I've never posted a Marketing specific post before. I wrote this today for an essay to a prospective university and just after that I watched a mind boggling video!
Felt like sharing,
& This my friends, is the Father of Context Marketing :
WATCH!
Felt like sharing,
Describe a major trend in the marketing communications industry
that will change the way organizations communicate.
In my opinion Marketing has become ubiquitous in today’s age.
Everyone from a freelancer to the biggest of global organizations need to market
themselves. It has become an indispensible part of any product or service. Due
to this nature there is a lot of competition due to the sudden influx of
products and services, organizations, companies, advertisements, media sources
and overload of information. In the marketing communication industry new ideas
spread like wildfire and turn into ideas that everybody uses. For example the
use of advertising on Facebook started full fledgedly in 2008 and by 2013 it is
a concept that the smallest of businesses use. Nothing stays unique for long in
marketing, as the success for one company becomes an observation for another
who ends up using the same strategy.
In this time there is a severe
need to cut through the mediocrity and come out with a marketing communication
trend that is as ever changing as the subject itself. I think that trend is the trend of Context Marketing. Although content marketing has existed in the
field since a long time in the future content marketing will evolve
concentrating more on context marketing. It won’t just be about delivering
information through various medias but it will also aim to target exactly the
right context that the customer needs.
For example, a Youtube
advertisement will not be a general mundane advertisement but will concentrate
on exactly what problems its potential customer is facing and will attempt to
solve just those problems. There will be personal handwritten notes,
applications will talk to you knowing who you are! It is already visible in
breakthrough ideas. Siri, concentrates on just who you are and addresses you by
your name, answers just your questions and gives you exactly what you need.
Once in a while it also sings a song or cracks a joke for you. Instagram,
facebook they access your location. Foursquare provides you restaurant just
based on where you are. Vodafone, India’s leading telecommunications network
calls customers and comes home to receive payments just to save customers the
trouble of depositing it in a payment box just 5 minutes away from their house.
Big brands send birthday letters with fat discounts. Insurance companies send
anniversary cakes with the picture of the couple printed on it. All of this is
nothing but targeting the right context.
Context is nothing but the amalgamation of content and the
consumer. In today’s time of information overload the precision can only be
created using content in the right context marketing. Everything will become
more personal and it will build long lasting relationships, as the information
will be more focused just to the right type of consumer looking for just what
the information is providing. Communication will also become more idiosyncratic
in terms of its company. In today’s time there is a lot of overlap of
information but the use of context marketing will lead to unique information
about each product offering something very different than another. It will be
original, it will contain information, facts and figures, feelings and
perceptions and innovative ideas. There will be an influx of contextual
information, design, presentation and participation. It will also lead to the
realization of why people make certain consumer choices. Everything will lead
to context. What the consumer is doing when exposed to the information, what
thoughts he’s thinking, what is his lifestyle and what are his needs.
Intricacies of every consumer will be focused on to ensure maximum productivity
and there will be more use of real time conversation and real relationships.
It
will be the generation of human marketing.
Almost Merry Christmas!
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