Contextual marketing has changed the rules for digital marketers. Its applications have seen rapid growth in recent years and have been gaining momentum since then.
Contextual marketing has redefined online omnichannel marketing, incorporating more personalized experience into customer journeys.
Technologies, especially the internet and the general use of mobile devices, play a significant role in the emergence of new marketing, advertising, and promotion approaches. Context marketing is one of these relatively new approaches.
Essentially, its objective is to help your business or brand promote products or services to prospective consumers interested in them and most likely to make a purchase or subscribe.
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What is Contextual Marketing?
Contextual marketing is a more targeted type of conversion marketing. It considers keywords, widely used search words, and webpage contents, using them to automate and influence algorithm processing.
Context marketing is a robust strategy that gathers user data to assist with how targeted advertisements are curated. It is a marketing approach that provides your enterprise and brand with opportunities to create and run promotional campaigns based on consumer-related data. This information is retrieved via a user’s internet-browsing activities, search history, and previously viewed ads.
There are various avenues through which promotional campaigns are displayed. The more prominent ones are:
- Search engines
- Social media platforms
- Brand websites
- Mobile applications
How Does Context Marketing Work?
Strategic contextual marketing aims to engage your target audience with personalized, contextual content such as social media or blog posts that spark conversations, create a meaningful experience, and leave a mark on your prospective market.
Contextual content should add value to a buyer’s consumer journey, inspiring them to engage and interact. It should capture and maintain their attention, inviting them to stay on your website or social media page for longer. The end in mind is to have them make a purchase.
This starts with understanding what your client base wants or needs through user research, brand research, and quick, engaging value-adding surveys. You should identify the following in your research:
- Digital media and platforms your target audiences use
- Their pain points
- The time when they are usually online
As a form of on-demand marketing, contextual marketing formulates the right messages at the perfect time. It would help if you considered the following when you are crafting your contextual content:
- Events, holidays, and other celebrations
- Educational resources
- Informative subjects
- Interesting topics
- Good humor
Best Practices for Excellent Contextual Marketing Campaigns
When personalizing their promotions and other advertising initiatives, marketing professionals turn to context marketing. It is the form of marketing that requires you to put more effort and thought into every contextual content you publish.
Use of Social Polls or Surveys
It is a superb way to launch a marketing campaign by starting with knowing what your audience wants to see, and what better manner to determine this than by actually seeking their thoughts and input. Whether your questions are open-ended, offer a drag and drop experience, or require one click to choose from multiple options or possibly a “yes” or a “no,” asking the opinion of your consumer base also shows that you care about what they have to say.
In addition, this type of contextual content, when done right, is well-received. Plus, people usually participate in these interactive online activities because they generally want to be heard.
Offering Referral Incentives
Back in the day, businesses used to primarily brand awareness. It still is effective nowadays, only this time, it is infused with a digital twist.
Offer great-value deals such as significant discounts, vouchers, and other referral bonuses to your clients who participate and act on your campaigns. Acknowledge their efforts and willingness to share and invite friends to join through a streamlined referral marketing program. Make sure it is easy and convenient for them to follow and execute.
Contextual marketing plans and projects prove to be more effective, relevant, and relatable when you pattern them according to what people are watching out for.
Build your promotional campaigns around current events and the latest news in your industry. This is a way to guarantee that your audiences will join in and jump on the bandwagon. It also conveys your awareness of the most recent marketing trends, and those popular celebrations matter to your business.
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What Makes for a Great Contextual Content?
As a critical area of your contextual market research, you should determine the type of message you should put out there and convey to your target audiences. You should focus on brand recognition, capturing and maintaining the interest and attention of online buyers, and contextual relevance.
Reach out to your target purchasers with the right messages that prioritize them, address their problems, and resonate with them.
Instead of overtly selling your products or services, communicating with your audience is deemed more effective. Get into a meaningful conversation with them through an interactive experience with your content. Provide them with contextual content that they are willing to consume because it is relevant and relatable.
Bring in as much creativity into your contextual content.
Optimize your contextual marketing collaterals with delightful, stunning graphics and short videos that evoke positive emotions. Instead of depending on plain text alone, invest time and effort worth likes, comments, and social shares.
Use only one-of-a-kind visual content. Moreover, actual photographs make for excellent contextual content, too.
User-generated contents are another route that you can take. It is a way of showing appreciation for and speaking with your audiences and other online users. After all, they find the time to take a snap of your products, post them, and tag or mention your brand. Reciprocate the action and showcase genuine gratitude by acknowledging their unique contents that, in more ways than one, also promote your business and spread the word about it.
Craft your CTAs in such a way that they are so inviting, so much so that readers and buyers would not be able to help but click on and act on them.
You can tailor your call-to-action according to your audience’s location, previous online activities, interests, and profession.
Identifying their current position in the sales funnel is also a clever aspect to consider. Find out if they are new buyers who are far up the sales funnel and may require more persuasion. Learn if they are returning buyers who may either be excited or reluctant for a repurchase. Know if they are already your brand loyalists or advocates looking for new offerings from your company.
Benefits of Contextual Marketing
Contextual advertising is crucial and more relevant than it has ever been. Proper and effective execution of the approach puts your brand at a significant advantage and gives you a greater edge over your competition on the market.
Enhanced Customer Satisfaction and Overall Consumer Journey
Owing to its non-distracting and non-disruptive nature, this marketing strategy does not involve random popup ads that tend to annoy audiences and interrupt their supposedly seamless browsing. Instead, context marketing displays the most relevant ads to users and their searches.
It determines a potential purchaser’s pain points. Contextual content sends the correct messaging at the right time, offering to resolve their problems and meet their expectations and demands in the process.
Increased Brand Visibility
It is a marketing method that allows your promotional activities and initiatives to reach your targeted demographic. With tailored contextual content as part of your marketing efforts, your products and service offerings —are shown more to consumers pre-selected via algorithmic calculations.
More Valuable Engagement
This type of marketing utilizes advanced, more focused behavioral targeting, following a user’s online behavior and consequently influencing their purchase decisions.
Targeted traffic ranks your website better on search engines and converts them into loyalists or brand advocates.
Implementing contextual marketing is not demanding and does not require substantial financial investment from you. Most tools you need to launch context marketing projects successfully are readily available at a cost within your means. This vital aspect sets context marketing apart from traditional mass-targeted commercials on TV.
You can rely on analytics that usually comes built-in and integrated into your website and social media apps. Make the most out of information such as your engagement and reach for the day, the week, or the month. It can also include the location of your audience and gender information presented in percentage. You can then create your upcoming content based on these data.
Greater Profitability, Sales, and Revenues
Since context marketing follows the logic of leads and behavioral factors, it helps boost the chances of your promotions to convert and result in a sale. With higher viewer-to-sale conversion rates, your sales numbers also go higher.
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It's Here to Stay: What's Next for Contextual Marketing?
Marketing experts and content strategists foresee the continuous rise of contextual marketing.
Because context marketing is targeted, data-driven, and consumer-focused, it is the perfect response to regulating and moderating the promotional ads displayed as online users browse through their web pages and socials on the go.
It is accurate, narrowed-down, and more exclusive. Likewise, that form of marketing showcases how you value speaking with your clients.
Context marketing evolves with the technologies that propel it, so you must find more creative and unique strategies to reach more audiences, catch their attention, and hold on to it.
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