As a Small Business Owner, it is important that you keep updating your business’s marketing practices so that you find the most effective way to get your message out. One of the current trends in marketing is Contextual Marketing and it is essential that you understand what it entails and how it can benefit your business. Let’s begin with the basics…
What is Contextual Marketing?
According to Wikipedia “Contextual advertising (or marketing) is a form of targeted advertising for advertisements appearing on websites or other media, such as content displayed in mobile browsers. The advertisements themselves are selected and served by automated systems based on the identity of the user and the content displayed.” Others have defined it as “delivering the right content, to the right people, at the right time”
What are the Benefits to Your Business?
As the name suggests, Contextual Marketing is all about context. When you are aware of the context or current state/situation of your customer then you are able to reach them more effectively through:
• Personalization: Having information about the context of the consumer will allow you to personalize your branding and marketing efforts towards them. This will mean that your content or advertisements will then resonate better with what they are looking for and make them more likely to complete a purchase through your business.
• Integrate Marketing and Experience:
Often too many marketing efforts talk at the customer rather than to the customer. With contextual marketing, you will not only be able to share your brand’s message with the user but also see how they function and experience your business. This will give you valuable insights into customer experience and you will be able to better their experience setting your business apart from the competition.
• Reach the Customer when he is Purchase Focused:
Often businesses use marketing to create brand awareness and recall so the consumer remembers the business when the need or requirement arises. With contextual marketing, your brand is brought to the forefront of the consumer’s mind when he is planning to or going to make a purchase. This makes it more likely that the person will choose your business for his purchase making it a more proactive marketing strategy for your brand.
• More Effective:
As the advertisements are specifically targeted, personalized and often placed close to points of purchase, they have proven to be more effective than traditional marketing and advertisements. This means that your ROI on these efforts are much better and you can funnel those resources into other areas in need.
• Put the Consumer in Control:
The basis of Context Marketing is to create interactions with your consumers and to anticipate their needs. This puts the consumer at the center of your marketing strategies and allows them to dictate the dynamics of the relationship. This will enable your consumer to build trust and value with your business and greatly benefit you in the long run. These are some of the reasons why you should explore context marketing for your business as it could allow your business to achieve new heights, expand your consumer base and more effectively reach your business’s target audience.