Entities of Contextual Communication – Commerce Perspective

Bidirectional transfer of information between two parties is called Contextual Communication. Both sides doing the communication should be aware of the relational, environmental and cultural context of the exchange. Businesses can benefit from the application of contextual communication in their organization. The advantages reaped from executing contextual communication are long term.

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Visual Context

Visual makes up 60% of the customer’s view about a service or a product.  This is the reason why companies try to use powerful visual contents to attract customers. It goes more than just the colors or the design, every element of the visual content should have a purpose. Imagine Amsterdam canal tour with lots of detours, it would be utterly confusing. It is not enough to make a visual content appealing but also relatable and comprehensible, if not, make it interesting.

Physical Context

communicatePhysical context can be translated as the “gatherers”. It is where the information will be processed into data that both parties would understand. When we are talking to someone face-to-face in dinner cruise Amsterdam, we could use their facial expression, the movement of their hands, and the directness of their eyes to determine, how engaged they are in the conversation. If we’ll translate this on digital perspective, the physical context could be the emoticons used to react, how long they stayed on the page before browsing on the next one or did they take action after?

Social Context

This phase dictates whether the communication is successful. Social context has different meanings and representation depending on what perspective it is being used. For example, customers that contacted online shops like lazada and zalora due to shipping issues.  They could use many platforms in contacting the sellers. It could be Facebook, by phone, or SMS. The sellers could imply some behavioral patterns of the customers based on the medium they used to communicate. The social context could also be the customer’s response towards the service or product.