Blog post By Paula Chiocchi on 2015-06-17
Relevant content continues to be the crucial “bait” that attracts prospects to vendors’ products and services. Consider that Ecolo Media says that nearly 64% of B2B technology buyers read between 2 to 5 pieces of content before making a purchase. And, Demand Generation Report says 67% of B2B buyers rely more on content to research and make purchasing decisions than they did a year ago.
To keep pace, today’s B2B marketers state they are churning out more content than ever before. But while creating and delivering relevant content is a necessary deliverable for any email marketer, new research is showing that content is not enough – it’s context that is the new Holy Grail for marketers. Forrester recently wrote that, “in a world where people check their emails, text messages, app alerts and social media posts all at once, marketers can no longer rely on traditional email tactics. Today’s email marketing programs must meet the needs of consumers with the right message, in the right place, at the right time.”
The goal for email marketers is to create a cycle of repeatable interactions that invite customers into deeper engagement at all touch points. This sets up a cycle of connections, which can then be used by marketers to refine future interactions and nurture the sale.
Here are 4 ways contextually relevant communications are having an impact on email marketing:
So while personalized content has served as a requirement for marketers to this point, contextual marketing is taking that concept to a whole new level. Personalized and relevant marketing creates emails people actually welcome, and is typically not the kind of marketing that annoys people. By delivering truly relevant campaigns that connect directly to the content being viewed, email marketers can engage the right customers at exactly the right time – and get better results than ever before.
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At OMI, we believe good things happen when you share your knowledge. That's why we're proud to educate marketers at every level - in every size and type of organization - about the basics of email marketing and the contact data that powers it.