Brand Strategy towards Consumer Landscape : Build a Contextual Approach

At this juncture of fast transition in marketing from the traditional vehicles to the more dynamic digital tactics, one thing stands firm: You have to impress the customer and show them the value added to it. The bottom-line of every business is to spread a favorable response from your end-client who happens to be the biggest shareholder in your business entity.

But in this era of diversification in terms of marketing strategies, customer preferences and even channels of execution, you might find yourself at a loss to pick a perfect tactics. However, one thing is absolutely certain, a good service never goes waste. And Context Marketing is one such service that promises not to disappoint, whichever meduim you may use it for– online or offline. The critical point of consumer context is to deliver services that are relevant to the individual in terms of his affinities, behaviors and needs.

Illustrated power of Consumer Context

Imagine a scenario where you board a taxi from the airport in a new city after an exhausting flight from a business trip. You step inside the taxi and are pleasantly greeted by the driver who subsequently offers you a refreshing drink and plays calming music. Not only that he offers you a business magazine inferring from your attire and even shares titbits about news and weather. Offering you some trivia about the city and helping you with major destinations, the driver provides an exceptional service with regards to your needs. He also tenders his phone number in case you find yourself in an unknown place or have lost your way. Extending the service of calling anytime in addition to the commendable treatment during the ride, he leverages on this opportunity to make you loyal to his service. This is exactly what is called Consumer Context which certainly gives a new dimension to customer centricity. Undoubtedly, any person would be impressed with a service if its exclusiveness is appealing in terms of consumer landscape. Depending entirely on the customer orientation, context marketing is surely going to change all the existing rules of the game.

Why Consumer Context matters

We live in a relatively transparent world than it was decades ago for now gathering information about customers to alleviate their problems and enhance their purchase experience has witnessed a seismic shift. This fact sets the backdrop for effective contextual marketing, but why it works, here are a few reasons:

  • Matching up customer expectations: In this era of digital marketing that has seeped its way to our smart phones and gadgets, customers have become more demanding with regards to expecting more convenient, accessible and relevant services. Moreover, customers voice their needs more than they previously did since they now have the medium to express their demands. This has paved way for the penetration of consumer, context making it an entrenched philosophy to lure customers else they would favour competitors.
  • Power of connectivity: With the advent of technology and the internet of things, it has become easier to stay connected and enjoy the privileges of technology. There are multiple and diverse choices when it comes to communicating with people. This makes it easier for marketers to harness various channels for furnishing better services and eventually inculcating brand penetration in the minds of people.
  • Might of Big Data: Few are immune to the far reaching effects of big data which makes it extremely easy to utilize customer data to elevate their market experience. Accurate, reliable and customized information can be harnessed to create value for the customer. A substantial determiner in improving relationships with customer, big data has the latent potential to totally revamp the marketing process by holding customer context in its centerpiece.

Heralding new opportunities

There are limitless opportunities for a Business to brand its product when he resorts to consumer context in any situation. In the case of the taxi driver’s example, it was easier for him to turn an ordinary passenger to a loyal customer because he responded to contextual acuity. Similarly, business firms should have an appropriate knowledge of their customer entity/disposition and then co-relate it with their situation when offering a service. Certainly context charters a direction to channelize your services, but one must exercise caution while dealing with sensitive customer data so as not to violate or intrude into his privacy. Rest assured when you deliver relevant, focussed and appropriate offerings, winning customers becomes imperative. That’s make it a Win -Win situation for all.


Originally published at www.gautamsur.com on July 9, 2015.

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