Technology is constantly reinventing itself. There is an onslaught of new devices, information, channels and platforms that overwhelm people each day. Everyday people navigate through the hordes of data thrown at them and make decisions regarding restaurant decisions, travel plans, birthday presents or even what type soda to buy. To stay relevant as a marketer, Jonathan Gardner sees context as being the future of digital marketing.
Using behavioral targeting to see what a customer has browsed, read, liked or bought helps in strategy but is only the past behavior. People can be a number of things from mother, wife, yoga enthusiast and reality show junkie. By understanding these multiple contexts will help predict a consumer’s likely future behavior.
Marketing Outsources created a new model explaining the new approach to marketing.
By using the SoLoMo (Social, Local, Mobile) approach, marketers use context to understand where their message is being placed, how the people see it and when they see it. By utilizing SoLoMo and grasping the context of consumers, Gardner says marketers can deliver “personalized brand engagement”. This is the job of a marketing professional, understand the consumers and formulate a message that speaks to them. The only way for marketers to stay relevant is to adopt these new outlooks and evolve.
With everyone using the web, social networks and being mobile, it gives marketers a plethora of information at their disposal. People complain that media is taking over but we are letting them. By liking something on Facebook, we are showing others what our interests are. Why wouldn’t a company take that information we willingly shared and use it to suggest other similar items we might like? In the future of marketing, context is almost certain to trump content.