There are few technological innovations right now that hold a greater potential for truly personalized marketing than the Internet of Things (IoT). Thanks to devices like wearable fitness trackers, remote-accessible home services, and voice-activated digital assistants like Amazon's Echo, consumers are growing more comfortable with trading their personal information in exchange for convenient, on-demand access to the brand experiences they desire.
This shift in audience behavior has certainly not been lost on trend-watchers. In fact, according to new research from renowned digital market analyst Rebecca Lieb, the latest wave of hyper-connected systems and cloud-based services is opening up a whole new world of marketing opportunities through the use of contextual communication.
Contextual marketing involves the capture, collection, and correlation of multiple touch-points of customer data, which is then applied to the delivery of useful information and time-saving services that seamlessly bridge the digital and physical worlds–think smart refrigerators that keep a running inventory of the items kept inside and can trigger an automated online purchase when certain supplies are running low.
Here are two examples of how brands are already starting to take advantage of these enhanced technological capabilities:
While it's true that the potential to serve relevant, targeted marketing experiences is driving a lot of excitement and enthusiasm for IoT technology right now, this technique may not be a good fit for all brands – particularly those that are tech-phobic, highly-regulated, or particularly risk-averse. As contextual communication is still very much a developing field, we suggest that most brands would do best to adopt a test-and-learn approach to determine where these efforts can add the most value.
Here are some of our additional recommendations when it comes to leveraging contextual campaigns:
Since our beginning, the Prove team has always stressed the importance of delivering the right marketing message to the right audience at the right time. In fact, it's one of the guiding principles of our Acqretention™ process, which enables us to turn prospects into buyers at an accelerated rate and lower costs. If you are ready to add the all-important fourth dimension of context to your messaging strategy, let us be your guide to achieving greater levels of tech-enhanced marketing success.
Prove is a new kind of customer acquisition, retention, technology and analytics agency. We are redefining the way marketing works, by having a single-minded focus on results. Our approach minimizes marketing risk and maximizes short-term and long-term results through a disciplined process. Our philosophy is to leverage the power of Mass Personalization to increase ROI while reducing marketing costs.
We call it Acqretention™, the process of converting an anonymous audience that is always just a click away from the competition into Connected Prospects. In this way, we support direct response results, but we retain the engagement of prospective customers who are earlier in the buying cycle.
Our approach involves a framework that ensures marketing success we call Little Bets. We get into market quickly and generate learnings through extensive testing, then go big with the winning ideas, messages, offers, channels and technologies. We'd like to do that for you.
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