Let’s Get Contextual: The Benefits of a Contextual Marketing Strategy

In the digital age, where websites and social never sleep, data is all around us – streaming from the devices and mobile phones in front of us.

More digital means more data. Every search is captured. Every purchase is recorded.

But with the influx of data, comes valuable insights. Through contextual marketing strategies, marketers leverage these insights to better understand customer needs and shift from reactive to proactive efforts – increasing efficiency and effectiveness.

Better context for better marketing.

Contextual marketing refers to advanced behavioral targeting – profiling the behavior of online users to determine what they’ll see next.  Essentially, it’s an online and mobile marketing snowball effect.

The strategy delivers targeted advertisements to prospects based on their individual user data, such as recent search terms or Web-browsing activity. The goal is to showcase ads of products and services in which viewers are already interested. This enables better customization and insights into the habits of customers.

This concept is widely implemented by search engines – displaying ads on results pages based on recent search words. It is also available for websites – placing ads on pages the prospect is likely to visit.

How does it work?

If an individual attends a mobile security event or webinar, advertisements that showcase mobile security software will soon appear on the websites they visit. Contextual marketing allows marketers to understand current customer interests to help proactively promote catered content.

What does it mean for marketers?

Capitalize on the Moment: Things are happening faster every day.  Attention spans have dropped significantly in the past few years alone. It’s important to capitalize on the moments you have with your audience. With contextual marketing, you can. Its real-time engagement components allow you to present the right message to the right person at the right time.

Cater to the Customer: With contextual marketing insights, marketers can deliver catered ads of interest to customers – helping to increase sentiment and conversion rates. In fact, studies show response rates and conversion rates are from five to 20 times higher than those from conventional online advertising.

Have you implemented a contextual marketing strategy into your marketing plan? Tell us your story.

Amy Pasquarello, 11mark

February 24, 2016

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