Contextual Marketing, simply put, is marketing to people based on their current surroundings. A person’s surroundings are not necessarily indicative of their interests- the key idea is the context in which they are located.

For instance, if a person is at a store that offers both products and electronics, they may be interested in purchasing either one.

By targeting its advertising at people based on this context, the company could avoid annoying someone who has no interest in its product by showing them an ad for it anyway.

So for example, Google Adwords might show ads for plane tickets when people are looking for flights online because they know that plane tickets are relevant to travel destinations where airplanes are available.

This would be contextual marketing because it targets ads based on what people are looking at right now. For example, on Google Adwords, this is done by displaying ads “above the fold” on certain websites to be more likely to be seen.

Contextual marketing campaigns compared to other marketing campaigns

A contextual marketing campaign is different than other marketing campaigns in that it targets people based on the context of their environment.

For example, if a person is in a store that offers both products and electronics, they could buy either one. By targeting its advertising at people based on this context, the company would avoid bothering someone who has no interest in its product by showing them an ad for it anyway.

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How do you do contextual marketing?

Say you’re interested in marketing your products to people based on where they are right now.

Of course, this is about something much more accessible than taking a person’s current location and using it for ad targeting.

So long as you know how a person got to their current page, then there are plenty of ways to do contextual marketing that doesn’t involve any specific location.

Google Adwords does a lot of advertising based on a customer’s “context,” which means what they’re looking at when the ad is served up.

For example, if somebody who has never been to Ireland before clicks over from Google Search for flights from Sydney – Toronto, Google will show them ads for pretty pictures or hotels in Dublin because it knows that flights from Sydney to Dublin are a much better target.

What is the difference between contextual ads and traditional ads?

Traditional ads are geared towards a specific product, such as electronics or car parts. However, contextual ads use visitors to target what they’re looking at, even if it’s unrelated to the product.

A contextual ad will not bother somebody shopping for a music player if they’re on a page that doesn’t sell music players.

But it might try to get them interested in products related to what they’re looking at, such as headphones.

What is contextual marketing in digital marketing?

Contextual marketing in digital marketing is an example of how marketers can learn more about their customers.

With it, they can make the most of their advertising budget, targeting those currently viewing advertisements instead of wasting their money on those not interested in their product. This also includes matching up the advertisement to a customer’s browsing habits because it is said that the best advertisements are the ones in which there is a match between what consumers want and what marketers offer.

How does contextual marketing fit in with online advertising?

Contextual marketing works in tandem with online advertising because it allows for greater targeting depending on where a person is at any given moment.

While this may seem irrelevant, when people are looking at stuff from different cities or states, they will be more likely to purchase something because of their location.

Much of the population relies on recommendations from others, so if someone who has been to Dublin recommends something in Belfast, then the chances are good that somebody will listen!

Even if they are not particularly interested in traveling, they will be more likely to watch what’s new in Belfast if they know somebody who has been there.

How does this type of marketing differ from others?

Contextual advertising is different from traditional ad campaigns because it does not target people based on their demographics or interests.

Instead, it targets people based on where they currently are and the context that surrounds them at that moment.

Advertisers can make smarter decisions when delivering advertisements to specific customers with more information about a person’s surroundings.

This helps brands create campaigns that acquire fewer clicks from those not interested in their product while increasing the click-through rate for ads shown to those who have a better chance of being a target audience.

How is contextual marketing different from targeting by interest or demographic?

 There’s a big difference between advertising to someone based on their interests and advertising to them based on where they are at this exact moment.

Interests and demographics can be determined over time- people who look at one product online already indicated that they might want to purchase it.

But the context of an ad means that the company knows what you’re looking at right now. So it doesn’t matter if you just stumbled across it. What matters is that you’re interested in seeing more information about it.

It’s not just a matter of whether or not somebody is currently looking at something, but also why they got there. What led them to the page?

What are the benefits of contextual advertising?

Given how specific and relevant this type of marketing can be, there’s no surprise why companies would use it over traditional ads.

For instance, instead of wasting money by advertising to people who have no interest in its product or service, a company can target adverts at visitors based on their current surroundings and interests and increase its potential client base with just one click.

This type of target market costs much less than general ads while still giving you a greater reach.

What are the disadvantages of contextual marketing?

Contextual ads are great for businesses because they target customers that are interested in buying their product.

But there are some downsides to being so targeted, including invasion of privacy.

Some people are uncomfortable with companies knowing where they’re browsing and what interests them at any given moment.

This is why Google has moved away from using user location when advertising (although advertisers can still see location information) to make things less personal. 

Types of Advertising:

Search engine marketing (SEM)

SEO and SEM are the most commonly used forms of internet marketing for growing a business.

Search engine marketing, or SEM, is also known as pay-per-click (PPC) advertising. It’s one of the most popular forms of contextual marketing because it allows people to use search engines like Google and Bing to reach customers in their area when looking for specific products and services.

For example, An eCommerce site that sells swimsuits in Florida can choose to show ads about its latest sales and summer promotions in specific locations depending on who searches for “swimsuits” during the summer months.

This would be beneficial because more people want to purchase new swimwear around this time of year so this eCommerce site would be reaching more interested customers.

Display Advertising

This is a form of contextual marketing involving advertisers placing different ads on popular websites that target specific audiences. The idea is to get potential customers interested and engaged in the product and encourage them to purchase it.

Social Media Marketing (SMM)

SMM is a branch of marketing that involves gaining visibility and traffic through social media sites like Facebook, Twitter, Pinterest, etc. Each of these platforms has millions of visitors every day, so it’s an excellent way to spread awareness about your brand or product.

The marketing content you post on each of these sites needs to be engaging for people to engage with you. Therefore, contextual marketing goes hand in hand with SMM because you can target your content specifically to what each type of visitor is most interested in.

This form of online marketing happens when businesses reward customers with new leads or sales through referrals.

This can be done by offering discounts or coupons, but most often, it’s done by offering cash incentives that motivate customers to continue recommending the business’ services.

Mobile Advertising

Mobile advertising is primarily regarded as the future of contextual marketing because it’s becoming more and more popular.

There are several types of mobile advertising that involve different strategies for reaching customers on their mobile phones like apps, location-based ads, banners, SMS/MMS ads, alerts/notifications, etc.

But regardless of how the ads are shown on someone’s mobile phone, the goal is always to get them interested in what you’re advertising. This can be done through coupons or special deals, but one of the most popular ways is collecting data about the customer and offering relevant ads specific to their interests.

Targeted Advertising

Targeted audience advertising is a form of contextual marketing where ads are shown to specific customers based on their browsing habits and what interests them at any given moment.

It’s similar to display advertising, but instead of advertisers paying for ads in front of the general public, targeted ads ensure that only interested people come across them.

This type of marketing is gaining traction among businesses because it allows companies to not waste money on advertisements that won’t produce results or engage with potential customers properly.

These are just some examples of how contextual marketing works depending on what forms of advertisement businesses use.

Knowing the difference between specific types of ads will give you an advantage in deciding what methods work best with your products and services, so you know with certainty.

What is the future of contextual marketing?

As people shift from desktops to mobile and tablet devices, contextual marketing is becoming increasingly popular due to its mobile-friendly nature.

Because these ads can be highly targeted and because advertisers can see exactly where their customers are browsing from, they will continue to use this type of marketing as a growing number of people turn to mobile devices for their internet needs.

As more businesses begin to recognize the value that mobile has as a platform for advertising, we’ll likely see companies investing time and money into developing even better ways of targeting customers through mobile.

Summary

Contextual marketing is becoming increasingly popular because it has become easier to target customers on their mobile devices.

Mobile advertising, which focuses primarily on the user’s location and browsing habits, will continue to grow in popularity as more people turn to smartphones for their internet needs.

Several types of mobile ads may be used depending on your product or service. Still, regardless of what style you use, contextual marketing should always be considered when planning a marketing strategy.

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Author

A data-driven professional with more than 10 years of experience in digital marketing, SEO, PPC, automation, and so on. Privately tea lover, gamer, tech nerd, and traveler. I love writing about marketing!

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