Businesses have long known the importance of contextual relevance in providing a great customer experience.
In the brick-and-mortar days, this meant being aware of what was going on in the customer’s life and what they might need help with.
In the digital age, it means understanding how customers are interacting with your brand online and providing them with relevant content and experiences across all channels.
Here we’ll take a closer look at why contextual relevancy is so important, and some ways to ensure your business is delivering an excellent digital customer experience.
What Is Contextual Relevance
When it comes to marketing, contextual relevance is key.
Contextual relevancy is all about making sure that your marketing material is relevant to the specific situation that your audience is in. In other words, it’s about making sure that your message is targeted and tailored to meet the needs of your audience at that particular moment.
Contextual relevance is understanding how your content fits within the greater context of your customer’s journey. It’s about creating content that is not only relevant to your audience, but also timely and useful.
There are a number of different factors that can influence the level of contextual relevancy for your marketing material.
- One of the most important factors is timing. Timing is everything when it comes to marketing, and if you’re not timing your messages correctly, then you’re not going to be very successful in reaching your target audience.
- Another important factor is location. If you’re targeting a local audience, it’s important to ensure that your marketing material is relevant to their specific location.
- Finally, another factor that can influence the level of contextual relevancy for your marketing material is personalization. If you’re using generic content, it will not be very relevant to your specific audience. However, if you’re using targeted and tailored content, you can be sure your message will be much more relevant to your target audience.
When it comes to contextual relevancy, it’s important to remember that it’s not just about making sure that your message is relevant to your audience at that particular moment. It’s also about making sure that your message is timely and accurate. After all, if your message is relevant but not accurate, then it will not be very effective in reaching your target audience.
Why Is Contextual Relevance Important in the Digital Customer Experience
Contextual relevance is important in the digital customer experience for a number of reasons.
- First, it helps ensure that customers are seeing the most relevant and targeted content possible. This is especially important given the vast amount of information and choices available online. By being relevant and targeted, businesses can reduce the likelihood of customers feeling overwhelmed or becoming frustrated with their experience.
- Second, contextual relevance can help improve conversion rates by making it more likely that customers will see content that is relevant to their needs and interests. This is because relevant content is more likely to capture attention and encourage engagement than irrelevant content.
- Finally, contextual relevance can also help build trust and credibility with customers. When customers see that businesses are able to provide them with relevant and targeted content, they are more likely to trust and respect the business. This can lead to repeat business and long-term customer loyalty.
Overall, contextual relevance is an important factor to consider in the digital customer experience. By ensuring that customers see relevant and targeted content, businesses can improve conversion rates, build trust and credibility, and create a more positive overall experience for their customers.