Wondering how relevant ads appear on seemingly unrelated web pages? This is because of contextual marketing. This online marketing strategy provides targeted advertising based on recent user activity while browsing the web. Every time a user clicks on an ad, searches or reads an article online, a third-party cookie tracks activity and maintains a behavioral profile for marketing purposes. Learn all about contextual marketing, its benefits and how to create contextually relevant content.
What is contextual marketing?
Contextual marketing is a strategy for showing ads to users based on the keywords they are searching for or recent online activity. It is applicable to websites and other media, including mobile browser content. Several language factors control the advertising media, such as what the user is currently watching and a recent browsing history. Contextual marketing uses automated programs to decide which ads will attract the target audience.
One modern example of contextual marketing is Tesla Inc. Tesla talked to consumers about fossil fuels and life without them. So they researched the data and innovated electric cars, which now sell significantly more than Mercedes-Benz.
Another example comes from a partnership between Waze and Taco Bell. The popular navigation app, Waze, turned to the Taco Bell restaurant for pop-ups in the apps to alert customers to weekly offers, special offers, time and location.
Similarly, Cotopaxi contributed more than $ 900,000 to sales of a particular sweater by implementing contextual marketing strategies. Outerwear has found a way to connect with consumers and uses targeted communication to show that they care about them.
Advantages of contextual marketing
Looking for more clicks, leads, or sales? Contextual marketing reaps many benefits, such as
- Targeted traffic: Advanced behavioral targeting is used in contextual marketing to reach specific customers. By focusing on specific behaviors and demographics, you can capture potential customers just before they make a purchase.
- Personalized approach: The technique follows the personalized customer interests, as each user receives an appropriate and timely marketing message. This is much better than bombarding them with advertising messages. When they demand it, the information reaches them without reaching them directly.
- Better engagement: It creates interactions with customers, anticipating their desires and needs, allowing users to participate. Therefore, by putting your products and brand in front of customers, you also engage them in a discussion about the brand.
- Increases profits and sales: Conversion and sales ratios increase as your ads become more targeted, tailored, and timed to match the moment your customer is about to make a purchase.
How to create contextually relevant content?
The data must be timely, relevant and authoritative in order to create informative contextual content. Whether it’s an advertisement, a video, or even an interactive test, you need to follow the same process to convey the message to the world. Here are some steps you can take to begin the process of preparation for mediation.
Define your audience
Defining your audience is a crucial part of starting contextual marketing. Many brands analyze their audience incorrectly, which ends their contextual content doomed. Audience analysis, by region or by state, can help you reach a target audience who can purchase your product or submit a request to take advantage of it. You need to carefully choose the segments based on what you are trying to achieve or which audience you are targeting.
Solve the channel
Contextual marketing campaigns start when you digitize your content. The use of social media, such as Facebook, TikTok, Instagram and others, has proven to be effective in achieving the goals set by different brands when it comes to contextual marketing. Your message should be clear, unique and easy to understand so that the buyer can reach your product without hesitation.
Choose the right format
Choosing the right format, such as a test, video, ad, post, or any other form, will help you interact with your 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 create a great platform for your digital marketing.
Create content – keep limits
You need to make sure you’re creating content that reaches a larger audience around the world. For example, your content is made for people living in the Scandinavian countries. Will this work for Africans?
Maintaining restrictions will give you support in creating an expanded vision for your brand. Structure the contextual content, even the choice of the word matters, set a different tone and perceive the key factor – marketing.
Your work is not done unless you follow the results. Working on constant feedback will help your brand grow in emerging markets. As soon as you publish your content, check how wide it has reached, whether it has met your goals and how well the launch went. If small or large changes are needed, work on them effectively.
The importance of segmenting the buyer’s personality
Buyer personality segmentation allows you to segment your target audience into different groups. The audience is divided into segments based on several factors, such as age, job details, attitude, background, purchasing process, and pain points. You can conduct surveys, online surveys or even collect data from previous sales to identify the identity of the buyer of your brand.
Visualize your buyer to remind you which regions of your contextual marketing are affected and what content you need to provide.
There is no goal to present a buyer. As long as you can create an effective marketing strategy that works for your brand, the number of buyers does not matter. Buyers’ personalities are important in making decisions and choosing the right criteria to bring your work to new heights.
Contextual versus behavioral advertising
The key difference between contextual and behavioral advertising is how you can target and reach your audience. Behavioral marketing collects user data from past online activities on the web. In doing so, marketers are targeting a campaign based on online consumer behavior.
However, this is not the case in contextual advertising. Contextual ads reach a regularly active audience using the publisher’s context, such as newsletters, apps, websites, and more. Contextual advertising is like a testing method. You target an audience based on research and surveys. If it is successful, then you can improve the methodology. If it fails, you need to plan accordingly to create an effective strategy.
Many marketers believe that behavioral advertising is better than contextual advertising. According to a a series of studies published by Marketing Science, it was found that behavioral advertising performed slightly better than random guessing. Only 41% of impressions missed demographics, such as age and gender.
1. Is contextual marketing effective in capturing audiences?
According to research, it has been found that 69% users are more committed to contextually relevant content, especially ads. According to Kenneth StudyAd marketing in the world of contextual marketing is expected to reach $ 420 billion + by 2025. Contextual content has therefore proven to be effective in attracting audience attention and is much better than traditional marketing strategies.
2. Contextual marketing growing data privacy issues?
The technological space is relatively low when it comes to rules and regulations. Consumer privacy laws, such as the CCPA and the GDPR, have emerged to process large user data. However, they are not perfect. Companies need to think twice before processing their user data. Third-party cookies and applications tend to collect user data, thus helping retailers access it in a much better way. Many users are taking steps, such as using Chrome’s incognito mode, to preserve their data and remove digital traces.
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