While the potential of context marketing is promising, advertisers need to understand more about how data is collected. DXPs like Sitecore, Acquia, and AEM not only facilitate data collection for advertisers but also find creative ways to put the data to work.
Sitecore has an architecture that enables integrated data collection. Marketers can gather data from different points of contact like email, browsing, mobile apps, and so on. If you own many brands across the globe, you can gather information into one system across all channels. This provides the opportunity to present a better offer to someone with offline capabilities.
These tools can also be used to gather information about all website visits, design and run A/B tests, as well as mark pages with values. This follows the logic that if someone visited a certain page, it is likely they are interested in a specific type of product or service. As such, the tools can prepare a personalized messages for users like, “Would you like to know more about page A vs. page B?”
While the tools and resources available for context marketing are here, the challenge for businesses and marketers becomes how to best leverage the tools at their disposal. No one dismisses the value that context marketing creates, but we’re just scratching the surface when it comes to realizing the full potential of these powerful tools.