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Your Guide To Contextual Marketing

Your Guide To Contextual Marketing

Not sure how to improve your marketing strategy? Want to learn how your message can be heard everywhere? Contextual marketing has become one of the most popular marketing strategies. Read on to learn how to implement this strategy into your business.

24th September 2019
Reading Time: 2 minutes

Context is everything

Ever thought your phone is listening to you? Typed something into Google and have it appear as an ad on every website that you visit? Contextual marketing has, at some point, targeted you. This strategy is an online marketing model where consumers receive exciting content at the right time and place. This approach has become an incredibly valuable tool for marketers as they seek to reach consumers by different means. This article will explore some of the programs, methods, and examples of effective contextual marketing campaigns.

Target Segments and Contextual Marketing

Before you consider using contextual marketing, ask, how should I use this approach to target my segment? Your product/service will affect how you contextually market because you need to consider your segments wants and needs. For example, if you are a tour guide company, your target segment may be looking for specialised deals online. In comparison, a gaming company may be trying to re-attract players back to play the game at a specific time. Each segment requires a specialised approach to contextual marketing to ensure the strategy’s effectiveness. Hence, it is always important to consider factors that are important to your target segment.

Approaches to Contextual Marketing

There are many different strategies for contextual marketing. Contextual marketing mostly occurs through targeted advertising based on terms searched for that are indicative of their client’s recent browsing behavior. The purpose of this strategy are to tye users interests with the ads while simultaneously not annoying them. For example, if a person searches for a used car in Google or mentions that they need a new car in a conversation. Google Ads will display a car ad that is relevant to them. This tool is useful because it speaks directly to the consumer while they are searching for a product.

Furthermore, other strategies that revolve around contextual marketing include email marketing. Reusing the gaming example, companies could consider sending out emails to people after work to draw them back into the game. Always consider the importance of anti-spam laws when performing email marketing.

Measuring the Results of Contextual Marketing

A critical element to ensuring the success of a marketing strategy is to be able to measure the results of your campaign. Some helpful tools for developing your analytical capabilities include building your customer database. To create effective campaigns, you need to build a treasure trove of customer data. A CRM system is an effective means to build a customer data set. Make sure you make consumers aware of your privacy policy when collecting their data.

Furthermore, it is essential to understand the metrics associated with digital marketing. Always check your click-through and conversion rate to ensure you are maximising the value of your strategy. Finally, consider developing customer identities for your target segment. This strategy ensures that you can create content specifically targeted towards a demographic. Therefore, measuring results is critical to ensuring a successful contextual campaign.

Without context, Actions Have No Meaning.

In conclusion, there is great power with contextual marketing. Understanding segments will affect the type of strategy that you can use. It is always important to measure the results of a digital marketing campaign. The reason why this approach is successful is that it informs marketers about the context of their customer. Therefore, all business should consider implementing some form of contextual marketing to improve their overall strategy.

Joshua Cutrone

Josh is a Legal intern at Lawpath. He is a Commerce/Law student at Macquarie University. He has an interest in cyberlaw and blockchain technology.