This document provides an overview of contextual marketing strategies for Redfin. It discusses how Redfin can improve customer acquisition, loyalty, and conversion by leveraging customer data and behaviors to personalize marketing messages based on factors like location and weather. The presentation evaluates Redfin's current capabilities and provides examples of contextual email campaigns involving welcome messages, abandoned cart reminders, and weather-based conversations. It emphasizes testing campaigns and optimizing use of customer data to deliver more appropriate, coordinated, and personalized interactions.
StrongView Webinar: The A,B,C's of Contextual Marketing
1. Proprietary and Confidential | 1
HEADLINE EXAMPLE
Katrina Conn, VP of Marketing Services
Lisa Taylor, Marketing Manager, Redfin
THE ABC’S OF CONTEXTUAL
MARKETING
STRONGVIEW & REDFIN
5. #svdata
Beginner
Novice
Follower
Leader
Present Tense Marketer
No Personalization
Batch Campaigns
Basic Segmentation &
Personalization
Campaigns with Simple Attributes
Lifecycle Marketing
Automated/ Triggered
Programs
Real-Time Cross Channel
Marketing
Cross-Channel Event Driven
State Aware – Contextual Marketing
Based on Customer Profile, Interaction, and External data
LowModerateHigh
Value
Digital Marketing Evolution
Maturity
6. Proprietary and Confidential | 6
10 10 8 9 9 46
Your Present Tense Marketing Opportunity
Acquisition &
Revenue: 10/20
Maximize subscriber
acquisition and customer
conversion via digital
channels
Context: 10/20
How are you leveraging
data to understand
customer state and
personalize based of this
context
Data: 8/20
Identify Data available for
testing, lifecycle &
personalization of
messaging
Efficiency: 9/20
Automation of the
Customer Journey
messaging/Lifecycle
programs – Testing
automation
Cross-Channel: 9/20
Biggest area of opportunity to
incorporate & Orchastrate Cross-
channel approach into Customer
Experience and lifecycle
messaging
Your Present Tense Marketing
Potential
Your Score Today (59/100)
7. Proprietary and Confidential | 7
Context Improves Digital Marketing
Appropriate for the current context
Blend Behavior, intent and need into context
Coordinated with other interactions
USING the ABC’s of CONTEXT
35. Proprietary and Confidential | 35
Contextual Marketing ABC’s
Context Customer
Data
Personalized
Interactions
ABC’s of Context
Use what you know about your subscribers or
customers current state to:
Always Be Appropriate for the current context
Blend Behavior, intent and need into context
Coordinate with other interactions
36. Proprietary and Confidential | 36
HEADLINE EXAMPLE
Proprietary and Confidential | 36
QUESTIONS
Follow & Contact Your Presenters:
Katrina Conn: @KatrinaConn
Lisa Taylor: lisa.taylor@redfin.com
Learn How Present Tense your Marketing is:
www.presenttensemarketing.com
StrongView Contact Info:
Customers: Contact your account manager
Non-customers:
Toll Free: (800) 971-0380
Intl: (650) 421-4255
Email: info@strongview.com