A Comprehensive Manual to Understanding Contextual Marketing – Guest Post By Kira Carr

Today, marketing is no longer the old tale of canvassing your audience with a lot of promotional messages to earn you the most sales. The current marketing landscape commonly referred to as the “age of the consumer,” takes place based on the consumer’s terms. In fact, the most successful campaigns go beyond the normal adding of the customer’s name to your emails. Most technical writing jobs follow this rule.

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It’s all about allowing the customer to set the context of the emails you create so that the messages you create are in line with what the customers want, what they are doing and what they want to hear from you. This approach is described as contextual marketing. This is common in freelance writing jobs.

To get a better understanding of this concept, we have taken a deeper look at contextual marketing as you progress.

A Comprehensive Manual to Understanding Contextual Marketing

A Comprehensive Manual to Understanding Contextual Marketing

Contextual marketing: What is it? 

Contextual marketing includes getting the right message or information to the right person at the right time. The main goal is to present ads to customers on products and services they are interested in. So, strategic content needs to be stunning and written perfectly, but it’s important to have an idea of what to offer you audience before you begin.

For instance academic writers’ online need to understand what the clients want before writing a paper.

To accomplish this, you need to understand your customer’s lifestyle to be able to connect easily on their level. Do a persona research on your audience, and know how to time your campaigns. Customers tend to react to modified content that can add value to what they want. Google calls it “micro-moments.” So, consider some contextual touch points.

Why is contextual marketing important?

When marketing is done before context, it is product-centric, but when contextual marketing is done, it is usually customer-centric.

So, why is contextual marketing important?

There are a number of reasons why contextual marketing is important for business;

  • It is adjustable depending on the market and consumer preferences.
  • This type of marketing can be sent to different people in the right place, at the right time, and retrieved from any device they may wish to drive customers and create new sales.
  • It can be used as an alternative to mass marketing and advertising.
  • It allows marketers to send precise and relevant information to their consumers to empower them.
  • Since it uses real-time data and location intelligence, it helps marketers to build a user’s profile and analyze the buyer’s behavior to facilitate intelligent interaction between different brands and consumers.

Factors in contextual marketing

In context marketing, there are a variety of criteria that come into play, taking into consideration that different brands may be interested in different data.

Below is a list that illustrates how data can be gathered for contextual marketing:

  • Language
  • Weather
  • Location
  • Time of day
  • Past behavior
  • Device
  • Purchase history
  • Preferred channel

All these elements are being used by a lot of big brands, corporation and even writing service that do online writing jobs.

Some life examples

Contextual marketing involves getting the right content to the right audience at the right time. For instance, suppose you’re searching for a laptop online, you’re likely to come across a variety of ads about laptops. And since you want to buy a laptop, you click the ad to know about the offer.

Below are some life instances of contextual marketing that will help you understand the concept better.

Orea:

If you were keen to follow what was trending in 2013, you might have come across the power outage that happened during Super Bowl. There was this ad of Orea that was receiving a lot of buzzes back then. Orea had a well-thought out a contextual marketing campaign that was done on Twitter. At around 8.48 pm, there was a major blackout, and they took the opportunity to post an ad on Twitter with the words “You can still dunk in the dark.”

This ad was an example of perfect timing, and less money was used to run the ad. The ad was amusing and effective and showed that Orea was good at marketing its products.

Yorkdale Shopping Center:

Based in Toronto, Yorkdale announced a spectacular event that involved a unique Santa Claus during the holiday season in 2015. Paul Mason, a model, acts as a slimmed-down Santa known as “Yorkdale FashionSanta.” In this campaign, Yorkdale added something unique. For every selfie you take with Fashion Santa bearing the hashtag #YorkdaleFashionSanta, Yorkdale would donate $1 to the SickKids Foundation, up to $10,000. Holidays are the perfect time to run such a campaign because they allow you to engage more with your target audience. Such type of contextual marketing is very effective for your business.

How to implement it?

To implement contextual marketing, you need to embrace and adopt an interesting intersection of data, social media, mobile devices, and automation. But you also need some important aspects to make the process of implementing contextual marketing successful. Here are some requirements;

  • Be relevant in your context: To ensure successful implementation of contextual marketing, you need to know where your audience is. Get your audience in your marketing plan either through email or CRM database, to make sure you deliver the right message at the right time.
  • Make use of contextual marketing as an incentive for users: When you collect your customer’s data and add it to your CRM, you get the chance to offer relevant offers to them including writing jobs. When you do it correctly, you can have a large customer base that will help you get new ones.
  • Promote a product launch with contextual marketing: Most brands plan and schedule their promotional and marketing activities some months before. Take time to come up with a good strategy to control any activities that are happening during the product launch. Consider, holidays, social and cultural trends, as well as major events for your marketing campaign.

Conclusion

In the end, this should yield a successful contextual marketing campaign.

Although writing and providing the right content to the right people may seem easy, there is a lot of planning that goes into this. However, when done right, contextual marketing can change your business.

It will become easier to deliver the value your customers want, and they will keep coming back, which means more sales.

Remember, just like any other marketing, contextual marketing needs continuous learning and improvement.

So, keep learning and be helpful.

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