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Marketing to Become Contextually Relevant

December 12, 2017
By Paula Bernier - Executive Editor, TMC

Marketing, in recent years, has become less art and more science. Indeed, the area of marketing automation has taken off in a big way. That has enabled businesses far and wide to automate marketing campaigns and to become more sophisticated in how and when they promote their products and services.

This has given rise to a whole new industry, which is now referred to as MarTech. And it’s enabled businesses to use context to customize marketing deliverables.

Marketo (News - Alert), Pardot, Eloqua,, ContactPigeon, Pica9, Renderforest, Bremy, and iContact are among the MarTech leaders, a December blog by NGDATA points out.

And Pegasystems (News - Alert) Inc. explains how real-time marketing solutions can add value. It says they allow organizations to take “the most contextually relevant action for a prospect or customer at the moment they are engaging with you.” And that, Pega says, requires businesses to be able to leverage updated customer information and behaviors the instant they become available; to adjust marketing offers in response to new data; and to execute next best offers in any channel.

Transparency Market Research has come out with a report about the real-time marketing software market. The company declined to provide any hard data or forecasts from the report to me when I called them this morning. But in promoting the study it talks about how this type of software “helps to identify an optimal or appropriate approach for a customer at a particular place and time.”

The research firm added “It is a type of inbound marketing and market research which is the most suitable offer for a given sales opportunity, reversing the traditional marketing which tries to acquire suitable customers for a given preexisting offer. The dynamic, real-time decision making behind an offer aims to exploit a given customer communication, which is defined by verbal contact centre conversations or website clicks.”

Edited by Mandi Nowitz

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