Contextual Marketing: A Complete Overview
Imagine that you have a blog site that offers various types of write-ups focusing on marketing strategies and business trends. When a person visits your site, most probably this person is from a business background and interested to learn about what is going on in the marketing world. In such a situation, if, suddenly an advertisement pop-up on the screen of medical service, do you think the reader is going to consider that very relevant to your website’s content?
Of course not, since anyone won’t be able to match the context of a business or marketing write-up blog with a medical service easily. And that’s the reason context is always very much important in all types of situations. Contextual marketing is basically a type of marketing that will help people to do marketing keep the context under proper supervision.
Contextual Marketing: What Does it Mean?
Contextual marketing is mainly online or mobile marketing strategy that uses the information from the users and based on those, does targeted marketing for them. For instance, the search terms that are being used by the people or the recent web-browsing activities-these are the user information type of things.
Now one may ask what is the motive of doing this type of marketing? Well, it’s simply because by pursuing contextual marketing, we can understand the context that is the most relevant to the people and thus present them advertisements of products or services in which they are already interested in.
For example, if a person does a web search on how to order foods online or what are the services available that can offer home-delivery of foods. In such a situation, if the marketer can advertise his/her own food delivery platform to that person, then the service taker is more likely to be interested or actually take the service.
On the contrary, if another marketer does not know the context relevant to the previous person, and continues advertising some hybrid cars to him/her, hardly that person is going to be interested in that. The marketer of the hybrid car would be far successful if he/she could identify who are the potential customers of hybrid cars and advertise to them only, depending on the context.
Delivering Contextually Relevant Content:
Before delivering the contextually relevant information, it’s important to understand the psychographic of your buyer personas, that will enable you to have some idea regarding how to approach them and also what type of content will resonate with them. Consider a case of a marketing director, who will be more concerned about the demonstration of return on investment, whereas, in case of an entry-level marketer, his/her main focus would mostly likely be on executing the marketing tactics efficiently.
The communication channel also matters here. If the customer segment who is your target is not even active on any social networking platforms, then spending lots of money on social media marketing might not be the best choice for you. Not only you’ve got to craft the content of your advertisement based on the preferences of your audience, you will also have to decide very carefully which communication channel will be the most effective for you so that you can make sure your message reaches the people as much as possible.
The importance of Buyer Persona Segmentation:
Even if you are able to create content around particular buyer personas and behaviors, it still might not work if you don’t deliver those contents to those specific people only for whom those are designed. That;’s why every customer relationship management platform should be able to segment and identify the contacts of people. However, to be honest, there is actually no right or conventional way to segment, it will depend on the overall marketing strategies and products or services.
Tailoring Contextual Marketing for General Audiences:
Now while marketing your products to the general audience, things are not going to be very straightforward, you might have to target different types of people. In your targeted list of customer segmentations, there might be the ones who are not present in the social networking platforms, and the ones who are always spending time on those platforms. There might be people who are interested in consuming written contents, whereas there are also people who would not like write ups and prefer video contents instead.
In those situations, obviously things are going to be complicated, but still you have to try to incorporate all of those segmentations for your marketing purpose. What can be done in such scenarios is basically, at first getting the content out there and then start making different formats and designing of it, so that multiple types of audiences can be captured.
Although creating various types and formats might seem a difficult task, ultimately it will be helpful for you to strengthen your contextual marketing strategy in the future.
Adding Personal Touch in the Contextual Marketing:
A touch of personal warmth is always welcome to all. While doing contextual marketing in more like a general basis, using a person’s name directly might not be the best option for it, you can introduce chatbots, so that when a person is entering the website, he/she will be addressed by the very name of that person, ensuring that he/she is receiving the personal touch.
Benefits of Contextual Marketing:
There are a bunch of benefits that will certainly impress you to initiate your own contextual marketing right now. Let’s have a look on those:
First of all, it’s really great that to start contextual marketing, you don’t necessarily need to make a huge investment on that. What you have got to do is more like having the right data of your customers. To do so, you just need to set up customer data collections and retrieval through a customer relationship management tool. There are lots of alternatives for you in this case, you can choose from any of those. Also, even if your business is not so much of a large company, still you have the opportunity to choose a CRM option on restrictive budgets.
One thing to know that behavioural marketing is used while doing contextual marketing. We focus on a specific behaviour of demography so that we can target our prospects just when they are about to make a purchase. In this process, you will also be able to place your brand front and center at optimal times, and thus encourage brand awareness, recall and engagement.
Enhanced Customer Experience and Satisfaction
A person would love if the solution of the problem he or she is facing right now would be presented in front of him or her instantly. Since context marketing uses highly personalized content, the marketing message that is to deliver to a certain segmentation will be presented just at the appropriate time along with strategic positioning. So the situation is like the customers who you are serving will receive solutions to various problems even before trying to search them by themselves. No need to elaborate the fact that this is going to increase the customer experience in such a way that they will be highly satisfied about the whole experience.
Aisa contact marketer you should always prioritise how to improve the context of your marketing campaign so that you can always have the opportunity to respond to each and every customer in a proper manner. As a result the customers will feel like special and thus the trust will be built for your brand and your overall business performance will increase as well
Increased Customer Engagement
The ultimate goal of content for marketing is to increase interactions with customers and consumers as much as possible. Once you ensure that you are doing contextual marketing in an effective and efficient way, you can be sure of the fact that the overall interaction between your company and your customers will increase a lot.
Non-disruptive to Consumers and Audiences
There is no one who would like to be interrupted while surfing on the internet. While you are doing contextual marketing, your advertisements are reaching to those only who are interested in the products or services that you provide. On the other hand, if you didn’t do contextual marketing, there would always be the possibility that people who are not at all interested in your product would be interested by your advertisements and get irritated by it. It is always better to follow contextual marketing so that your advertisements do not interrupt or create disruption for those who are not your potential consumers.
More Sales and Revenue
Since your contextual marketing is always based on the information that you gather from your customer relationship management platforms to target the potential customers, the rate of sales and revenues of your products or services will always be increasing. The people who are actually interested in your product, when your advertisements reach those people, chances are there that these people will actually take the decision to purchase that product, which ultimately results in your increased sales and revenues.
There is no denying the fact that without following contextual marketing, most of your efforts will have zero impact which is not something that we want for all of our marketing campaigns. To avoid such incidents, every marketer should start contextual marketing so that they can better understand what their potential customers actually want or are actually interested in and design marketing strategy depending on that.