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The Best of Context Marketing, plus 50 Top Marketing SEO Terms

Posted on Jan 20, 2013 by in ThiNK First | 2 comments

questioning marketing context vs context

Have you  noticed the term Context Marketing getting attention  lately? Ironically people slip the word into conversation and give it no context. 99% of people who talk about context assume you know what they are talking about. That thought made me smile.

Read on Macduff. You will soon discover most people are not thinking about context, well not if you believe google search words.

Context is being used as a magic bullet. The new open sesame! It’s no shortcut for engaging with real people.

I was curious to hear Robert Scoble and Shel Israel are writing a book “The Age of Context” for release in 2013. I am looking forward to their thoughts.

I’ve been tracking “The Post Information Age”  since 2003 so the notion of a “contextual age” is fascinating to me.  There’s no winner yet for what term will be coined to represent the “post information age”, but Age of Context, or Contextual Age would definitely be on the short list. I’m curious to explore what people really mean by “context marketing” and whether we are ready for it. Are we culturally on board with the idea? For this age is so much less about technology and so much more about people and being human.

I made a list of interesting posts on “context marketing” and began to read on the topic. I found one post dated 1998. So clearly, this isn’t a new concept. Feel free to add posts you think are significant.

Context Marketing vs Content Marketing : Research

Context Marketing vs Content Marketing : Research

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    What's the Deal With This Whole 'Context Marketing' Thing?

    What's the Deal With This Whole 'Context Marketing' Thing?

    Learn what context marketing is and why it's so important for your inbound marketing.

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    What is Context Marketing? Is It Different Than Content Marketing?

    What is Context Marketing? Is It Different Than Content Marketing?

    Context marketing takes your content marketing to new levels of effectiveness. Learn the one thing you must master for effective context marketing.

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    Why Context Is King in the Future of Digital Marketing

    Why Context Is King in the Future of Digital Marketing

    An avalanche of devices, platforms, channels, and information is crushing consumers as they go about their daily lives. I’m crying “uncle” too, wishing a corporate entity (Apple...

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    2013: The Year of Context Marketing | Six Stories Up

    2013: The Year of Context Marketing | Six Stories Up

    share For the past few years, the focus of much social media marketing has been on content…content…CONTENT! As 2013 has arrived (and I can’t believe I’m writing that), there...

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    Context vs. Content Marketing | Promotional Marketing content from Chief Marketer

    Context vs. Content Marketing | Promotional Marketing content from Chief Marketer

    I love the quote, "There are two kinds of people: Those who talk a lot and those who don't listen."There are also two kinds of marketing that apply directly to consumer promotion. You've heard all of the marketing derivatives - co-marketing, relationship marketing, one-to-one marketing, guerrilla marketing, ambush marketing, mass marketing, targeted marketing. I'm dumping all of these into two groups.

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    The Four C’s of Content Marketing – Context

    The Four C’s of Content Marketing – Context

    Content is the obvious foundation of a well-executed content marketing strategy. I wrote about the importance of creating the right type of content to match your customers’ expectations at each stage of their buying journey. There’s another important dimension to content marketing I’d like to explore here – context.

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    Context Marketing: Why Your Content isn't Personal Enough

    Context Marketing: Why Your Content isn't Personal Enough

    IMPACT digs into why your dynamic content may not be producing dynamic results for your company and how to feature more personalized, context marketing.

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    Context Marketing in Context: Beyond Inbound and Tactics

    Context Marketing in Context: Beyond Inbound and Tactics

    People's behavior, technology and the environment – or context - we do business in, constantly changes. Context marketing is the new buzzword.

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    Robert Scoble Talks About Advertising in the Age of Context

    Robert Scoble Talks About Advertising in the Age of Context

    Robert Scoble was in Seattle this week to interview interesting Pacific Northwest startups. I met up with him outside Mozcon, where he interviewed me about mobi

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    The Power of Context Marketing [Super-Rich Coach Episode #3] - YouTube

    The Power of Context Marketing [Super-Rich Coach Episode #3] - YouTube

    http://www.newgurumodel.com Glenn Dietzel is the Founder of Awakened, LLC, a leading thought company in the Recommendation Age. He has been at the forefront ...

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    Sensei Marketing2013: The Beginning of Context | Sensei Marketing

    Sensei Marketing2013: The Beginning of Context | Sensei Marketing

    just ran a Google search: year of content. According to the results, some people were saying (in 2011) that 2012 would be year of content marketing, while others are saying 2013 would be that year. Pam Moore wrote a great post in June reminding us that content is not a shiny new object. I, for one, completely agree. Certainly, since the dawn of marketing, we have used content in all our outreach efforts. After all, what is marketing without content? A blank page!

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    Context, Value & The New Marketing Economy

    Context, Value & The New Marketing Economy

    The goal of marketing is not to win the battle of stories (as is the case for traditional media marketing), but to understand the abilities, emotions and activi

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    Context vs. Content Marketing | Promotional Marketing content from Chief Marketer

    Context vs. Content Marketing | Promotional Marketing content from Chief Marketer

    I love the quote, "There are two kinds of people: Those who talk a lot and those who don't listen."There are also two kinds of marketing that apply directly to consumer promotion. You've heard all of the marketing derivatives - co-marketing, relationship marketing, one-to-one marketing, guerrilla marketing, ambush marketing, mass marketing, targeted marketing. I'm dumping all of these into two groups.

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    Jim Holbrook's digital marketing thoughts

    Jim Holbrook's digital marketing thoughts

    My perspective on digital marketing planning

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    Tuesday’s Tip: Why Context Matters – Forget Real-Time, Achieve Right-Time « A Software Insider's Point of View

    Tuesday’s Tip: Why Context Matters – Forget Real-Time, Achieve Right-Time « A Software Insider's Point of View

    Relationships. An individual may serve as an employee, a parent, part of a community group, or other designation. Understanding the relationships help brands and organizations understand a broader set of experiences that answer the question “Who and What”.
    Time. Time provides temporal information. Time provides related services that answer the question”When”.
    Location. Placement by geo-spatial coordinates helps with narrowing geographic relevancy. Location answers the question of “Where”
    Business process. Process helps determine flow and work order. Process answers the question of “How”
    Role. While related to relationships, the role is different because it addresses eligibility. Individuals can play different roles among a wide variety of relationships.
    Sentiment. Sentiment seeks to understand how an individual feels about an issue. Sentiment answers one dimension of the question of “Why”.
    Intent. Intent anticipates future behavior. Intent answers the second dimension of the question Why”

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    The Perfect Tool for Context Marketing | Marketing Automation - Pardot

    The Perfect Tool for Context Marketing | Marketing Automation - Pardot

    There is no doubt that 2012 was the year of content marketing.

    From B2B to B2C, large companies to small, content was front and center in marketing strategy meetings all over the globe. These companies realized the value of content and the tremendous results it can generate. However, content strategy is still relatively new to the business world and has a lot of room left to grow. What will the next step be? Context marketing.

View more lists from Nick Kellet

Peppers and Rogers coined the term “1:1 Marketing” in 1997, perhaps a little earlier than technology could really enable and certainly long before people were ready to experience context marketing.

We’re all converging on content marketing as this deck explains.

As content marketing hits mainstreet,  context marketing is very much on the fringes. I sense forward thinkers are adding context to their existing content marketing strategy.
What’s interesting about context marketing is not so much the idea itself, but more the cultural and technology shifts that have taken place. We can technically deliver an idea, but consumers need to be ready for the experience.
  • 1:1 Marketing – Peppers & Rogers
  • Persona Marketing - David Meerman Scott (Tuned-In) & Pragmatic Marketing
  • Our slow and steady adoption of frictionless sharing – Facebook, 4SQ, Instagram etc
  • Mass Adoption of Smart Devices – iPhone/Android/Blackberry
  • Preference Graph in Real Time (via big data)

Context marketing is about communicating with an individual based on:

  • Where they are
  • Who they are
  • What they are doing
  • How they prefer to receive the information we’re sharing

In some ways context is another way of saying preference/interest graph. This is the holy grail we all seek.

Ray Wang takes this thinking a little further in the list of Seven Dimensions of Context in this post, I turned them into a list. I thought it was a pretty neat segmentation.

Which ones do you think are most significant. Is he missing any?

Context Marketing : Seven Dimensions of Context Drivers.

Context Marketing : Seven Dimensions of Context Drivers.

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    Relationships

    Relationships

    An individual may serve as an employee, a parent, part of a community group, or other designation.

    Understanding the relationships help brands and organizations understand a broader set of experiences that answer the question “Who and What”.

  2. 2
    1 Voting...
    Business process

    Business process

    Process helps determine flow and work order. Process answers the question of “How”

  3. 3
    1 Voting...
    Sentiment

    Sentiment

    Sentiment seeks to understand how an individual feels about an issue. Sentiment answers one dimension of the question of “Why”.

  4. 4
    1 Voting...
    Intent

    Intent

    Intent anticipates future behaviour. Intent answers the second dimension of the question Why”

  5. 5
    0 Voting...
    Time

    Time

    Time provides temporal information. Time provides related services that answer the question”When”.

  6. 6
    0 Voting...
    Location

    Location

    Placement by geo-spatial coordinates helps with narrowing geographic relevancy. Location answers the question of “Where”

  7. 7
    0 Voting...
    Role

    Role

    While related to relationships, the role is different because it addresses eligibility. Individuals can play different roles among a wide variety of relationships.

View more lists from Nick Kellet

I’m sure the real meaning of context will emerge over time, but I’m sure there will be a huge element of automation.

I’m not sure that’s good, but it’s a typical brand response to want to automate and scale the task of creating meaningful engagement with your customers and prospects.

Real deep human engagement comes from real deep human engagement. I’m not sure there is a short cut. I’m sure you can supplement  actual humans and that you can do it effectively, but don’t expect to bypass the need that real people have to talk to real people.

As I researched, I got the impression Context Marketing was hot in the inner marketing circles, so I wondered how much of a mainstream search term it has become. How well adopted is the term? My hunch was right. It’s far from mainstream.

There’s 37 million searches each month that include the term “marketing”.

Internet marketing comes top with 1 million searches per month!

Context marketing accounts for a mere 3,600 searches per month. Tiny, right! That’s right at the bottom of the top 50 marketing segments.

Segments, niche's, variants and derivates of Marketing

Segments, niche's, variants and derivates of Marketing

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    internet marketing - 1 million monthly searches

    internet marketing - 1 million monthly searches

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    telemarketing - 823k Monthly Searches

    telemarketing - 823k Monthly Searches

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    email marketing - 673k Monthly Searches

    email marketing - 673k Monthly Searches

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    business marketing - 673k Monthly Searches

    business marketing - 673k Monthly Searches

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    social media marketing -368k Monthly Searches

    social media marketing -368k Monthly Searches

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    digital marketing - 368k Monthly Searches

    digital marketing - 368k Monthly Searches

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    search marketing - 246k Monthly Searches

    search marketing - 246k Monthly Searches

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    direct marketing - 301k Monthly Searches

    direct marketing - 301k Monthly Searches

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    mobile marketing - 201k Monthly Searches

    mobile marketing - 201k Monthly Searches

  10. 10
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    seo marketing - 201k Monthly Searches

    seo marketing - 201k Monthly Searches

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    product marketing - 201k Monthly Searches

    product marketing - 201k Monthly Searches

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    co-marketing - 201k Monthly Searches

    co-marketing - 201k Monthly Searches

  13. 13
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    blog marketing - 135k Monthly Searches

    blog marketing - 135k Monthly Searches

  14. 14
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    article marketing - 135k Monthly Searches

    article marketing - 135k Monthly Searches

  15. 15
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    guerrilla marketing - 110k Monthly searches

    guerrilla marketing - 110k Monthly searches

  16. 16
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    mlm marketing 110k Monthly searches

    mlm marketing 110k Monthly searches

  17. 17
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    brand marketing - 110k Monthly searches

    brand marketing - 110k Monthly searches

  18. 18
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    video marketing - 110k Monthly searches

    video marketing - 110k Monthly searches

  19. 19
    0 Voting...
    viral marketing 110k Monthly searches

    viral marketing 110k Monthly searches

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    consumer marketing 90.5k Monthly searches

    consumer marketing 90.5k Monthly searches

  21. 21
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    b2b marketing - 90,5k Monthly searches

    b2b marketing - 90,5k Monthly searches

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    relationship marketing - 74k Monthly searches

    relationship marketing - 74k Monthly searches

  23. 23
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    one to one marketing -74k Monthly searches

    one to one marketing -74k Monthly searches

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    list marketing - 74k Monthly searches

    list marketing - 74k Monthly searches

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    local marketing - 74k Monthly searches

    local marketing - 74k Monthly searches

View more lists from Nick Kellet

Persona Marketing didn’t even make the 50. I added it for context.

So what do you think? Are we ready for Context Marketing?

Image Credit: 21496790@N06

 

Nick Kellet (148 Posts)

Nick is co-founder the social curation platform Listly, that combines crowdsourcing, content curation and embedable lists to drive high-level community engagement, live inside your blog posts. Connect with Nick on Twitter · Linkedin, Facebook and G+ and follow his writing via his other guest posts and on his blogs at NickKellet.com and blog.list.ly


2 comments
Gary S. Hart
Gary S. Hart like.author.displayName 1 Like

At lunch yesterday (a tweet-up  with a couple of older sales thought leader friends (I'm the old one and none of us are 20 or 30) I asked what the future looked like; 5-years and 10 years. We also discussed relationships; very difficult to remove from the equation and impossible in my opinion. Your statement "Real deep human engagement comes from real deep human engagement. I’m not sure there is a short cut." nails it Nick. Whatever happens next and next and next, real reconciliations will be the hub and remain organic - un-automated. Thanks for your post.



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  5. [...] Wang takes this thinking a little further in the list of Seven Dimensions of Contextpost, which Nick Kellet visualizes [...]