Benefits of contextual marketing\u00a0\u00a0<\/h2>\n\n\n\n
By 2027 contextual advertising spending is expected to reach $376.2 billion<\/a>, with it being $178.3 billion in 2021. The reason why spending will more than double is that contextual marketing brings a plethora of positive results.<\/p>\n\n\n\n The context in marketing plays a crucial role when it comes to conversions<\/a>. Customers are more likely to enjoy the content based precisely on their most relevant needs, and as a result, it\u2019s easier to deliver just the right offer that will convert. Marketing campaigns based on contextual elements take into account location, time, previous purchasing behavior, current engagement, age, workplace, and position \u2014 all helping to create a compelling reason to finish the purchase.<\/p>\n\n\n\n Personalized material tailored to the interests of your audience boosts overall customer experience<\/a>. Consequently, users fall in love with the relevant content sent just in time and get attached to your brand that delivers the utmost value to its customers. This leads to longer trust-based relationships with the brand.<\/p>\n\n\n\n Contextual marketing enables you to detect what works best for your buyer persona and what is a miss. This way you\u2019ll be spending money on promoting ads that serve customers\u2019 needs and reduce costs on irrelevant marketing campaigns. <\/p>\n\n\n\n Johnson and Johnson’s<\/a> strategy can illustrate great contextual marketing examples. The company developed a creative ad for their headache relief pill that appears on e-brokers’ websites anytime there is a greater than 100 points drop in the stock market.\u00a0<\/p>\n\n\n\n Another contextual ad for this pill was placed near gyms and shops with blood pressure machines reaching audiences with joint pains and high blood pressure when they may feel the need for this medicine the most.<\/p>\n\n\n\n Amazon<\/a> is another leading brand knowing a thing or two about contextual marketing done right. From meticulous recommendations tailored to customers\u2019 needs to perfectly timed email reminders – Amazon knows when to deliver a personalized offer<\/a> based on the most relevant browse and purchase history.\u00a0<\/p>\n\n\n\n For example, to buyers looking for cat toys, Amazon will not only offer an array of toys but will also recommend goods related to this category, like cat food.<\/p>\n\n\n\n Too Faced Cosmetics<\/a> is another brand known for its effective contextual marketing. The company uses dynamic emails to target users who abandoned a cart. Thanks to highly personalized offers, such abandonment cart emails increase the open rate by 40%.\u00a0<\/p>\n\n\n\n Not only do these emails contain the beauty products the customer abandoned in their cart, but also a convincing discount to motivate them to complete their purchase.<\/p>\n\n\n\n One more contextual marketing example worth mentioning is location-based notifications. Brands use push notifications with relevant content whenever their users are nearby a specific location. These alerts are based on previous purchases, browsing history, and customers\u2019 preferences.\u00a0<\/p>\n\n\n\n The contextual marketing approach can be applied in various fields. The collaboration between Nike<\/a> and Colin Kaepernick is one example of using context to boost results in influencer marketing<\/a> and improve the brand image<\/a>.<\/p>\n\n\n\n By choosing Kaepernick, known for his activism against racial injustice, Nike tapped into a relevant and controversial topic. The campaign’s tagline, “Believe in something. Even if it means sacrificing everything,” resonated with socially conscious audiences. Nike’s contextual approach successfully aligned its brand with progressive values.<\/p>\n\n\n\n Contextual marketing strategy requires meticulous planning and versatile tactics. Here are a few effective steps you need to consider.<\/p>\n\n\n\n A buyer persona is a made-up concept of your ideal customer based on customer research. If you want to deliver a perfectly timed and appropriate message to the right person, first, you need to learn what drives them. Carry out research, examine your existing database, and conduct interviews with your target audience<\/a>. <\/p>\n\n\n\n With the knowledge of your ideal customer as well as data about each unique user you can then create specific offers. Whether it\u2019s a potential customer visiting your blog page, a returning customer, or a customer who can\u2019t make up their mind to finish the purchase \u2014 they should see different offers tailored to their specific needs. <\/p>\n\n\n\n You can take advantage of automation and let the users self-select their journey. Guide your users with easy-to-navigate links that will make each journey customized. To make sure your user journey is smooth, it\u2019s a good idea to run website audits<\/a> regularly to check for broken links or orphaned pages that will definitely confuse your website users.\u00a0<\/p>\n\n\n\n Social media is one of the most prominent contextual marketing examples. With social media advertising your brand may become a friend that is around just when they\u2019re needed. In other words, you can easily show the right content to the person who needs it at a particular moment. <\/p>\n\n\n\n Let\u2019s say someone is into skiing. They join a Facebook group for skiers. Next thing they know they\u2019ll start seeing ads for ski equipment and ski wear. Another example may be a new mom struggling to get her baby to sleep and watching a Youtube video and coming across a Youtube ad for white noise baby toys.<\/p>\n\n\n\n Smart CTAs are a form of targeted CTA buttons that show a different call-to-action message based on the user\u2019s behavior. Smart CTAs take into account the information about leads that is stored in the contact’s base, such as the stage in the sales cycle, customer location, type of lead, previous activity, etc. This way, you increase conversion as cold leads won\u2019t be pushed too much with some aggressive CTAs, nor will sales-qualified leads<\/a> (SQLs) be distracted with some blog subscription.<\/p>\n\n\n\n When you use context in marketing, it\u2019s vital to gather insights in real time. This way, you can reach your target audience at the very moment of their specific buying behavior. With time-relevant data, you can send a precise message that will perfectly meet your customer\u2019s needs.<\/p>\n\n\n\n Take advantage of various data analytics and conversion rate optimization tools<\/a> to collect and analyze your marketing data. It is particularly beneficial when you are implementing changes or conducting A\/B tests on your website. For example, you can create multiple versions of a webpage or element and measure metrics to see which performs best.<\/p>\n\n\n\n Just like smart CTAs, smart forms are intelligent page elements that allow you to gather valuable data about your users to offer them customized content. Such forms don\u2019t ask a user to fill in their name every single time. Instead, your visitors will be asked different questions like location, company size, or industry, helping to personalize their customer experience.<\/p>\n\n\n\nIncreased conversions <\/h3>\n\n\n\n
Better retention <\/h3>\n\n\n\n
Cost reduction<\/h3>\n\n\n\n
Examples of contextual marketing<\/h2>\n\n\n\n
![\"Johnson](\"https:\/\/www.growthmentor.com\/wp-content\/uploads\/2023\/06\/Johnson-and-Johnsons-e-brokers-websites-contextual-marketing-strategy-1024x534.jpg\")
![\"Amazon](\"https:\/\/www.growthmentor.com\/wp-content\/uploads\/2023\/06\/Amazon-contextual-marketing-example-1024x503.jpg\")
![\"Faced](\"https:\/\/www.growthmentor.com\/wp-content\/uploads\/2023\/06\/contextual-marketing-abandoned-cart-example.jpg\")
![\"Contextual](\"https:\/\/www.growthmentor.com\/wp-content\/uploads\/2023\/06\/contextual-marketing-push-notifications-example.jpg\")
![\"Nike's](\"https:\/\/www.growthmentor.com\/wp-content\/uploads\/2023\/06\/Nikes-contextual-marketing-example-1024x682.jpeg\")
7 Steps to implement contextual marketing<\/h2>\n\n\n\n
Start with creating buyer personas<\/h3>\n\n\n\n
Tailor-specific offers on each stage of the buyer\u2019s journey<\/h3>\n\n\n\n
Leverage contextual marketing through social media<\/h3>\n\n\n\n
Employ smart CTAs<\/h3>\n\n\n\n
Gather time-relevant data<\/h3>\n\n\n\n
Make the most of smart forms<\/h3>\n\n\n\n
Develop dynamic email campaigns<\/h3>\n\n\n\n