The phrase “Content is King” will always be a central tenet of digital marketing philosophy, but its counterpart, “Context is Queen,” is rapidly proving to be equally crucial. Whether you’re trying to buy and sell commercial real estate or advertise baby toys, you need to adopt personalised marketing strategies if you want to master the art of context and connect more meaningfully with your audience. Below are five marketing expert-approved strategies that will help.
1. Use Data-Driven Personalisation
The first step to mastering personalised marketing is leveraging data effectively. Begin by gathering comprehensive data through analytics tools, customer surveys, and social media monitoring. This data should encompass demographic information, browsing behaviours, purchase histories, and customer feedback.
Once collected, use this data to segment your audience into specific groups. Tailor your content to address the unique needs, preferences, and challenges of each segment. For instance, if data shows that a segment frequently purchases a particular type of product, target them with content highlighting similar products or offering related tips and advice.
2. Implement Dynamic Content Display
Dynamic content refers to web content that changes based on the interests or past behaviour of the viewer. It’s an effective way to ensure users encounter more personalised content as soon as they interact with your digital platforms.
Use tools that allow for the alteration of website elements, such as text, images, or offers, based on user data. For example, if a visitor previously explored vegan cookbooks on your kitchenware website, their next visit could present them with new vegan-friendly products. After all, even the most beautifully written content related to searing the perfect steak could put them off completely. This is why context is queen!
3. Enhance User Experience with AI and Machine Learning
Artificial intelligence (AI) and machine learning can drastically improve the personalisation of your marketing strategies. These technologies can analyse large sets of data quickly and predict user behaviour, thereby automating personalised content delivery.
For example, AI can be used for predictive analytics, which forecasts future buying behaviours based on past data, enabling you to create highly targeted campaigns. Additionally, chatbots integrated with AI can provide instant customer service and personalised shopping advice, enhancing user experience.
4. Leverage Email Marketing Automation
Email remains one of the most personal and effective communication channels. To capitalise on this, employ email marketing automation tools that send tailored emails based on specific triggers or actions taken by the user.
For example, if a customer abandons a shopping cart, an automated email can be sent to remind them of their unfinished purchase or offer them a discount to encourage completion. This strategy increases the chances of conversion and shows the customer that you’re paying attention to their unique needs.
5. Create Contextual and Timely Content
Timing and relevance are critical in personalised marketing. Develop a content calendar that aligns with customer behaviour patterns, significant dates, or events in their lives. Use emerging technologies to serve content at the right time and in the right context.
For example, if your data shows that certain customers tend to shop for fitness products in early January (possibly as New Year resolutions), schedule content about fitness products and health tips around this time. Similarly, for customers who recently purchased a new home, sending content about home decorating or maintenance in the following months could be very effective.
While content continues to reign as king in marketing, context—the queen—plays an equally pivotal role in ensuring your content is relevant, timely, and deeply engaging. By implementing these five personalised marketing strategies, you can create more meaningful interactions and build stronger relationships with your audience
