When you have context around your relationship with a contact, you can provide more personalized and relevant marketing content that fits their needs. This is contextual marketing, the act of delivering messages that respond to the individual needs and desires of consumers at specific times in their lives. Advertisers must now learn when are the best times to place content in front of consumers. While context can be important, reach, segmentation, and especially creative quality are often more important than context.
The best ads will probably work in any context. But they're likely to work even better in an optimal context. In addition to customer recognition, you are looking for moments of customer experience. The top priority of contextual marketing is to really know the customer, or the ins and outs of their daily wants and needs.
Therefore, when implementing contextual marketing in this area, try to look at customer expectations and how your organization can successfully meet those customers. Contextual marketing takes the concept of content marketing and takes it to another level. Rather than simply publishing content for the audience to interact with as they find it, contextual marketing is about delivering the perfect content to the right people at the right time. For example, a contextual marketing campaign can target people who have searched for a certain fast-food restaurant and are currently going through it.
Companies implement contextual marketing to provide a great customer experience with content driven by user data. This is where contextual marketing can be useful, especially if you want to use a dynamic call to action, or a banner next to you that greets all visitors who come to the site. However, there is no need to wait for the future; contextual marketing is prevalent today, as the online behavior of all consumers is being tracked to a certain extent. While behavioral marketing is often criticized for tracking and targeting user behavior and search history, contextual marketing doesn't.
The best way to take advantage of contextual marketing is to know your customers and your leads as much as possible. Let's take a look at what these data collection methods would look like to create a contextual marketing campaign. Contextual marketing, in essence, simply requires good data and the ability to use it in the right context for the right people, at the right time, through the right channel. Contextual marketing brings the work and money of marketing to your primary target audience that content marketing used to be so time-consuming before.
By improving the context of your marketing campaign, you ensure that each prospect or customer receives the right attention. The ideal customer profile helps you predict which sites and search terms will be the best to target with your contextual marketing campaign. Another area that should have more contextual marketing is the organization's workflow and the content of the email being sent. According to Harvard Business Review, the four Ps of traditional marketing (price, placement, promotion, and product) should be shaken and contextualized according to the particular needs, desires, and circumstances of your customers.
A great example of contextual marketing comes from a partnership between Taco Bell and the popular GPS navigation app Waze.