Political micro targeting is a variant of this theme - though really, it kinda ignores the "context" part.
People focus more on what they want than what they need; nothing special about this, it's just biology. Our body sends us signals indicating feelings that we have to interpret as Requests For Action; we may want a burger because we're in the mood, but what we need may be iron. It's the external flavour bits worked into the product that give us a narrower craving, which of course is a result of product design and marketing.
Same with politics. We may want to hear strictly about what politics has to do with what we feel is directly relevant to us - say, crime and punishment policy. What we need, though, is to have the proper context - what are the cognitive determinants of criminal behaviour? How does social development impact that process?
When we have blinders on, someone behind us gets to dictate our direction. Add context and you get better choices.
Being the one who provides context - who is able to marry both wants and needs - now that's adding value.
And value sells.
When you put a noun in front of “marketing,” you get a new trend, #RockHot topic and buzzword. I’ve said that in a blog post or two. It was bound to happen sooner or later – content marketing is being dethroned. Instead of content, insert “consumer.”
Consumer is king and content is queen.
We bloggers and content marketers are the royal subjects to none other than the king. In this case, that’s the consumer, our community, our followers, engagers, lurkers, subscribers, and readers.
It is our inherent duty to deliver relevant and remarkable content our king can use. When a consumer shares and comments on the content you create, then you’ve done your duty. You can remain in the monarchy.
I bet you’ve gotten bored with the “content is king” mantra, too. So, it was no surprise that “context” has become the latest trend on the ‘sphere.
I am a HubSpot user; aiming for that digital marketing certificate to put a label on my educational investment this year. When you do inbound marketing, you first must know your buyer persona. Who is most likely to purchase your services or product? What are the demographics around them?
With that knowledge, you begin to feed appropriate content that matters to your prospects. Give them what they need at their doorstep.
• Use RSS feeds to deliver relevant blog posts.
• Build your email marketing list and develop solid content in newsletters.
• Engage at a higher level with even higher level professional content.
• Become the authority for your audience with remarkability.
You’re likely already doing context marketing. Now, you just need to be aware of its cognitive definition.
Give consumers what they need, in the best place at the right time.
Are you already using context marketing?