Contextual Marketing will rule in the next decade

Google's announcement to block 3rd party cookies in Chrome has a profound impact on AdTech and how most businesses generate revenue online. Without 3rd-party cookies, we need to utilize 1st party cookies and completely revise and adjust our marketing strategies with the purpose of gathering behavioral data in our 1st party data platform.

The purpose is to gain deep insights into the Customer Journey. Those insights, can in turn, be used to  nudge the Customer Experience by making it more meaningful through Personalization, Personalization drives intention reflected as demand and increases conversions. And that is why you need a Contextual Marketing Platform.

 

What is Contextual Marketing?

Do you need more advice on Digital Experience Platform?
Digital Experience Platform not only improves Customer Experience on your website, but also helps increase conversion rate up to 400%.
redWEB provides many businesses with Digital Experience Platform and help our clients evolve. If you’re adjusting your digital strategy with Digital Experience Platform, we’d love to help.

Why is Contextual Marketing Important?

With contextual marketing, businesses can provide more personalized and relevant content that's targeted at customer needs. Business owners can adjust targeting and retargeting strategies based on the end-to-end perspective of customer interactions across every touchpoint with deep data insights.

Contextual marketing is a unique method of marketing where brands breakthrough by crafting experiences to meet a person in that specific moment of need, and help them accomplish the task at hand. The trust built from that interaction guides the individual to the next stop on their journey, creating motivation and driving demand.

Get a Free Consultation

How to utilise Contextual Marketing

The prospect seems appealing, but how does this "contextual marketing" theory manifest itself?

With the help of the Digital Experience Platform, businesses can utilise 1st-party data, integrate dynamic CTAs and context marketing. 

Most organizations’ websites and applications are currently being built on a content management system to deliver content – including editorials, workflows, reporting, organization, security, and user administration. It’s the foundational software for digital identity, strategy, and engagement.

While a Content Management System (CMS) supports the orchestration and delivery of the content essential to digital experiences, a Digital Experience Platform (DXP) goes beyond this by providing automation and smart delivery across websites and portals, apps and IoT devices, and more. It also provides insight into the reception and result of these experiences with data, analytics.

Starting in 2022, 3rd-party cookies will no longer be supported in the Google Chrome browser. Without third-party cookies, demand generation is going to get a whole lot harder—this update is going to reduce first-touch targeting and retargeting. Yet, 1st-party cookies are still alive so we need to figure out a way to utilize them , and that’s when the DXP comes in. 

A Digital Experience Platform is also regarded as a Contextual Marketing Platform that streamlines engagement and provides the coveted 360-degree view of customers, across channels, and continuously updates in real time, taking the analytics of a CMS to a whole new personalized level.

Developed by redWEB, AESIR is a Digital Experience Platform that empowers brands to leverage their 1st-party data to offer personalized web experiences, increase conversions, and build stronger relationships with their prospective customers.

AESIR is engineered to deliver a personalized experience at scale in real-time across every channel—before, during, and after a sale. As a customer navigates your site, the sequential content guides them through the Customer Journey. Utilizing behavioural indicators and UTM tracking, AESIR uses their past behaviour and data to display personalized content and offer more relevant and convenient experiences to your customers. 

Building a better, more personalized experience and updating user profiles over time helps to reduce your reliance on retargeting to bring customers back. AESIR allows you to gather cross-channel data in one place and provide an end-to-end perspective of customer interactions across every touchpoint with deep data insights. You can integrate the data into Ads channels, fine-tune your personalization tactics and make strategic business decisions that will help increase your conversion rate up to 400% and generate substantial revenue.

Conclusion

It’s time to rethink your CMS. By harnessing the power of AESIR, you can make the most of your first-party data. If you’re adjusting your digital strategy or considering the move from a standard CMS to a Digital Experience Platform, we’d love to help

Get a Free Consultation

Do you need more advice on Digital Experience Platform?

Digital Experience Platform not only improves Customer Experience on your website, but also helps increase conversion rate up to 400%.
redWEB provides many businesses with Digital Experience Platform and help our clients evolve. If you’re adjusting your digital strategy with Digital Experience Platform, we’d love to help.

Contact Me

Ronni K. Gothard Christiansen

CEO

VN (+84) 28 3838 9052 - DK(+45) 23 888 777

ronni@redweb.dk