Contextual Messaging in Action - StrongView Digital Marketing Webinar
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The document discusses StrongView's approach to contextual messaging, emphasizing how consumer context—like demographics, behaviors, and location—can enhance engagement and drive marketing effectiveness. Key elements include utilizing data to create personalized experiences for customers, especially in the travel sector, and the importance of urgency in promotions to encourage timely actions. Overall, it highlights that context provides opportunities for increased utility, convenience, and loyalty among consumers.
Contextual Messaging in Action - StrongView Digital Marketing Webinar
- 1. StrongView: Proprietary and Confidential Katrina Conn VP, Marketing Services
- 2. Contextual Messaging in Action What is Context The Opportunities Data to drive context Context in Action
- 3. StrongView: Proprietary and Confidential Consumers Experience Engagement Media Content Telemetry Technology Enterprise Consumer
- 4. CONSUMER CONTEXT Physical Behavioral Emotional Social Cultural
- 6. What Is Context? Your disposition to take some action given your situation
- 7. StrongView: Proprietary and Confidential Context Emerges within the Message DDeemmooggrraapphhiiccss PPrroodduuccttss TTrraannssaaccttiioonnss FFrreeqquueenncciieess PPrrooppeennssiittiieess Demographics Desktop Laptop Console Prompt Research Purchase Redeem Review Support Activities Delays Sports Traffic Trends Demographics Products Transactions Frequencies Propensities Prompt Research Purchase Redeem Review Share Home Commute Shop Work Learn Support POS Desktop Phone Laptop Tablet Console Weather Stocks Activities Devices Locations Environment StrongView’s Vision A Platform for Contextual Messaging
- 8. Active Traveler Challenges Cancelled flights, delay, missed connections Unexpected Weather – Snow, Thunderstorms Forgot a coat or sunglasses Forgot to pack something important Lost your phone? Forgot a belt Broken suitcase No umbrella Where to eat? Where to stay? Transportation? Entertainment? Closest Pharmacy? Department Store? Context Creates Opportunity Utility Convenience Loyalty
- 9. The Active Traveler – Route Map
- 10. Late Night Dinner Options in the Area? Dessert Dinner
- 11. Late Night Arrival – What would be helpful?
- 12. The Active Traveler – Route Map
- 14. Contextual Opportunity – On the Move
- 15. Contextual Profiling – Traveling?
- 16. Contextual Message – Retail
- 17. The Active Traveler – Route Map
- 18. Consumer Services Contextual Opportunity
- 19. Open Time Personalization - San Francisco
- 20. Open Time Personalization - New York
- 21. The Data Value
- 22. What Data are Consumers willing to share?
- 23. Contextual Learning Proprietary and
- 24. Contextual Learning Proprietary and Confidential | 24
- 25. StrongView: Proprietary and Confidential COINVENIENCE LOYALTY UTILITY
- 26. Context In Action Location, Weather, Timing, Social
- 27. Geo-Location Weather, Information & Attractions Include contextual content by displaying local weather and attractions information in your email campaigns. This approach takes your data and matches it to display the weather and current attractions for a specific time in the relevant city. Displaying personalized localized content, especially in the travel vertical, has shown to increase engagement and Utility. Local Information
- 28. Local Weather
- 29. Limited Time Adding a countdown timer to any campaign provides a moving element, which captures viewer’s attention. This increased attention will lead to a heightened sense of an offer. It encourages customers to complete an action in a timely fashion. It is best used for any type of time sensitive offers including, flash sales, or sale of concert tickets. Urgency TIME LEFT TO CHECK IN
- 30. Limited Inventory For only one day only, reward nights at select hotel in Las Vegas were discounted at 50% off. The countdown clock displayed the limited time offer for this very rare sale to promote urgency. Urgency
- 31. Invite Customer Content An example of allowing users to share images via the IHG App.
- 32. What to do and Where An example of using UGC in reservation campaigns. Customer Suggestions
- 34. Today’s Take Aways Context Creates Opportunities Data is the pathway to Contextual Messaging Utility & Convenience Drive Loyalty
- 35. How are you Creating Contextual Utility, Convenience & Loyalty for your customers ?
- 36. Questions? @strongview facebook.com/strongview strongview.com Katrina M. Conn VP, Marketing Services (650) 421-4238 – direct [email protected]