The Planning A Contextual Marketing Strategy That Wins Customers

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In marketing, the direct goal is to send the right message to the right people at the right time using the right channel. This is what “marketing context” is all about.

The four Ps of traditional marketing (price, placement, promotion, and product) need to be shaken up and contextualized according to the particular needs, wants, and circumstances of your customers.

This online marketing strategy provides targeted advertising based on users' recent web-browsing activity. Every time a user clicks on an ad or carries out a search, or reads an article online, a third-party cookie tracks the activity and maintains a behavioral profile for marketing purposes.

Contextual marketing enhances the overall customer experience by providing data-driven content that is personalized to an individual’s situation and needs.

Engaging content delivered via the platform that your target audience is using helps cultivate more meaningful relationships.

What Is Contextual Marketing?

Contextual marketing is a strategy to display advertisements to users based on their searched keywords or recent online activity.

The Planning A Contextual Marketing Strategy That Wins Customers

It is applicable on websites and other media, including mobile browser content. Several linguistic factors control the advertising media, such as what a user is currently looking at and recent browsing history. Contextual marketing employs automated programs to decide which ads will attract the target audience.

For example, a customer performs an Internet search for commuter cars and fuel efficiency. Afterward, they check their daily news website and the ads which show up alongside the news are for hybrid cars.

The customer, already thinking about saving fuel on their commute, clicks on the ad to check out the latest hybrids.

How does Contextual Marketing work?

Contextual Marketing works on the user’s browsing activity and the search terms they are using. In Contextual Marketing, marketers create content through their browsing activity and the user’s searched keywords.

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When the user sees the ad for the same products or services on any irrelevant websites which are searched earlier for any products or services on other websites. It may seem like pure coincidence and people attract more to those products and services.

However, when people search for the product or service, click on an ad, or read an article related to the product, cookies are stored on your browser which is used to know people’s behavior as a consumer and is used for marketing purposes.

How is a contextual marketing campaign developed?

Online advertising typically involves three components: the creation of the ad, planning where the ad is to be run, and arranging how the ad is paid for.

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Contextual marketing replaces the middle step; instead of advertisers deciding which websites should host their ads, the computer software enables the ad to be placed across thousands of websites and triggered by users’ keyword searches and other online activity.

This makes the choice and development of contextual advertising software particularly important, as no computer program is as capable as a real person at identifying appropriate context. As a result, sometimes embarrassing errors can result.

contextual marketing campaigns will use more than just search terms and browsing behavior. They should be considering not only the context of words, but also location, purpose, and mobility.

Someone at home will find different advertisements relevant than the same person at work. Someone checking Facebook is probably in a social mindset and would find ads regarding social events and food more relevant than they would have an hour earlier when they were checking their stocks.

Benefits of Contextual Marketing

Cost-Effective

Implementing contextual marketing doesn’t require a huge investment. To build on the context of your communications, you just need to have the right data.

This means setting up customer data collection and retrieval via a CRM tool. You’ve got a range of choices when it comes to selecting the best fit for your business. There are even CRM options for small businesses on restrictive budgets.

Targeted Traffic

Contextual marketing uses advanced behavioral targeting. By focusing on specific behavior and demographic, you can target your prospects right when they’re about to make a purchase decision.

This also enables you to place your brand front and center at optimal times to encourage brand awareness, recall, and engagement.

Enhanced Customer Experience and Satisfaction

Wouldn’t you be awed if a solution to your problem magically presented itself to you? Because contextual marketing is highly personalized, the marketing message that gets sent to a consumer is properly timed and strategically positioned. Customers don’t need to be bombarded with marketing messages they don’t want or need. You simply send the message they need at the time they need it.

By improving the context of your marketing campaign, you ensure that each prospect or customer is attended to properly. When customers feel like more than just another sale, trust is built and they become more confident about your brand.

Increased Customer Engagement

The goal of contextual marketing is to create interactions with consumers by anticipating their needs. This provides an avenue for engagement. Not only do you get to place your brand in front of the customer, but also encourage active participation in your brand’s communications.

The more you can engage with your customers, the better your chances of retention and converting them into brand advocates.

Non-Disruptive to Consumers and Audiences

Nobody likes being interrupted from their daily chores, routine, or work. Now imagine this:

It’s summer. Your old AC unit has finally breathed its last breath. It’s scorching hot. So, you complain about the heat on social media.

Suddenly, a banner image appears on your computer with a discount coupon for air conditioning units. Of course, you check it out. If it’s a great deal, you won’t let it pass. You’ll be extremely likely to take the next step.

With contextual marketing, you won’t see the offering as an ad. You’ll think of it as a solution to your problem.

More Sales and Revenue

Because the advertisements you’re posting are specifically targeted, personalized, and strategically positioned at the time that your customer is about to purchase, conversion rates will be higher, and your sales figures will increase. This is much more effective than large-scale, traditional, mass-marketing efforts that target the general public rather than a specific niche.

How to Create Contextually Relevant Content?

The data must be timely, relevant, and authoritative to create informative contextual content. Whether it's an ad or a video, or even an interactive quiz, you must follow the same process to deliver the message out into the world. Here are a few steps that can help you create contextually relevant content.

Define Your audience

Defining your audience is a crucial part of beginning contextual marketing. Many brands analyze their audience incorrectly, which ends their contextual content doomed.

Analyzing the audience, area-wise or state-wise, can help you reach a target audience who can purchase your product or submit a request to avail the same. You have to choose the segments carefully based on what you're trying to achieve or which audience you're targeting.

Decide the Channel

Contextual marketing campaigns begin when you digitize your content. Using social media, such as Facebook, TikTok, Instagram, and others, has proven effective in reaching the goals set by various brands when it comes to contextual marketing.

Your message should be clear, unique, and easy to understand so that the buyer reaches out to your product without any hesitation.

Select the Right Format

Selecting the right format, like quiz, video, ad, post, or any other form, will help you interact with the audience at the right time and in the right way. Decide whether you want to reach a smaller audience or a wider one. If wider, then how much wider. Answering these questions can set a great platform for your digital marketing.

Create the Content - Keep the Constraints at Bay

You have to ensure you create content covering a larger audience worldwide. For instance, your content is made for people living in Scandinavian countries.

Will that work for African people?

Keeping constraints at bay will lend your support to creating an extended vision for your brand. Structure the contextual content, even the word choice matters, set a different tone, and adopt the key factor - marketing.

Track Results

Your work is not done unless you track the results. Working on constant feedback will help your brand grow in emerging markets. As soon as you publish your content, check how widely it reached, did it satisfy your set goals, and how well the launch went. If changes are required - minor or major, work on them effectively.

The Importance of Buyer Persona Segmentation

Buyer persona segmentation allows you to segment your target audience into various groups. The audience is bifurcated into segments based on several factors, such as age, job details, attitude, background, buying process, and pain points. You can conduct surveys, online polls, or even collect data from previous sales to identify your brand's buyer persona.

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Visualize your buyer persona to remind you which regions of your contextual marketing are impacted and what content you need to deliver.

There is no set target for having buyer personas. As long as you can create an effective marketing strategy working for your brand, the number of buyer personas does not matter. Buyer personas are important in decision-making and selecting the right criteria to make your work reach new heights.

Contextual vs. Behavioral Advertising

The key difference between contextual and behavioral advertising is how you can target the audience and reach out to them. Behavioral marketing collects user data from past online actions across the web. In that, marketers target a campaign based on consumers' online behavior.

However, this is not the case in contextual advertising. Contextual ads reach the regularly active audience by using the context of a publisher, such as newsletters, apps, websites, etc. Contextual advertising is like a hit-and-trial method.

You are targeting an audience based on research and surveys. If it's a success, then you can enhance the methodology. If it fails, you have to plan accordingly to create an effective strategy.