Since customers are laser-focused on what they want and won’t waste any time getting it, how does your brand attract and retain their attention? With Context Marketing, delivered via a multi-channel marketing automation strategy using the Sitecore CMS.
According to data from Chartbeat, more than 55 percent of page views get less than 15 seconds of attention. Today’s consumers seek instant gratification, and websites are challenged to satisfy consumer needs. Without an engaging site to keep your audience satisfied, your consumers will look elsewhere.
Context means delivering the right message, to the right audience. To get the right message, we need to understand the consumer, and to understand the consumer, we need to understand how they interact with your brand. We deliver these messages through various touch points, personalised to suit each individual and create more meaningful experiences. And of course, to drive greater sales and customer loyalty. Just as they crave instant gratification, consumers also crave relationships with the brands they support.
The Customer 2020: Are You Future-Ready or Reliving the Past? report by Accenture found 88 percent of consumers browse at least one online channel when looking to purchase goods, and 40 percent of those want more digital interactions than what they’re experiencing. By interacting with customers and analysing consumer data, you can put context marketing to work for your brand.
Essential Elements of Context Marketing
To be successful, you need to know how customers and prospects interact with your brand across all channels and touch points. Context marketing delivers an the ideal user experience based on the following factors:
- Historical context
Would you want to promote the same product to a customer who has already purchased it?
- Visit context
How do you target a visitor who just enquired about a service?
- Channel context
Can you promote your social channels to those who came from social media?
Gleaning insights into each of these factors depends on accurate data capture. Brands who want to focus on context marketing need to know elements such as:
- Why customers are abandoning certain pages
- What prominent actions are taken at each touchpoint
- What keywords are driving visits to a website
- What kind of messaging resonates with what customer profiles
- What products are more likely to be purchased in which locations
How customers interact with the brand
While some of this data is available through website analytics tracking, there’s also powerful data to be gleaned through customer feedback and dark social. Real testimonials posted on ratings and reviews boards or social media contain valuable information about how your customers relate to your products, while dark social sharing through channels such as text messaging and forums also give insight to customer interaction with your brand.
Customer mapping can also help your company form a basis of a better understanding of who you’re targeting. Think about what customers are motivated by, what their values are, what they love and what they hate. Use personal insights such as these to make messaging and interactions more genuine.
Whether it’s offering a highly relevant offer after a certain action has been taken, or by presenting specific messaging right before a customer is about to leave your site to entice them to stay, context marketing makes customers feel special, like your brand cares about them, and gives them a reason to stay interested.
What’s Needed for Successful Context Marketing
Using tools to gather contextual intelligence allows your business to learn about customer, so you ensure the optimal content and messages are delivered to each individual visitor. With Sitecore, context marketing is at your site manager’s and marketer’s fingertips. Each individual visit is recorded and profiled with a plethora of marketing tools and features available to ensure you have all the data you need to successfully target each visitor.
- Profile your audience with the Experience Database and XProfile
Profiling visitor data is a complex process. If it is not done right, the data can be unusable. Sitecore’s profiling is built into the platform, meaning the moment the site is running, Sitecore will record every touch point, page or piece of content a visitor consumes.
- Segment data
With the data collected, it is then in the marketer’s hands to segment the data. Sitecore’s List Manager providers marketers with the ability to segment their audience by any particular feature, right down to whether they filled out a form or not. From here, the marketer can easily send email campaigns to their audience with Sitecore’s Email Campaign Manager.
- Behaviour data
On top of Sitecore’s Experience Profile capturing all visitor data, Sitecore provides your marketers with the ability to define any number of client personas to tag and profile content across your site. Create and apply goals and outcomes to the various touchpoint actions of your site, such as filling out a form, watching a video or downloading a document. Or, build customizable engagement plans to nurture your visitors’ experience while targeting and triggering additional events, such as updating your CRM, or notifying an employee of the visitor.
- Campaign data
In Sitecore, your marketers can create any number of campaigns for both online and offline events. Like with all things in Sitecore, campaigns come packaged with the CMS out of the box, to ensure your site can make use of these features immediately.
- Federated data
While Sitecore includes these tools within the CMS, it is also important to capture and reuse this data across your brand domain. Sitecore’s Federated Experience Manager (FXM) can be used to manage non-Sitecore sites allowing visitor tracking back into your Sitecore solution, regardless of whether the site is managed within Sitecore or not. Furthermore, users can publish content to the non-Sitecore site from within Sitecore.
Real-time data needs to be able to be used across all web and mobile channels, so that the same automated action that’s dictated on a desktop device also happens seamlessly on mobile.
Devise innovative ways to capture data wherever you can, and inject personalisation into each marketing and web product. Require the filling out of quick but insightful questionnaires before a web visitor can download your e-book. Use technology to make landing pages adjust based on the visitor. Send free offers on customers’ birthdays. As you make your digital efforts more personalised across devices, taking advantage of data capture exponentially increases its effectiveness.