contextual messaging in action - strongview digital marketing webinar
TRANSCRIPT
StrongView: Proprietary and Confidential
Katrina Conn
VP, Marketing Services
Contextual Messaging in Action
What is Context
The Opportunities
Data to drive context
Context in Action
StrongView: Proprietary and Confidential
Consumers
Experience
Engagement
Media
Content
Telemetry
Technology
Enterprise
Consumer
CONSUMER CONTEXT
Physical
Behavioral
Emotional
Social
Cultural
What Is Context?
Your disposition
to take some action
given your situation
StrongView: Proprietary and Confidential
Context Emerges within the Message
FrequenciesTransactions PropensitiesProductsDemographics FrequenciesTransactions PropensitiesProductsDemographics
Home
Commute
Shop
Work
Locations
FrequenciesTransactions PropensitiesProductsDemographics
Home
Commute
Shop
Work
DesktopPOS
Phone
Laptop Tablet
Console
Devices
Locations
FrequenciesTransactions PropensitiesProductsDemographics
Prompt
Research
Purchase
Redeem
Review
Share
Home
Commute
Shop
Work
Learn
Support
DesktopPOS
Phone
Laptop Tablet
Console
Activities
Devices
Locations
Delays Sports
TrendsTraffic
FrequenciesTransactions PropensitiesProductsDemographics
Prompt
Research
Purchase
Redeem
Review
Share
Home
Commute
Shop
Work
Learn
Support
DesktopPOS
Phone
Laptop Tablet
Console
Weather Stocks
Activities
Devices
Locations
Environment
Delays Sports
TrendsTraffic
FrequenciesTransactions PropensitiesProductsDemographics
Prompt
Research
Purchase
Redeem
Review
Share
Home
Commute
Shop
Work
Learn
Support
DesktopPOS
Phone
Laptop Tablet
Console
Weather Stocks
Activities
Devices
Locations
Environment
Delays Sports
TrendsTraffic
FrequenciesTransactions PropensitiesProductsDemographics
Prompt
Research
Purchase
Redeem
Review
Share
Home
Commute
Shop
Work
Learn
Support
DesktopPOS
Phone
Laptop Tablet
Console
Weather Stocks
Activities
Devices
Locations
Environment
StrongView’s Vision A Platform for Contextual Messaging
Active Traveler Challenges
Cancelled flights, delay, missed connections
Unexpected Weather – Snow, Thunderstorms
Forgot a coat or sunglasses
Forgot to pack something important
Lost your phone?
Forgot a belt
Broken suitcase
No umbrella
Where to eat?
Where to stay?
Transportation?
Entertainment?
Closest Pharmacy?
Department Store?
Context Creates Opportunity Utility Convenience Loyalty
The Active Traveler – Route Map
Late Night Dinner Options in the Area?
Dessert Dinner
Late Night Arrival – What would be helpful?
The Active Traveler – Route Map
Contextual Profiling Opportunity
Contextual Opportunity – On the Move
Contextual Profiling – Traveling?
Contextual Message – Retail
The Active Traveler – Route Map
Consumer Services Contextual Opportunity
Open Time Personalization - San Francisco
Open Time Personalization - New York
The Data Value
What Data are Consumers willing
to share?
Contextual Learning
Proprietary and Confidential | 23
Contextual Learning
Proprietary and Confidential | 24
StrongView: Proprietary and Confidential
COINVENIENCE
LOYALTY
UTILITY
Context In Action
Location, Weather,
Timing, Social
Geo-Location Weather,
Information & Attractions
Include contextual content by displaying local
weather and attractions information in your
email campaigns. This approach takes your
data and matches it to display the weather and
current attractions for a specific time in the
relevant city. Displaying personalized localized
content, especially in the travel vertical, has
shown to increase engagement and Utility.
Local Information
Local Weather
Limited Time Adding a countdown timer to any
campaign provides a moving element,
which captures viewer’s attention. This
increased attention will lead to a
heightened sense of an offer. It encourages
customers to complete an action in a
timely fashion. It is best used for any type
of time sensitive offers including, flash
sales, or sale of concert tickets.
Urgency TIME LEFT TO CHECK IN
Limited Inventory
For only one day only, reward nights at
select hotel in Las Vegas were discounted
at 50% off. The countdown clock
displayed the limited time offer for this
very rare sale to promote urgency.
Urgency
Invite Customer Content
An example of allowing users to share images via the IHG App.
What to do and Where
An example of using UGC in reservation campaigns.
Customer Suggestions
Today’s Take Aways
Context Creates Opportunities
Data is the pathway to Contextual
Messaging
Utility & Convenience Drive Loyalty
How are you Creating Contextual
Utility, Convenience & Loyalty
for your customers ?
Questions? @strongview
facebook.com/strongview
strongview.com
Questions? Questions?
Katrina M. Conn
VP, Marketing Services
(650) 421-4238 – direct