Most people who publish content online are certainly familiar with the concept of content marketing. Creating useful content on blogs, websites or social media with SEO principles has become extremely popular in recent years. Companies and individuals willing to stand out online are publishing interesting, educational content that can be useful to their audience and at the same time encourage them to buy. Context marketing is about taking content to the next level. It is the context that makes the content meaningful to a given audience.
Context marketing – table of contents:
- Why is context better than content?
- Tailored marketing efforts
- Benefits of context marketing
- Why can context marketing be difficult?
- How to create contextually relevant content?
- Examples of context marketing
Why is context better than content?
Context marketing requires synchronizing several elements:
- the right perspective
Context is about catching the right moment and tailoring the content to the target audience. To create quality content, it is crucial to know your target audience and thoroughly define them. Only in this way will you be able to create personalized ads and provide customers with relevant information when they need it.
Tailored marketing efforts
Every Internet user has experienced this firsthand. Suppose you are just reading an article on good sleeping habits. There was a mention of different types of mattresses, so you look into an online store, check prices and read reviews. It’s just plans, so you let the topic go. You go to a news site, and there are ads for mattresses and beds. Coincidence?
No, it’s the artificial intelligence that suggested the ads tailored to your needs. This is precisely an example of context marketing where the right advertisement comes to you at the right time.To people who are not interested in modern marketing solutions, it might seem like pure coincidence. Nothing could be further from the truth.
Benefits of context marketing
Context marketing, when properly used, has only advantages. It’s beneficial to both the ad publishers and the recipients, which cannot be said about other types of marketing. Most people don’t like intrusive ads popping up all the time. It is annoying and certainly does not encourage the purchase. In contrast, properly implemented context marketing is helpful to the customer.
In a busy world, we often don’t have time to browse a thousand pages in search of the perfect bed or mattress. Searching through one online store after another to find the best deals or super discounts is time-consuming. Context marketing does it for us. That’s why it is often appreciated by customers. It also affects customer satisfaction. A positive user experience is extremely important.
This type of targeted marketing has a higher click-through rate. This allows for a more economical use of the advertising budget and a greater chance of getting customers who are ready to finalize the purchase. Ultimately, this allows the company to increase its revenue.
Why can context marketing be difficult?
There is a fine line between providing interesting content and intrusive advertising that will scare the customer away. This is also the case with context marketing. The customer may get the impression of being followed. They may feel uncomfortable with the fact that after leaving a given page, the items they have previously viewed still pop up. For some, this may be an infringement of privacy. Therefore, in this case, too, moderation is very important.
Artificial intelligence and special algorithms do most of the work for us. So there is a chance that something will go wrong along the way. All the analysis is based on the browsing history of a given customer, which can be an advantage as well as a disadvantage.
Any type of marketing effort has its challenges. However, properly targeted context marketing can do a lot of good for both the audience and the ad publisher. It’s a huge potential that only needs to be properly directed.
How to create contextually relevant content?
In order to create marketing content that hits the mark, you need to make sure that it is relevant and tailored to your audience. So the first step will be to define your target customer.
Determine the audience
Targeted advertising is definitely better than marketing efforts aimed at the general public. Not only economically, but also in terms of customer satisfaction. That’s why analyzing your audience is a key element to creating a successful marketing campaign. Knowing your target audience will also allow you to better tailor your ads.
Choose the best distribution channel
That’s why determining your audience should be done at the very beginning. Each age group behaves differently and uses various social media. Therefore, knowing them will allow you to choose the channel that will reach your customers best.
Feedback allows you to make modifications and continuously improve your marketing strategy. Proper analysis and lessons learned keep you constantly moving forward.
Examples of context marketing
Various marketing strategies that are tailored to customers’ needs are used by sales platforms such as eBay and Amazon. Every time we make a purchase or browse the assortment at a particular seller, they gain new information about us. Information that they then meticulously use to create tailored marketing campaigns. They are subtle and extremely useful to most users, so they evoke positive emotions and increase customer satisfaction. This is the type of marketing that is useful rather than intrusive.
- Information that the price of a product on your favorite list has been reduced
- A product that you had on your favorite list, but was sold out is back on sale
- Information about novelties from a band whose products you have bought before
- A message reminding you of an abandoned shopping cart
This can be a decisive impulse to finalize a purchase for a customer who has been wondering for a long time whether to buy the product in question.
The customer does not have to visit a particular store and regularly check whether it has complemented its assortment. At the same time, they are assured that when the product appears, they will get information right away, which will increase their chance of buying.
Customers who are loyal to a particular brand and like novelties will feel that they are up to date. If the products in question have worked well for them so far, there is a good chance that they will decide to buy them again.
We sometimes don’t finish a purchase and completely forget about it, or we put things in the shopping cart and wait for a payday. Such reminders popping up in an email or an app can be an impulse to buy.
Context marketing combined with artificial intelligence is a new quality and certainly the future of marketing. Our phones or voice search systems are already suggesting previous searches, remembering our preferences and recommending specific sales pages based on them. These are extremely effective marketing tools that are constantly evolving and are a huge opportunity to build high-conversion marketing campaigns.
Read also: How to run ads on Instagram?