Distributing a relevant piece of information to the right person at the right time means the user is more likely to discover that they are interested in something they perhaps hadn’t thought of before- it widens their horizons. At the same time the brand has a higher chance of making a sale.
What is contextual advertising?
Contextual advertising (also known as contextual marketing) is a form of targeted advertising, generally appearing on websites and in apps.
Different data for different brands
Various elements can be considered for contextual advertising. Different brands will be interested in different data: for instance, location could make all the difference for a hotel or restaurant.
• Time of day
• Preferred channel
• Past behaviour
• Purchase history
Even holding the above information, brands cannot be as accurate as they would like to be in how they organise their marketing strategy. In fact, it doesn’t help that users carry out a lot of their research outside of the brand’s area of impact. So, though traditional marketing campaigns are still vitally important, the other aspects of this journey give brands an opportunity to continue to have a powerful input.
What are the obstacles to contextual marketing?
1) The first obstacle to employing targeted ads is a lack of usable data. While we live in an age of big data, problems exist in utilising it in order to find out relevant information.
2) Technology: Connecting different data sets is partly a problem with existing technology.
Solution: “acting with context”
By employing information regarding sales, CRM data, web data, reviews & feedback, and social data, you can build up a picture that will carry your campaign forward for any brand. For example, if you are going to target a particular profession on LinkedIn, your “profile” for that sector can provide information on how best to connect with that segment.