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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
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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.

Nick Kellet Context Marketing : Seven Dimensions of Context Drivers.

Nick Kellet | 7 items | 784 views

Source: http://blog.softwareinsider.org/2012/07/24/tuesdays-tip-why-context-matters-forget-real-time-achieve-right-time/

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  1. 1. 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. Business process

    Business process

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

  3. 3. Sentiment

    Sentiment

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

  4. 4. Intent

    Intent

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

  5. 5. Time

    Time

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

  6. 6. Location

    Location

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

  7. 7. 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.

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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

Nick Kellet Segments, niche's, variants and derivates of Marketing

Nick Kellet | 52 items | 704 views

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  1. 1. internet marketing - 1 million monthly searches

    internet marketing - 1 million monthly searches
  2. 2. telemarketing - 823k Monthly Searches

    telemarketing - 823k Monthly Searches
  3. 3. email marketing - 673k Monthly Searches

    email marketing - 673k Monthly Searches
  4. 4. business marketing - 673k Monthly Searches

    business marketing - 673k Monthly Searches
  5. 5. social media marketing -368k Monthly Searches

    social media marketing -368k Monthly Searches
  6. 6. digital marketing - 368k Monthly Searches

    digital marketing - 368k Monthly Searches
  7. 7. search marketing - 246k Monthly Searches

    search marketing - 246k Monthly Searches
  8. 8. direct marketing - 301k Monthly Searches

    direct marketing - 301k Monthly Searches
  9. 9. mobile marketing - 201k Monthly Searches

    mobile marketing - 201k Monthly Searches
  10. 10. seo marketing - 201k Monthly Searches

    seo marketing - 201k Monthly Searches
  11. 11. product marketing - 201k Monthly Searches

    product marketing - 201k Monthly Searches
  12. 12. co-marketing - 201k Monthly Searches

    co-marketing - 201k Monthly Searches
  13. 13. blog marketing - 135k Monthly Searches

    blog marketing - 135k Monthly Searches
  14. 14. article marketing - 135k Monthly Searches

    article marketing - 135k Monthly Searches
  15. 15. guerrilla marketing - 110k Monthly searches

    guerrilla marketing - 110k Monthly searches
  16. 16. mlm marketing 110k Monthly searches

    mlm marketing 110k Monthly searches
  17. 17. brand marketing - 110k Monthly searches

    brand marketing - 110k Monthly searches
  18. 18. video marketing - 110k Monthly searches

    video marketing - 110k Monthly searches
  19. 19. viral marketing 110k Monthly searches

    viral marketing 110k Monthly searches
  20. 20. consumer marketing 90.5k Monthly searches

    consumer marketing 90.5k Monthly searches
  21. 21. b2b marketing - 90,5k Monthly searches

    b2b marketing - 90,5k Monthly searches
  22. 22. relationship marketing - 74k Monthly searches

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

    one to one marketing -74k Monthly searches
  24. 24. list marketing - 74k Monthly searches

    list marketing - 74k Monthly searches
  25. 25. 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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