If you run a business or are a marketer, you’ve probably heard about contextual marketing. It could, however, be tricky to explain what it is if you haven’t read enough about it. Now that the contextual marketing revolution is already happening, it’ll be a great idea to learn what it is.
This article will be a good resource to help you understand contextual marketing. It will examine why contextual marketing and a simple CRM for business are crucial in this tech age. By the end of this post, you should be able to know how contextual marketing works, its benefits, and its challenges.
Here’s what you should know.
What Is Contextual Marketing?
The first step to understanding contextual marketing is defining it. So, what exactly is contextual marketing? It is a marketing strategy that leverages customer data to ensure a high ROI from their campaigns. This strategy looks at the search terms and behavior of an individual.
Sometimes online marketing hasn’t been very fruitful because of ads that cause user annoyance. It is easy to push customers away from your brand if irrelevant ads keep popping up. You need to invest in a less annoying and simple CRM for better customer satisfaction.
With contextual marketing, you don’t air adverts people aren’t interested in. Instead, you are sure about what your audience’s interests are. A simple CRM can help you gather the customer data you need. It will help to choose a simple and easy-to-use CRM to get started.
There are various things you can improve with contextual marketing and a simple CRM tool. A perfect example of what can improve is your click-through rate. This will also impact your conversion rates and make it easier to get the desired returns and more revenues to expand your business.
How Does Contextual Marketing Work?
You need to know how exactly contextual marketing works before you implement it. As stated before, it is a behavioral targeting technique that makes it easy to increase ROI on digital adverts. In short, contextual marketing aims to ensure ads don’t end on the wrong screens.
We will use an example to explain this.
Let’s say an internet user wants to buy a laptop. They would start by simply searching for the best laptops or shops that sell them. Now later, they might click on a food or travel website. Because of their search history, laptop ads might pop up on their screen despite being on unrelated websites.
This might seem like a coincidence to them, but it isn’t in reality. Even though they might no longer be interested in laptops, the ads won’t be as annoying. The business airing the ads might influence the customer’s purchase decision if they hadn’t made one or had abandoned the idea.
Previously, contextual marketing was limited to computer users. However, this has changed with time, and now businesses can use contextual marketing to advertise to mobile device users. This has made it easier to reach wider audiences because there are a lot of mobile device users.
The Benefits of a Contextual Marketing Campaign
There are various benefits you can get from implementing a contextual marketing campaign. It will be easier to decide if a contextual marketing campaign will be worth investing in if you know its benefits. Here are some of them:
1. Higher Click-Through Rate
You can increase your website’s click-through rate using a contextual marketing campaign. It is easy to convince potential buyers when your ads meet their needs and preferences. They’ll be open to doing business with your company if they relate to the ads you display.
2. Relevant Content
A simple CRM tool and a contextual marketing campaign can help you access a lot of user data. This customer data can guide your content marketing strategy. It will be easier to ensure the content you create meets your customers’ needs because you already know them.
3. Higher Revenue
Targeted advertising makes it easier to increase conversion rates. You can use it to convince customers to make purchases if your ads are relevant to their wants. This will make it easier to help your business get a good return on investment on your marketing budget.
4. Better Customer Experience
Customer satisfaction is critical in ensuring easier marketing. Targeted advertisements are vital in enhancing customer experiences. You can influence your customers’ experience with your business if they realize that you understand their needs and are working to ensure they’re met.
The Challenges of a Contextual Marketing Campaign
Contextual marketing campaigns come with their pros and cons. After looking into their benefits, it’s time to know the limitations they might come with. This will also help you prepare accurately when rolling out this kind of campaign. Here are some cons:
1. Privacy Concerns
Your dependence on customer data for targeted advertising might raise privacy concerns. Not everyone might be comfortable that their search history is tracked and stored by cookies. Some might not allow cookies making it hard to target them with adverts. You’ll need a less annoying CRM software to convince them.
2. Lack of Standardization
Standardization of such a campaign can be tricky. No one implementation approach can work across the board. But there will always be consequences for non-compliance or wrong implementation. You have to figure out how to implement it by yourself.
3. Incorrect Targeting
There’s the risk of incorrect targeting even when using such a campaign. A mistake in analyzing a user’s search history might have a massive impact on targeting. And wrong targeting won’t yield the desired results, and you might not get any good returns.
Most businesses are investing more in digital advertising. The reality is that digital advertising is the best option in the modern world. Most people use the internet for information about products that they need. It will be great to ensure you create digital ads that they can access easily.
Digital advertisements can help a business increase its marketing ROI. Contextual marketing is one of the best tools to use when doing this. It will offer your business a lot of potential if you have a good plan and execute it correctly. You now have helpful insights that you can use.