Tick Yes Blog

Context Marketing

Last week I binge watched a new ABC TV series called Glitch. While it’s an Australian series to proud of, most noteworthy is the fact that viewers have been given the choice as to how they view the show.

Traditional viewers can watch the series over 6 weeks where they’ve always watched: on TV. Non-traditional – in the main, younger - viewers can watch the whole series on iView, ABC’s streaming service via their device of choice.

Netflix did the same by uploading all 13 episodes of its sensational House of Cards Season 3.

If you needed more proof was that marketers no longer run the show this it. Consumer ‘hyper-choice’ is the new normal.

Today, social media, digital and content marketing are the tools. Context is the strategic glue that binds.

What does that mean?

It means that we need to anticipate that our products and services will be used in so many more ways, place and times than were ever anticipated even 5 years ago.

Sure, we’ve been hearing that the consumer is now in charge ever since the internet sputtered to life via a dial-up modem.

With advances in our technical connectedness, however the context in which we choose to consume has not just evolved our choices, it has also evolved our expectations.

All of which makes it pretty tough if you sell something pretty standard like tomato sauce. Or Derek Jeter bobble-heads. Or calculators (remember when a phone was a phone and a calculator was a calculator? Good times).

This contextual paradigm shift has confounded some very clever folks across a range of industries including the media, publishing, music and travel.

Other industries, of course have risen and thrived. Gaming, IT security, micro-niche websites are examples.

So what to do to make sure you stay ahead and allow your customers the latitude they clearly expect?

Here are our context marketing tips:

  1. Anticipate
    Plan for the fact that your customers expect to be in charge of how / when / why they use your products. No longer doleful followers, we’ve been spoiled by choice. Unless you’re selling something unique, desirable and breathtakingly compelling, you need to satisfy this yearning..or else.
  2. Promote
    Let customers know about how wonderfully fluid your offering is. You’d be surprised how few marketers ‘get’ that the world has changed. Uploading a website or posting funny photos on Facebook and Instagram does not a masterful marketer make.
  3. Leverage
    How can you link and associate your offering with those that are similar to provide an optimal customer experience. Cross and up-sell in the old parlance, the strategy has never been more important. I’m a huge fan of the smarty who came up with the McDonald’s Happy Meal that bundles together a range of food and toys to make kids happy and their parents spend more. What’s your Happy Meal solution?

The upshot of all this: focus on lateral ways you can market and sell.

 

The Message is brought to you by Tick Yes – providing solutions for all your digital and content marketing needs.

Image: http://gabriellemaston.com/context-is-king/

 

 

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