Have you ever wondered why when we search for things we want only once? But keep seeing ads for that thing?
Sometimes I see advertisements pop up so often that I can’t stand it. Must press to order
These things that we see in everyday life are one of the strategies “Contextual Marketing” or marketing using the context around the customer, such as what the customer is interested in. What customers are looking for To be able to offer products and services that meet the interests of customers.
So how important is Contextual Marketing to business? Why does our surroundings become a marketing tool for businesses? Let’s find the answer in this article!
What is Contextual Marketing?
Contextual Marketing
What kind of context can Contextual Marketing be used in?
As I said, Contextual Marketing is using the context of the customer to do marketing. There are many contexts in which it can be used, including:
- Current situations that are happening in the world or in the lives of customers
- What customers are passionate about or pay special attention
- Where the customer lives
- History of searching for information about various products and services on the website
- Time spent viewing various products and services
- History of purchases of various products and services
- Participation such as liking, sharing, or commenting on a page.
How Contextual Marketing works takes these contexts and uses them to market. For example, when we walk into a department store. At the branch near your house, you will see an SMS pop up saying that the department store has a special promotion. Receiving advertisements for various products according to the upcoming festival Like Valentine’s Day, Chinese New Year, Mother’s Day.
Why should businesses use Contextual Marketing?
Create content that meets your interests
Contextual Marketing helps businesses better understand the needs and interests of their target customers. By understanding their customers, they can create content that is directly relevant and relevant to them. These contents tend to attract more attention and engagement than general content because they match the interests of customers. which helps build brand recognition Stimulate participation and build a customer base
Reduce unnecessary costs
Contextual marketing allows businesses to target their ads and marketing messages to specific audiences. This reduces wastage and optimizes advertising costs. This is because businesses do not need to spend money on advertising to people who are not interested in the product or service.
Increase sales from things around you
Contextual Marketing helps businesses take advantage of naturally occurring sales opportunities. For example, a clothing retailer might use Contextual Marketing to run an ad for sweaters when the weather is cold. Or, a restaurant might use Contextual Marketing to show ads for food delivery services when users are nearby.
Create a better experience
Contextual Marketing also helps businesses provide more personalized and relevant experiences to their customers. This can lead to increased customer satisfaction. Maintaining the customer base and promoting word of mouth or what we call Word of Mouth.
Challenges in using Contextual Marketing
Although using Contextual Marketing strategies has many benefits for businesses, there are also quite some challenges for businesses, including:
Privacy Concerns
Pop Up cookies Contextual Marketing cookies (General Data Protection Regulation: GDPR) cookies Contextual Marketing
Lack of Standardisation
As Contextual Marketing has only just boomed in the past few years, it is a relatively new science. Therefore, there is no set model for how to use it. Due to the wide variety of contexts in which it can be used, businesses are faced with the challenge of deciding how to use contextual marketing to suit their needs. In addition, improper use risks breaking the law.
Measuring Success
When measuring the success of a Contextual Marketing strategy, many people may only measure clicks and impressions, but it’s important to focus on metrics like engagement levels. Time spent visiting and actual sales To measure the true effectiveness of Contextual Marketing, it is not easy to collect all the data accurately. Some businesses therefore need to find help for marketers to save time and work more conveniently and quickly.
5 techniques for doing Contextual Marketing
1. Create campaigns according to each stage of the purchasing decision.
Cr. Prasad Keni
Customer Journey Touchpoint Customer Journey AIDA (Awareness, Interest, Desire, Action) Touchpoints
2. Take advantage of different platforms and websites.
Collaborate with platforms like Google, Instagram, Facebook or YouTube to present ads on websites and applications that match the interests and context of your target audience. For example, if your business sells exercise clothes, You could partner with a sports-related YouTube channel to sell products to a target audience that is already interested in sports and fitness.
3. Content Marketing
Try creating content in the form of articles, frequently asked questions (FAQs), tutorial videos, and testimonials from customers, industry trends, or common problems with your target audience to increase your credibility and expertise. They can also communicate with customers in more interesting ways, such as creating infographics. or interesting videos to share information on social media.
4. Email Marketing
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5.
Just like any other marketing strategy. Continuous testing and analysis are extremely important. Therefore, measuring the impact on key indicators such as engagement, conversion rates, and return on investment (ROI) is an important step for measuring the impact of this strategy. And strategies should be developed continuously to achieve the desired results.
5.
Contextual Marketing is an effective marketing strategy, but too much can be counterproductive. in order to get the desired results Sometimes we may accidentally use advertising in channels that disturb and annoy customers. Or sending too many notification messages might end up causing customers to uninstall the app. Therefore, businesses must find the right balance for this strategy to be most effective.
Example of Contextual Marketing
Google’s Product Ads Carousel
Cr. Hubspot
Have you ever searched for a product on Google and seen an ad bar instead of the normal search results? The products we see are usually advertisements for the products we search for. And it’s a great example of this strategy. Google uses our behavior and search queries to deliver relevant, relevant ads at the right time. Makes it possible to increase sales of various products and services. to customers that match the target group as well
LinkedIn Company Page Sidebar Ad
Cr. Hubspot
Have you ever noticed that when you look at a company’s page on LinkedIn, there’s an ad in the sidebar recommending that you try to find a job at that company that matches your skills? LinkedIn does this because they know that you might be open to new opportunities. And if we’re looking at a company page, it means we might be interested in working for that company. LinkedIn uses this context to show you relevant ads. which allows us to click to apply for a job in that company
M&M
Cr. Snack and Bakery
M&M is a popular childhood chocolate for many people. Faced with Millennials’ declining interest in chocolate candies, M&M appeals to Millennials by giving Millennials the opportunity to participate in deciding new M&M flavors, which helps them feel more involved with the brand. The campaign was a huge success as a result, with many Millennials voting for the new M&M flavor. It also created a trend on social media that helped the M&M brand become more well known.
Summary
Contextual Marketing is a strategy that helps businesses use context. customers’ surroundings can be used to market effectively without the need to spend money on expensive advertising that does not reach the target group But organic methods such as Content Marketing or Email Marketing can be used to reach the right target customers according to each person’s behavior.
After reading the article, many people will probably see the picture of Contextual Marketing. If you are one of the people who have been a slave to this strategy, let’s share what channels you fell into!
