Dutch marketeers are struggling with the transition from traditional marketing to contextual marketing. This became clear from a study conducted by Adformatie, commissioned by The Valley. Advertisers and brands must become data-driven, break down the walls in the organisation for increased multidisciplinary collaboration, and increase the support at boardroom level.
Complex customer journey
In contextual marketing, it is all about knowing and recognising existing and potential customers, and about tailoring the content of the marketing message to their individual context. This enables a more targeted approach, using the location of the consumer at that moment, his online behaviour, his purchasing history, his personal wishes or latent needs, at any moment in the customer journey. This customer journey has become much more complex and unpredictable in this digital age, and constantly meanders from offline to online, from traditional media to social media and from one device to another. A traditional marketing strategy is therefore no longer sufficient to approach consumers and retain customers. Marketing has become contextual marketing.
The study by Adfo Group and The Valley among 245 marketeers shows that many organizations and brands are struggling with that transition. Only a leading group of 16.1 per cent is currently fully committed to contextual marketing. “The right content in the right medium at the right moment”, one of those leaders stated. Approximately two thirds of marketeers (65.5 per cent) – the large middle section – is currently using contextual marketing “a bit” or “in some cases”. The trailing group of 13.8 per cent is does not address the context of the customer in marketing and branding at all.
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