CONTEXT STRENGTHS YOUR CONTENT: the best communication hint!
“Le contexte c’est plus fort que le concept” (McSolaar – La Belle et le Bad Boy) – that is maybe the first French sentence I’ve ever learned after “Bonjour, comment ça va?” and “Je t’aime”. This sentence made me think a lot, and I am not talking about the “Je t’aime”!
Nowadays, people are thinking differently, changing differently and consuming information differently. The way people communicate is not the same as it was just few years ago. Social media and mobile have completely changed the way we meet new people, the way we talk between us, the way we start friendships and relationships. There is a factor that is not really underlined: the time to consume information. Let’s go straight to the point with an example. In the past, to know a bit more about what was happening in your country, you had three options:
Buy a newspaper between 7 a.m. and 7 p.m.
Watch (or listen to) the news on TV (or radio) at lunch or dinner
Go to a bar or café and talk with your friends
Now? We have thousands of options. Customised. Whenever we want. Whatever format we want. Wherever we want. There is no longer a culture of appointed times and places. It is the culture of multiple sources in multiple times.
The question is – is there any consequence on a communication point of view? There is one that is worth to keep in mind: the context. This element can actually make the difference between a good communication and an excellent one.
What is really the “context”?
Firstly, it is not only about a personal and professional environment. That would be limitative. Here is context at a glance.
The context at the very end is the “where, how and who”: these factors influence the consumers in engaging with content nowadays. Context drives our choices. If I see a shop window with a stunning bikini in April in Brussels, that would rather drives my stress rather that my decision to purchase. At the same time, if I see a cute umbrella, in the same period and same city, I would probably go for it.
Context is very much indeed the missing piece in many of communication strategies. That is the reason why context marketing can really make the difference. This is how I would like to define “context marketing” – a form of communications, which is fully taking into account all the circumstances that might influence the customers’ decision to purchase.
How could you strategise context in your communication strategy?
Targeting the content taking into account the context is mandatory nowadays. It drives choices. Content must be on the same page as the consumer journey. This is a very difficult point on a strategy level, as the exercise must be to make “context” a variable in your strategic planning. It is a question to get used to it – it must become automatic.
Here are five tips to start considering “context” as a proper factor in your day-by-day business activities!
Purpose – this is an elementary step for you to start using! You start to ask yourself what the event requires. What is the purpose of this social media post/ marketing campaign? What does it require to be highlighted and stand up?
Habits – you need to take into account your audience’s habits. You need to have sparkling clear why you choose a certain target and what are the problems they are facing. Where are your targets? Are they using technology? What devices are they using? How they like to consume information? What they think about trust?
Data – you need to go beyond the “thanks-for-your-purchase” or “thank-you-for-choosing-us” mentality. Ask why. Do you have a full over view of each customer decision? Why are they buying or why are they your members? These are valuable insights that help you make the status of your “contextualisation” and give you the opportunity to improve.
Time – please to take into account the “when” factor. This is the right moment when the context is favouring the meeting between your communication and your audience. When are you planning to organise the event? When is your audience available? When is the best moment for you to ask for feedback?
Value – never forget the power of creating added-value. The main question – is your marketing program providing value? The context is strictly related to context. Here you can have a look at our value-driven marketing article to have a better idea.
Check our ISSF's Book of Applications, realised both printed and digital for ISSF (International Stainless Steel Forum) special 20 years in Helsinki. They fully understood the fact that this event was requiring a milestone, a gift that they decided to be a very sophisticated coffee table book.
Now is your turn! Do you agree about the importance of the context? Do you want to implement it in your strategy? Let us know!
by Chiara Lamacchia