trendspot 10. April  (Islington, London, UK)
    • Vær med når verdens mest indflydelsesrige og førende hoveder deler deres indsigt. Hvordan får du skabt værdifulde oplevelser for dine kunder, på tværs af alle kanaler?
    • Det handler om at skabe langvarige forbindelser og kunderelationer.
    • Cases fra “vinderne” af online marketing. Innovative virksomheder der afmystificerer customer engagement.
    • http://bit.ly/1lmSTM2
  • Internetweek 28. april – 2. maj (Aarhus)
    • Fejrer den succes og indflydelse internettet har på innovation, business og hverdagslivet.
    • Crowdsourcing: Virksomheder, netværk, organisationer og individuelle folk. Alle hoster events.
    • http://internetweekdenmark.com/
  • UXCampCPH 25-26. april (IT-Universitetet, København)
    • UX konference. Der kommer taler, workshops samt få keynote speakers. Kom og vær en del af et inspirerende UX-community.
    • http://uxcampcph.org/

Er der events. som du synes mangler på listen? Så skal du være velkommen til at byde ind. Vi holder listen opdateret løbende.

Kriterier for optagelse er dog, at eventet skal appellere relativt bredt og ikke koste en formue at deltage i.

Pentia holder selv gratis morgenmøder 10 gange om året. (København og Aarhus)
Det næste morgenmøde om Responsive Web Design d. 20. maj er desværre allerede fuldt booket. Men hvis du følger os på Twitter eller LinkedIn, får du løbende opdateringer mht. de kommende morgenmøder.

Viden skal deles.

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