Marketing

A Dutch perspective on contextual marketing

November 23, 2015

Europe

November 23, 2015

Europe
Victoria Tuomisto

Editor

Based in London, Victoria joined The Economist Group in 2013 and manages research projects across a range of topics including technology and education. She has previously worked within the company at The Economist Corporate Network in EMEA. Her responsibilities included researching, writing and editing business outlook reports and white papers on a range of business themes in emerging markets in Europe, Middle East and Africa.

Prior to joining The Economist Group, Victoria worked in consulting in France. She holds a Master of Science in Political Economy and a BSc in Economic History from the London School of Economics.

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 >>

Enjoy in-depth insights and expert analysis - subscribe to our Perspectives newsletter, delivered every week