Customer Experience Management (CEM)

Beyond Personalisation: The Challenges of Contextual Marketing

Provided by SAP

Category Customer Experience Management (CEM)

Type White Paper

Length 15

Publish Date July 20 2015

Date posted September 17 2015

Overview

Marketers have access to more information about customers and prospects than ever before, and more ways to reach them. Some companies are using this information to tailor marketing messages not just to an individual’s preferences and personality but to the precise context they find themselves in at any given time.  This Economist Intelligence Unit paper from SAP examines the challenges associated with the practice of contextual marketing.

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