Contextual marketing is being touted as the next “big thing” in marketing, promising to address challenges raised in the above example, but it’s not particularly well defined by the majority of the people using the term. This eBook is the first in a series of reports we will author on the topic, and sets out Selligent’s perspective on customer context. To us, it’s not a marketing buzzword. We believe that a contextual understanding of consumers, and the ability to engage continuously with them on their terms, enables companies to deliver on the promise of customer-centricity. When executed effectively, context opens new opportunities for companies – enabling them to deliver value to their customers in new ways and to build stronger relationships.
