… but context is its “knight”. In times when people tend to work with too much content rather than too little, a sound strategy to get consumers’ attention is needed.
Content marketing is one of the indispensable essentials of modern marketing. Although “content is king” still holds value, content – above all – requires context and relevance to positively affect purchase decisions. But with a daily penetrance of more than 12,000 advertising messages on average arising from the growing digitalisation, it is becoming more difficult to gain consumers’ attention. For comparison: In the year 2000, author Seth Godin talked about a penetrance of 3,000 advertising messages per day.
If you want to stand out, you need to advertise your content where your desired target group is to be found with as little wastage as possible – in an “environment of attention”. This works even better if the content provided for the consumer is not only of great quality but also put into a context that is relevant for the consumer. It is this content that will trigger something decisive in the consumers and is intended to cause a reaction, such as one that will lead to a purchase decision.
Companies like Google and Amazon have already shown the way: Whenever you visit or shop on their online platforms, you receive tips for other content or products. Ideally, these products relate to already purchased articles and thus increase the chance that a customer will stay longer, look at other offers or products and eventually may make another purchase. At worst, these recommendations will rather be questioned than clicked on.
If you want to do well with content, do not underestimate the factor “context”. Large retail groups face this challenge in stationary retail most of all. The “digital transformation” makes it inevitable to not only implement multichannel strategies but also omnichannel ones which offer individualised and relevant content.
Consumers are primarily interested in things and topics that are relevant to themselves and relate to their interests, needs, and preferences. This is not only reflected in their purchase behaviour but also in their media consumption. Two motivations essentially lead this consumption: They want to deepen their knowledge and they want to inform themselves fast (they want to be entertained and get the latest news).
Because of the surplus of media platforms and messages, it is becoming increasingly important for retail companies to address target groups with more than just the most attractive price. Products, offers and information need to be combined with contextual relevance to gain long-lasting attention.
This is where C3 comes in with the creation of a completely new “environment of attention”: With an innovative data analytics approach, content is being put into context with information of products and offers from retail partners – specifically tailored to the needs, interests, and preferences of the individual consumer. This new form of individualised customer experience enables retailers to not only find new and gain more loyal customers but also react to trends and even become trendsetters themselves.