Dutch CMOs are beginning to use contextual data but find it challenging to identify relevant contexts and produce messages effectively in particular contexts—and thereby to fully embrace contextual marketing.
As the ability to capture information about customers and prospects increases, marketers are learning to deal with the subtleties of the data they collect and use them to communicate their brand message effectively. Contextual marketing—the use of data such as a customer’s or prospect’s location, the activity they are currently involved in or their buying intentions—presents marketers with an opportunity to take their marketing to the next level. Read article >>
