Context-Based marketing does not rely only on data collected from users - although there is plenty of it. The advantage of context-based marketing is to capture how an audience will react to factors beyond our control, such as the weather or exchange rates.
Mr. White likes crime series. It's Friday afternoon, and he's wondering whether to stay home or head out on the town.
According to forecasts, a downpour is about to start. The marketing automation system integrated with the weather app catches this right away and sends a message to Mr. White that it's better to sit on the couch and watch more episodes of the series.
That's the advantage - iPresso knows that Mr. White is fond of TV series. It uses this in a specific context, in real time. And it works.
of shoppers choose, recommend or pay more for a brand that focuses on personalized service.
of customers are more likely to buy from someone who recognizes them by name or recommends products based on previous purchases.
of Internet users are annoyed when irrelevant ads and promotions pop up on the page they are browsing.
of all revenue is generated by segmented, targeted emails.
the return on investment for marketing spending is provided by personalization.
EXAMPLE E-commerce uses purchase history and customer behavior on the site.
The Client frequently buys running accessories.
The store automatically sends him targeted emails with new models of running shoes. In addition, it personalizes the subject line and adds the Client's name.
EXAMPLE A travel agency personalizes the site based on the visitor's geolocation and browsing history. The CLient likes beach vacations.
When he goes to the www, he sees golden sands and the most attractive last-minute offers.
These can be recommendation frames, or pop-ups, for example.
EXAMPLE E-commerce uses automated emails to remind people of abandoned shopping carts.
The Client did not complete his last order.
He promptly gets a personalized message with a suggestion to complete the transaction, dressed up with an attractive, time-limited discount.
EXAMPLE A streaming provider relies on an integrated, automated approach.
It uses email, SMS and social media to promote the new season of the Client's favorite series.
He gets an email announcement, an SMS notification on the day of the season premiere, and sees a social media ad to drum up impact.