Improving and innovating business performance is what we’re passionate about, and in our daily practice we come across many great and inspiring examples.
40% of the companies that exist today will not exist in a meaningful way in 10 years. Only customer-obsessed companies will survive. These are bold statements. Whether it really will be this extreme, we will see in 10 years. However, it is safe to say there is some truth in them.
What is going on?
We live in an era where more and more brands are competing for consumers’ decreasing attention span; where there is no time to sit back and watch if ‘mobile first’ really is the way to go; where icon retailers face bankruptcy while startups gain millions of customers within days. Marketers need to step up their game and act quickly.
Klaus Schwab, Founder & Executive Chairman of the WEF
To stand a chance, marketers must pull out all the stops to get consumers’ attention. But how? Attention is created through relevancy. So be relevant.
Again; but how?
The answer is context marketing. Context marketing is the art and science of providing the right content to the right customers at just the right moment. Timing is key. Where content marketing focuses on providing useful, interesting, or educational information to engage a customer, context marketing goes beyond that, by providing this content at the exact right time to create a personalized experience. A great example of a company who has mastered the art of context marketing is KLM.
Why is timing so important?
If your timing is off, your message will lose its relevancy and will, therefore, be less effective. So when you target your customer with a barbecue when he just bought one from you, he won’t be interested. Instead, it would be much more relevant to him if you present him a product that complements the barbecue, like charcoal or barbecue accessories. Also, make sure you present these options when the weather is (expected to be) hot and sunny. Because no one wants to barbecue when it’s raining. Again, timing is key.
Where to start with Context Marketing?
First, create buyer personas that dig deeper than you have done before. Next to the commonly collected demographic and location data, add the characteristics and interests of your target customer. This enables you to uncover his true emotions that drive his needs, spark his interests and influence his decisions. Second, map your customer journey to find the touch points where your audience engages with your brand. These touch points should define your choice of your media channels, content, tactics and design. Once you know your personas and customer journeys, you can use new incoming data to find opportunities to influence how consumers engage with your brand across their journeys.
How to apply these new insights?
Transform the customer experience by doing the following:
Think of context marketing as an evolutionary step toward more focused, timely and effective marketing. It requires a mindset shift, but once you managed to do that you will be able to create more meaningful experiences for your customers.
 Mark Wheeler, VP of Marketing at Sitecore
 Thomas Husson, senior Analyst, Forrester Research
Carlijn carried out various market analyses and she focused on digital marketing, communications and customer interaction.
Her analytical skills and attention to detail sharpen the cases within their areas of interest positioning and proposition development.
Accra, formerly known as the ‘gold coast’, is the capital of Ghana, the fastest growing economy in Africa. Accra is an oasis for organisations doing business in Western Africa. Being literally one of the hottest places on the continent, it provides a politically stable environment and ample growing opportunity. In addition, it is protected and supported by the strong ties with China and Europe. Accra is an oasis in the hot desert to settle, and functions as hub to enter other West African countries.
Made in China
The Chinese government has shown particular interest in Accra. In an attempt to develop Accra’s economy and benefit from its growth, the Chinese government invested in various projects in infrastructure, education and remarkably enough the presidential home. The presidential home might remind people of a Chinese restaurant but it actually resembles the traditional Ghanaian stool.
Accra quickly transformed from being an underdeveloped city to the leader in technological adoptions. Accra is getting ahead of western cities by leapfrogging in technology. It has instant adoption of 4G and e-wallets while London is still holding on to the landlines and coins. This creates a whole new societal group; the world class Accra citizen. Consumers demand global brands and migrate to Accra attracted by the fast moving global lifestyle. They expect on-demand services and seek status in these services. Being a world class citizen in Accra creates high status and will be shown.
Gateway to Africa
Accra has a unique trade position due to its interim economic partnership agreement with the EU and the ECOWAS membership, plus its special ties to the Netherlands with the double tax treaty. Ghanaian organisations benefit by being able to trade goods with the EU under reduced boundaries, while European organisations can use Ghana as their local base to enter less stable West African Countries using the ECOWAS agreement. Being surrounded by large markets with potential for western organisations, Accra has gained a unique position as the gateway to West African countries.
Leveraging the resources
Even though Ghana is the fastest growing and most peaceful African economy, with strong ties with China and Europe and a position as the gateway to West Africa, Accra still has some difficulties to overcome . The highly unstable local currency (Cedi) makes international trade difficult and business for western companies in Accra uncertain. Especially the luxury segment does not seem to grow to its potential. The recently opened shopping malls in Accra, have not yet captured the full attention of global brands and the world class citizens of Accra.