A European perspective on contextual marketing
A recent survey by The EIU, sponsored by SAP, reveals that west European marketers are already collecting a large quantity of contextual information about their customers and prospects. Two-thirds are using some of that information to help them identify and communicate with prospects, among other marketing objectives.
However, much of the contextual information that companies collect is currently not used for marketing purposes. This reflects, among other concerns, a lack of understanding of how to communicate with customers and prospects most effectively in a given context.
