Contextual advertising (contextual marketing)
Contextual advertisement (contextual marketing) is a kind of targeted advert usually used on sites and in applications. It is often personalized, which makes it even more effective.
The pertinence of context marketing can be set in a lot of different criteria:
- The language (locale by default or the preferred profile language)
- Geographical location (country, city, street, etc.)
- Weather (moisture, temperature, etc.)
- Time of the day (why show the ad with the phone at night if you may only answer in the day?)
- Gadgets (tablets, smartphones, computers, definite versions/releases, etc.)
- The preferable channel (search, advertising website network, social networks, etc.)
- Preceding behaviour (purchase, visits, form filling history)
The weather can be a crucial condition for the goods and services offered outside in the open air, as well as for clothes shops, while geolocation will matter for a restaurant or a hotel.
Why using context advertisement is a worthy idea?
The necessity of using this marketing technique is defined with the development of customer journey. While it used to be quite easy, now thew ay is not linear any more and we need the multiple “touch”.
The fact is that clients gather information about the prospective purchase in many ways, and far from every one of them is in the sphere of brand control: online search, reviews, articles, printed communications, banners, visiting shops, TV commercials and other ways of information acquisition.
Traditional marketing is as important, but using additional contact points in the course of customer journey raises chances of success.
How to use contextual advertising
At first, it is necessary to define the target audience: where it is, who it includes, what their interests and needs are. Using questionnaires, sales data, CRM and other sources, you will be able to build the complete picture. It is necessary to make up buyer persons which will help you understand the audience the advertising campaign should be oriented towards, and the best way of delivering the information.
After that, you define the methods you will use to conduct the campaign:
- Pay Per Click, the type of advertising targeting the people who search by keywords. Preliminary quality research of the audience can provide relevant queries that possess high conversion rate and allow to plan landing pages.
- Retargeting, the type of advertising designed to re-attract the visitor who had visited the website without conversion. The ads can be displayed out of touch with the surrounding context, but only being based on the user’s prior behaviour and shown interest.
- Social media, the advertisement based on the opportunities provided by the social networks. It allows us to define the targeting by such criteria as location, age, profession, hobbies, sex and other.
- Website. Your own website can be prepared to work with revisitations and react to the visitors’ actions (prior purchases, downloads, registrations) with changing of the content.
- Email. Working with subscriber database can also take into account sorting into groups by age, position, location and other, depending on the users’ data you have.
Are there any questions left? Would you like to order conducting a campaign from us? We’ll be glad to help.