Tagged 'contextual marketing'

From Interaction to Engagement: Why it’s a Must Move for Marketers

Posted by Glenn Pingul on March 28th, 2014 at 12:40 pm

What’s the difference between an interaction and an engagement? What does it take to move to continuous customer engagement? And most importantly, does the payoff justify the required level of effort?
Online dating seems to be all the rage these days – even earning its own show on Bravo (or so my wife tells me). And while we’ve all seen the eHarmony commercials touting success, it’s still hard not to question the practicality of this approach. You select a few attributes that describe you, receive a recommendation based on someone having a few of your few attributes, and voila – it’s time for your first date! But what’s the chance of turning that first date – which is solely based on a narrow set of attributes and perhaps some assumptions – into a second date and eventually, a long-term relationship?
Luckily for me, I’m a happily married man of nineteen years so I haven’t had to dabble in the online dating scene. Yes, the days of traditional dating required some ‘strategic planning’, but the chance of finding your perfect match was far greater than today’s age of ‘stranger dating’. Engaging in discussion, learning likes and dislikes, observing... Read more

What Marketers Can Take Away from Fireworks: Context and Content Matter

Posted by Glenn Pingul on July 3rd, 2013 at 11:00 am

As everyone packs their coolers, prepares their festive feast and heads off to 4th of July celebrations, there are a few lessons that marketers can take away from the long-standing tradition of fireworks.
Beauty is in the eye of the beholder
Roman candles, rockets, fountains, and cakes – everyone has a favorite. For some, the ones with the loudest boom will always be their favorite. For others, it’s the ones with the brightest colors.
We all have different ideas about what is beautiful, and when it comes to marketing; we all have different ideas about what is valuable. Consumers’ needs are different. What appeals to one customer may not appeal to another. And what a customer finds valuable could completely change over time. Marketers must recognize the needs and preferences of customers on an individual basis in order to deliver valuable, personalized experiences that leave consumers longing for more.
Timing is everything
Years ago, I attended a large 4th of July celebration which promised a phenomenal fireworks display. Unfortunately, something went terribly wrong and with the lighting of the initial sequence, the whole display was launched. With so many booms and bangs and a cloud of smoke, it was nearly impossible to see any... Read more

Debunking the Myths of Mobile Marketing: Leveraging Results

Posted by Glenn Pingul on May 30th, 2013 at 5:07 pm

Now that we’ve debunked the myths of targeting the right customers, delivering personalized offers, acting in context and creating valuable offers, there’s just one more to dispel…leveraging the results. More often than not, marketers initiate a campaign and then following its completion analyze the results, but the real value lies in between these two steps. In the world of mobile, you no longer have to ‘accept’ the end results – you can continually impact them along the way.
THE MYTH: Results and lessons learned drive future campaigns
Have you ever been fishing and used the same rod and reel, the same lure, and casted to the same spot only to catch a few inedible fish? At the end of the day when you’re counting your less than impressive catch, do you make mental notes of what you should try the next time?
Sounds like an ineffective way of upping your results but this same method continues to be utilized by marketers. Decide what to measure, launch the campaign, gather results, interpret results, and apply to the next campaign…sound familiar?
Although with traditional channels the waiting game was a necessary evil, with mobile marketing the waiting period from execution to... Read more

Debunking the Myths of Mobile Marketing: Creating Valuable Offers

Posted by Glenn Pingul on April 29th, 2013 at 7:31 pm

Understanding ‘who’ to target and ‘when’ to engage with them (see my previous posts) becomes a moot point unless you’re able to determine ‘how’ to communicate with customers in a way that will drive a positive response.  This is where a lot of mobile marketers water down the idea of ‘personalization’ – cycling through preconceived offers versus really determining what’s best for a specific customer.
THE MYTH: Higher value offers drive better results.
“If I offer you more for less, you’ll accept and become a devoted customer.”
It’s an easy assumption to make, regardless of what product or service you’re marketing.  But consumers have figured out the ins and outs of dangling carrots, and marketers are realizing that long-term success requires more than offering ‘the most’ or ‘the greatest’.
Offers based on value alone tend to fall into a few categories:
“Too good to be true”: We’ve all had the pleasure of answering that dreaded phone call – the one that inevitably comes right at dinner time with someone offering us a free trip to an exotic resort. Most hang up the phone before the offer is fully revealed, but for those who choose to wait it out, that ‘too good to be true’... Read more

Debunking the Myths of Mobile Marketing: Acting in Context

Posted by Glenn Pingul on March 26th, 2013 at 9:13 pm

Delivering personalized offers based on an individual’s behaviors (see my previous posts) is only valuable if you can determine the best time to engage.  It can be challenging for marketers to pinpoint given the ever-changing contexts of mobile users but those who can up their game are rewarded with better results – and happier customers.
THE MYTH: Event-based marketing is all about context.
Think of the kid who gets into a fight on the playground.  Before he even gets through the door, his mom is grounding him for his inexcusable behavior.  All the way to his room, he’s pleading with her – “just let me tell you the whole story!”  Once she takes the time to listen she learns that: the classroom bully has been picking on him for weeks, the teacher has done little to address the situation, and it all came to a head when the bully was on a mission to push him off the monkey bars.  Suddenly, her take on the appropriate action quickly changes.
Herein lies the problem with event-based marketing – it’s based on a single data point and disregards the circumstances leading up to a specific action as well as what’s predicted to happen next.  Event-based... Read more