Do you recollect the last advertisement that made an impact? You may recall that the marketing message applied to what you were looking for. It also appeared at the right time on the right platform.
You are bound to ignore an ad for a cosmetic if you are searching for a sports accessory.
Many examples of great content failing to make the desired impact prove the importance of context over content.
In digital marketing, one must understand the significance of reaching the right prospects, at the right time, and on the right platform.
The context is crucial because of the myriad of online advertising channels and diverse target audiences. In today’s exploding digital marketing landscape, the context is sovereign if the content is king. In the absence of context, digital content is useless.
Growing consumer distrust in social media platforms
Selection of the right social media channel is crucial for advertising the brands. Sadly, there is a growing aversion among consumers toward social media ads.
How many times did you choose the option of skipping the ad while accessing a favorite YouTube video? Do you often neglect Google ads that appear on top of search pages? A majority of individuals will answer in the affirmative to these questions.
There is an alarming drop in the percentage of consumers who trust social media. Fewer than two out of ten social media users rely on social media ads.
The following are some critical reasons for the decline in the consumers’ trust in ads appearing on social media channels.
- Improper placement of ads in the content
- Ads that hamper user experience
- Ads that do not match the user’s interest
Understanding the context in a digital advertising environment
Online marketing campaigns can leverage multiple tools and channels to target customers with engaging content to improve brand visibility.
The ultimate aim of these strategies is to establish a connection with prospects enabling conversions.
Online marketers need to respect the privacy of target audiences and adopt the concept of contextual marketing to find and reach consumers at the right time and in a proper place. You can achieve higher conversion rates by aiming for contextual marketing.
Distributing the digital content in the right language, platform, and time makes your content more relevant, resulting in better ROI.
Context is rendering a personal touch on your marketing initiatives to engage the customer. It enables you to deliver the content your customer needs to consume rather than ignore.
Knowing about the likes and dislikes of consumers, their favorite social media channels, and buying behavior helps you contextualize the content for better ROI.
Contextual marketing boosts conversions
Understanding the buyer’s profile and needs helps you craft personalized content. Such content will be much more effective than generic content that may not be relevant.
Sharing your product profile with prospects who need deeper insights about your product will likely move them to the bottom of the sales funnel. Delivering content that offers a solution to the pain points helps you grab the attention of audiences.
Reputed digital marketing agencies adopt marketing automation solutions to track user activities, such as:
- Browsing history ( web pages or articles)
- Sharing history
- Writing reviews
- Comments
- Likes
- Clicks
Serving personalized content to consumers is the hallmark of contextual marketing. It convinces your prospects that you are genuinely interested in their problems and are there with a solution.
It builds a strong foundation for conversion as the consumer slowly develops trust in your offerings.
How can contextual marketing help
The changing marketing paradigm shifts the focus away from a product to the customer’s needs and pain points. Customers are looking for solutions to deliver the ‘perceived user value’.
Evolving technologies are mitigating the attention span and staying power of consumers. They are quick to abandon a marketing message if it is irrelevant. The constant bombarding of advertising messages makes consumers search for relevant and helpful content.
Contextualization of promotional content aims at serving content specific to the consumers’ requirements. Such content creates meaningful and effective communication that helps consumers make informed buying decisions.
Let us look at the key benefits of contextualized marketing:
- Improves quality of traffic – Behavioural targeting helps you usher prospects that are keen to consider your solutions to meet their expectations. Choosing specific demography and customer profile is helpful in engaging prospects when they are in the right frame of mind to purchase your product. Contextualization enhances brand recall and establishes brand awareness.
- Boosts shopping experience and engagement – Contextual approach boosts the effectiveness of your marketing campaign. It helps you attend to customers in a more personal way. The customer perceives your marketing message to differ from one-size-fits-all advertisements. The personalization of content through contextualization enriches customer experience and engagement.
- Non-interruptive content – Consumers are looking for a disruption-free browsing experience, especially when looking for a product or a solution to fulfill their needs. A person searching for refrigerator repair services is more likely to click an ad that promises a handsome discount on a new refrigerator.
- Greater ROI – Every marketing campaign aims to generate more sales revenues. Contextual advertising ensures targeting the right prospects. Mass advertising efforts do not guarantee an impact despite being expensive. Focusing your marketing budget to engage prospects in the right context improves conversion rates and generates more sales revenues.
The final word
You may endanger your marketing efforts if the content reaches irrelevant audiences at an inappropriate time and platform.
Embracing context across your ad campaigns and other marketing initiatives will put your message in front of the intended prospects for greater engagement and ROI.
Using trusted platforms further enhances the credibility of your marketing messages. News sites offer an excellent option if you want to provide a cookie-less experience to users. Placement of your message in front of a relevant news article boosts the trustworthiness of your brand.
Adopting a contextual marketing approach is the answer to staying ahead of your competition by ushering the pre-sold prospects to your site. Make context your priority while designing marketing strategies in 2022 and beyond. You are in the right place if you wish to make your brand instantly visible to your audiences. We can help you create compelling content and use the right context to deliver it to the right prospects.
