Marketing

How to Convert Big in Real-Time With Context

The appropriate interpretation of your message is the juice to conversational marketing. If for any reason your context lacks clarity, your message is dead on arrival.

How do you feel when you are searching for a particular product online and what you purchased some time ago keeps popping up or when something you have said results in stares or blank looks? You are completely pissed of. Both the customer and the brand are out of context, they are not operating on the same frequency.

Advancement in technology has ensured that customers’ attention spans and patience are pruned down, they are more interested in their needs. For you to score big with your customers you need messages that resonate with them.

The context apart from being comprehensible must be personalized for more conversions and ultimate sales. The message must deliver value to your target customer in real-time.


There must be clarity at both ends which exactly is what conversational marketing prides in achieving. It’s practically impossible for you to send a message that will resonate to a customer you don’t know.

The context will certainly be awry. There will be total confusion, no trust, and no understanding since you and the customer are operating from different poles. Friction and antagonism will set in.

If on the other hand, the context of your message is understood by your customer, you have gained for yourself a brand advocate. Inasmuch as it’s critical for brands to reach their customers in the right target context, identifying that context though, not rocket science, however, it’s also neither a matter of intuition.

There is the absolute need to carry out tests based on the information you have about your customers rather than assume, in which context your message will be best received. It could be when your customer is in a joyful mood or a sad one; composed or inattentive; in a gathering or alone.

Customers are no more going for one-fix-for-all messages, Forbes reports that the biggest global advertising boycott is in the offing with 615 billion devices adopting ad-blocking software. Also, it’s expected that by 2020, this boycott will cost companies a staggering $12 billion in ad revenue.

In order not to be hit by the “earthquake” that is brewing, you need to quickly position your brand as a context is a king prone. The following tips will help you convert big in real-time.

1. Discovering your customers’ native experience

Information about your customers can be easily accessed from different data sources and this will arm you to find out about their native experience.  You will be able to discover the networks your customers are already looking with the view to building a relationship within the native context of the experience.

Native experiences will enhance a level of context that advertising can never achieve, indicators prove that they are a surefire tonic to success for many recent breakout businesses. While setting out to gather your data on customers, it will amount to sheer foolishness if you assume because of its copious availability anything goes.

Your data is only valuable insofar as you can use it, refrain from the idea of big data and cultivate intelligent data. For this reason, you need to keep your data collection efforts narrowly targeted towards those audiences most receptive towards your products and services.

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2. Harping on individual experience

In the realm of context, individual experience is very personal and this you can achieve by putting in place steps to scale personalize. The lead-capture forms on your website should be jettisoned and replaced with AI chatbots.

AI chatbots are able to provide assistance for basic queries by responding differently to different types of visitors, such as resetting passwords and updating personal information. It’s able to deliver a specific content offer to a known site visitor fast and in real-time.

In some cases, it offers to connect the visitor with the proper employee to have an instant conversation. The application of this personalized approach was found to have brought about the conversion of more than 4,000 new leads and influenced more than $1 million of sales.

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3. Passionate calls-to-action (CTA)

When it was all about strict advertising, marketers operated in a world where connections were limited, data was scanty, secrecy was the order of the day, and customers were being offered only their basic expectations. All these have changed radically and customers demand instant and on the spot attention.

With context in the forefront, the marketing landscape has become passionate, dynamic, and hyperconnected. With the plethora of information resulting from the free flow of data, you can actually surface a passionate CTA that automatically aligns with the visitor’s stage in the sales cycle

The bottom line is that consumers don’t buy products anymore, they buy experiences. While advertising can create better messages, it’s ill-equipped to creating a better experience.

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Brands that prioritize context will have a significant advantage in converting big in real-time.

Photo Credit: mikecogh Flickr via Compfight cc

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About John Ejiofor

John Ejiofor is a curious life-researcher, whose quest to finding answers to life's pertinent questions has led to founding Nature Torch. This blog aims to debate and explore many questions about our earth -- including those a lot of people are uncomfortable with asking. He has been published on some of the internet's most respected websites, which you can find online.
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