Ch 10 Contextual Marketing.pptx kotler 5 marketing

summary of ch 10 in kotler

1. Mohamed Soliman Contextual Marketing: Making a Personalized Sense-and-Respond Experience Dr Talaat Assad

2. Introduction Personalizing Marketing Experiences

3. Personalized Experience Levels Immersive Marketing Interactive Marketing Informative Marketing

4. Advanced Technologies Facial Recognition : Identifies individuals and their emotional states for personalized marketing. Eye-Tracking : Analyzes where people look to understand engagement. Example: Palace Resorts uses eye tracking for customized resort recommendations. Voice Analysis : Detects emotions in speech to adjust customer service approaches. Example: Humana uses voice analysis to coach call center agents. Mood Detection : Monitors passenger mood on flights to improve comfort. Example: British Airways' mood-sensing blankets.

5. Building Smart Sensing Infrastructure How to deliver tailored marketing experiences ? What is needed ? Proximity Sensors/Beacons Facial Recognition Emotion Detection

6. Case Study: Walgreens Smart Coolers Combination of cameras, sensors, and digital screens Predicts age and gender (no facial recognition for privacy) Displays personalized ads and recommendations Tracks shopper behavior and effectiveness Increased store traffic and sales Revenue from ads Flexible pricing and promotions Real-time data on product performance

7. Future of Contextual Marketing Idea 01 Idea 02 Idea 03 Increased use of IoT and AI for personalized marketing Seamless integration of physical and digital experiences Emerging technologies in emotional and biometric sensing

8. Future of Contextual Marketing Thank You!