What is context marketing and why is it worth using?
Quality, valuable and linguistically perfect content is the key to becoming known in the digital world. However, it is worth remembering that it should also be tailored to the needs of a specific target group and published at the right time. And this is where the concept of context marketing comes in – understanding this method of promotion and using it properly in practice will help you achieve success.
What is context marketing? Definition and examples
Context marketing (or contextual marketing) is about delivering the right content to the right people at the right time.
It may sound a bit clunky, but it best defines this type of promotional activity – meeting these three conditions will bring you many benefits, including more sales of products or services.
So while content marketing allows you to provide potential customers with high-quality content, context marketing allows you to distribute it to the right recipients and at the right time. Both of these methods complement each other perfectly, and one could not be effective without the other.
Each of us encounters contextual marketing on a daily basis, because it is willingly used by advertising specialists. They adjust the presented content to your individual characteristics, preferences and behavior. They take into account your location, current trends and, of course, the context of a given situation (e.g. whether you are looking for products in a store, or visit the company’s social media profile or use an application).
Context marketing activities include:
- sending e-mails with reminders about items left in the basket or notification about the availability of complementary products (e.g. helmets or goggles when the customer previously purchased a bicycle in the store);
- suggesting to the customer to buy items similar to those he was interested in before – e.g. in the form of banners appearing on external websites;
- displaying advertising messages based on the user’s location – e.g. notifications about open restaurants in the vicinity of the place where he is currently located.
How to conduct context marketing activities?
If you want to conduct effective context marketing activities, you need to pay attention to 4 key issues.
Recipient profile
If you want to adjust the content to the needs and expectations of the customer, you must first get to know him.her. First of all, it is worth finding out:
- who is s/he? (inter alia, gender, age, profession, education or place of residence are important);
- what interests him or her? (what websites does s/he visit or what content catches his/her attention?);
- what are his/her shopping preferences? (Which products did s/he view on the website, or which products did s/he add to the cart, but for some reason did not complete the purchase?).
In order to answer these questions, it is worth conducting market research and using appropriate analytical tools, such as free Google Analytics, which collects information about your website users and can be a great starting point for creating a recipient profile.
Quality and style of communication
As we mentioned earlier, content marketing goes hand in hand with context marketing, so what content you present to a potential client will have a huge impact on their decisions. So make sure that all messages addressed to the recipient are valuable, substantive and present specific benefits. What’s more, adjust them to the specific place where they are published (the content on the website, Facebook or sent by e-mail will have a different form).
Also, do not forget about the appropriate communication style – for example, you should address teenagers differently than older people. Pay attention to the context so that your advertising messages are relevant and encourage you to take advantage of the offer, and not scare off potential customers.
Also, do not forget about the appropriate communication style – for example, you should address teenagers differently than older people. Pay attention to the context so that your advertising messages are relevant and encourage you to take advantage of the offer, and not scare off potential customers.
Communication channel
A context marketing strategy can be implemented in several ways. The most commonly used in this case are e-mails, advertisements on external portals, geotargeting and social networking sites.
If you want to achieve success and be sure that your content reaches as many potential customers as possible, bet on several channels at the same time. Publish high-quality content on your website and blog, maintain a Facebook or Instagram account, and use the power of email marketing, Google Ads and remarketing.
Current trends
Real Time Marketing is an inseparable element of context marketing. By following current trends and reacting to them appropriately, you can create effective content, thanks to which you will not only better promote your offer, but also become an active participant in the digital life of your recipients.
What’s more, thanks to RTM you will arouse positive emotions and attract the attention of many potential customers.
Contextual marketing – the most important benefits for your company
Context marketing, combined with high-quality content, can be a way to develop any company – regardless of the size or represented industry.
Following the above tips:
- you will increase the attractiveness of your offer and make it more effectively promoted – and this is a big step to gaining more customers and multiplying profits;
- you will maintain good relations with current customers and increase their trust, which will bring measurable results in the future;
- you will build a positive image of the brand and make it well perceived on the market;
- you will stand out from the competition and increase your chances of competing more effectively even with bigger brands.
A properly conducted context marketing strategy requires time, commitment and financial outlays, but it brings excellent results. Therefore, it is worth considering its implementation!
Summary
- Context marketing is about delivering the right content to the right people at the right time.
- High-quality content goes hand in hand with context marketing – it is thanks to it that you can effectively promote your offer in many places on the web.
- In contextual marketing, it is of great importance to know the potential customer and adjust the communication style to him.
- It is worth using email, social media, geotargeting and Real Time Marketing in your context marketing strategy.
- Higher profits, building customer trust and creating a positive brand image are just some of the benefits of context marketing.
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