Marketers have access to more information about customers and prospects than ever before, and more ways to reach them too. This should help them to deliver messages and offers that are relevant and timely. However, most customers say they are being bombarded with marketing messages that are neither relevant nor useful.
The amount of available information about customers continues to grow and now includes real-time information such as current location and intention data. Some companies are using this information to tailor marketing messages not just to an individual’s preferences and personality but to the precise context they find themselves in at any given time. While this contextual marketing presents opportunities to satisfy customers’ desire for relevance, it also magnifies the risk of abuse and intrusion and presents operational challenges that marketers are only just beginning to explore.
This report, sponsored by SAP, examines the strategic, organisational and creative challenges that arise from the practice of contextual marketing.
