Providing the Right Information at the Right Time

Providing the Right Information at the Right Time

As a content marketer, you sometimes need to cast a wide net. When writing copy for your company’s website, for example, you’ll be working under the assumption that almost anyone could be a potential customer. And you’ll write your web copy based on that assumption.

At the same time, you realize that not every product is right for every customer, especially when you’re selling financial products. With some campaigns, you know you’ll need to target the right customer with the right information at the right time. And that’s where contextual marketing comes in.

Contextual marketing 2.0

In a nutshell, contextual marketing is a form of personalized marketing that allows you to target specific (current or potential) customers based on how they behave and what they search for online. You know what this looks like. You Google “best boots for Canadian winters” and search through the results. A few minutes later, you log onto Facebook and the ads all seem to be for winter boots.

With the ever-increasing move toward mobile, contextual marketing can go one step further to target the right customer with right information at the right time AND in the right place. You search for winter boots on your mobile, and you start receiving ads for the best deals on boots at stores within a couple of kilometres of where you are at that moment. You might even get a coupon to put toward your purchase, texted right to your phone.

With the ever-increasing move toward mobile, contextual marketing can go one step further to target the right customer with right information at the right time AND in the right place.

Finish Line

Targeted ads are a good example of contextual marketing, but they may not fit with what many content marketers do. So, what does this type of marketing look like within the context of a broader content marketing campaign?

Let’s look at the example of sports retailer Finish Line. The company created a direct-email campaign to announce a big sale at its stores. The announcement included a countdown clock that told customers how much longer the sale would last based on when they opened the email. Every time a customer opened the email, the countdown clock would update itself, making customers aware of the time-sensitive nature of the sale and creating a sense of urgency.

Finish Line also used its customers’ location data and stock information from each store to enhance the sale announcement. In addition to a countdown clock, customers could see a map to the nearest Finish Line location and up-to-date inventory of everything available at that particular store.

The company even took into account what would happen if the email was opened after the sale ended by providing an alternate message of great deals still available at their stores.

Contextual marketing for finance

Some financial services firms are already using contextual marketing with great success. One large retail bank, for example, tracks when a customer uses his or her credit card to make a purchase. The bank then sends the customer information on how to save money on similar purchases next time. One large retail bank, for example, tracks when a customer uses his or her credit card to make a purchase. The bank then sends the customer information on how to save money on similar purchases next time.

By using location data, the bank could also choose to guide customers to the best deals on complementary products. For example, if the customer just bought a new printer, they could be guided toward the best deals on paper or ink refills. The tie-in here is that the bank is giving customers information that will help them successfully manage their credit card debt.

A note of caution: Contextual marketing could feel invasive to some customers. There are plenty of people who use the word “creepy” to describe those Facebook ads that seem to know exactly where they’ve been, when and with whom.

The examples we’ve given here, with Finish Line and the large retail bank, weren’t overly invasive and were well received by customers. But if you plan to use what could be seen as very private personal data to create tailored content, consider allowing customers to opt-in to your marketing program first. And avoid using sensitive information that has become public but that a customer may not want you to have, such as news of a recent divorce.

Yes, it can be a challenge to create tailored information that doesn’t cross a line, but for those who get it right, the payoff is often significant.

Andrew Broadhead
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Andrew Broadhead is Communications Manager at Ext. Marketing Inc., where he creates content that helps financial services firms engage their customers and prospects. Andrew’ ... Click for full bio

Most Read IRIS Articles of the Week: April 24-28

Most Read IRIS Articles of the Week: April 24-28

Here’s a look at the Top 11 Most Viewed Articles of the Week on, April 24-28, 2017 

Click the headline to read the full article.  Enjoy!

1. Implementing a Robo Advisor Strategy

Robo advisors can complement—not threaten—any bank’s business model and improve customer engagement. Regardless of age, income, or gender, 75% of bank customers surveyed by KPMG said they would be likely or somewhat likely to consider a robo advice service from their bank. — Greg Vigrass

2. The Sweetspot of Sales

I’ve had some extremely interesting conversations the last few days. We’ve been discussing sales, sales management, leadership, motivation etc. I am very fortunate to have the opportunity to meet with these inspiring business leaders. One question keeps coming up: Why do you love sales so much? — Tove Zilliacus

3. New ETFs That Reinvent Fixed Income Investing—Without Reinventing the Wheel

We all know the drill: the Fed raises interest rates, and the bond market falls. That’s an important equation to consider now that the decade-long era of historically low interest rates is slowly but surely coming to an end. — Salvatore Bruno

4. Alternative Beta Strategies: Alpha/Beta Separation Comes to Hedge Funds

A quiet revolution is taking place in the alternatives world. The idea of alpha/beta separation has finally made its way from traditional to alternative investing. This development brings with it a more transparent, liquid and cost-effective approach to accessing the “alternative beta” component of hedge fund return and a new means for benchmarking hedge fund managers. — Yazann Romahi

5. Advisors Will Be Extinct in 5 Years Unless…

I’ve had financial advisors for more than 40 years. Not once in those years have I called my advisor to find out what stock/funds I should buy or sell. But I have called to find out where I should get my first mortgage, when to sell my house, or how much income I could get in retirement. — Paulette Filion and Judy Paradi

6. Outsourcing Investment Management: TPAM vs. TAMP

Many financial advisory firms want the silver bullet solution to outsourcing investment management so the focus can be on client interactions and business development. However the jargon in this outsourced space has become very confusing so here is a brief summary of our understanding. — Jennifer Goldman​​​​​​​

7. How Can Financial Planners Save You From America's #1 Killer?

You probably aren’t aware of this, but it’s true: financial planners are heroes. Yep, it's the truth. And when you think of the America's top killer, you might think about smoking, cancer or obesity. Or maybe even a serial killer. — Ronald Sier

8. How to Stay On Clients' Minds

How to effectively stay on your clients’ minds (for all the right reasons), even though they may not see you for months. — Paul Kingsman

9. 20 Reasons Why Your Company Should Do Less Better

Do Less Better practitioners are fanatical about focus and de-complexity; herein lies the secret of their success. Yet, do less better isn’t something most leaders embrace. The seemingly more attractive (and logical) option is to do more and more — John Bell

10. Advisors: Where Should You Start with Content Marketing?

Often advisors ask us, “How should I get started in marketing?” It’s a fair question. They just want to make sure they’re putting their time and resources in the right place. — Jud Mackrill​​​​​​​

11. The 11 Best Steakhouses in the World

Serious carnivores will go to the ends of the earth to seek out a perfectly marbled, expertly seared steak. And so, it seems, will we. We've visited the best butchers in France, reacquainted ourselves with the idea that everything (steaks included) is bigger in Texas, eaten at celebrated parrillas of Argentina, and enjoyed the elegant ambiance of metropolitan steakhouses. — Andrew Harper

Douglas Heikkinen
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IRIS Founder and Producer of Perspective—a personal look at the industry, and notables who share what they’ve learned, regretted, won, lost and what continues to ... Click for full bio