Successful companies are aware that their customers' needs and preferences are always developing. When it comes to the types of media they consume, current consumers are picky. They no longer value bottom-up marketing methods as highly as they once did. Instead, people want companies to shape the information they produce in accordance with their preferences rather than the other way around.
If a company wants to step up its advertising game, context marketing is a good approach to consider implementing. It's a method that focuses on the customer and entails sending relevant material to the audience you're trying to reach based on what they're doing at that precise moment. The ultimate objective is to "capture" your customers when they are already engaged in a relevant activity to your brand.
Take for instance a mother who is looking for a straightforward recipe on YouTube in order to prepare lunch for her kids. After she has selected the video she wishes to view, a pre-roll advertisement plays before she is able to access her content. A bento or lunchbox manufacturer is being promoted in the pre-roll video. The mother thinks that this will be helpful for her family, so she goes ahead and uses the website that has been supplied to order bento lunch boxes for her kids. This would be a victory for the context marketing strategy.
Context Marketing v/s Content Marketing:
However, just in case, here is a brief review of content marketing for brands that consistently advertise their products and services.
Content generation and distribution are the two most important aspects of content marketing. You have the ability to generate many different kinds of digital content, such as short and long-form movies, static images, 2D and 3D animations, blog articles, and 360 videos, to name a few. The purpose of this content is to pique a reader's interest in a certain brand, but it does not make direct use of consumer preferences as an insight.
Context marketing is distinct from other types of marketing because it targets customers at the most opportune moments by making use of data-driven insights. If a company wants to build a contextual campaign that grabs the attention of customers by promoting a product or service that is relevant to the circumstances in which they find themselves, they have a number of possibilities from which to choose.
To promote a call-masking app, for instance, you could write a number of articles talking about how great the software is. These would be promoted to a wide audience via your social media channels and paid media placements. Despite its potential success, this approach is unlikely to generate the desired return on investment (ROI).
You may also utilise a context marketing strategy by inserting advertisements for the app into YouTube videos that are dedicated to practical jokes. You could also utilise Google AdSense to have advertisements for your business appear whenever people search for information regarding privacy problems related to phone calls. It would be much easier for you to meet your marketing KPIs if you used this technique, and it would also be considerably more efficient.
Benefits of Context Marketing:
Now would be a good moment to go into discussing the reasons behind context marketing. What is the need for your brand to embrace a marketing approach that focuses on context? How is it beneficial for you? These are excellent questions to ask, and the responses will provide you with reassurance.
- Context Converts:
- Affordability is a Matter of Context:
- Context is Retained:
Researching the path taken by your customers is essential to achieving amazing conversion rates. The traditional marketing technique was based on a funnel, in which the brand would act as a guide for the customer on their way to making a purchase. Before pushing material onto consumers, context marketing requires that you first analyse the requirements of the target audience. The adoption of this method results in improved performance of the content as well as an excellent conversion rate.
When compared to a content-based strategy, a performance-based approach can provide brands with more cost-effective and time-saving benefits. There is no need to develop an infinite number of marketing strategies in order to sell your goods or services. You only need one or two crucial pieces of content, time their distribution so that they appear at the optimal moment, and you will get positive results.
Every brand strives to distinguish itself from the competition by standing out. In a digital environment that is already oversaturated, the ability to stop people's thumbs is king.