Contextual marketing is essentially about having a deep comprehension of the context of your target audience and then crafting your content accordingly. By implementing the tropes of contextual marketing, you can directly communicate with the psyche of your target audience. A digital marketing company in Kolkata can help you best in sharpening the tools of your contextual marketing and make your message relevant and targeted to the needs, interests and desires of your targeted audience. 

Here we share with you the immense potential contextual marketing harbours in today's time and age. 

What is contextual marketing?

Contextual marketing is a practice of learning your customers' behaviours and preferences and using those analytics to directly address their needs. Such contexts and behavioural patterns can include products, previously opted services, location, the time of their job shifts and other information which a digital marketing company can rally to further your marketing prospects. 

If we delve into the technical nuances of contextual marketing, we can highlight several tropes it puts into use. It generally consists of implementing a set of rules that are specifically tailored to each situation. For instance, if you are marketing on a rainy day, you can send your customers a marketing message that evokes or conveys the sentiment of a rain-drenched morning. Also, if you are running a café and want to target people whose job shift ends in the evening, you can use analytics to concretise your target location and craft your marketing messages accordingly. Contextual marketing works superbly in association with email marketing, WhatsApp marketing and personalised marketing tactics. 

However, contextual marketing is much more than personalising tactics to make your audience feel valued. Yes, personalisation is an important tenet of contextual marketing, but it also includes a broader spectrum of marketing tactics that can help you drive a better ROI.

How does contextual marketing work? 

Contextual marketing allows digital marketing agencies and advertisers to reach highly specific audiences by utilising multiple factors such as interests, preferences, surfing habits, social media and so forth. This allows the marketers to craft highly specialised contents that the targeted audience will be likely to engage with. In consequence, the marketing practice will lead to higher engagements and leads.

Let’s illustrate the working of contextual marketing with a lucid example. Let's say a florist or a banquet owner might want to run a campaign in a city. They will need to figure out what types of people live in a city and, among them, which groups and communities can afford the packages offered by the banquet. Then, they could also utilise contextual targeting tools such as Facebook's custom audiences tool to reach audiences who have displayed interest in their services or previously have visited their websites. 

The prospective uses for this marketing strategy are prolific: 

  • You can target your customer base on specific interests (such as music, foods, and films)
  • You can also target demographics (e.g., age range)
  • Moreover, you can reach out to audiences using geo-social targeting (i.e. those who reside within a specific radius within the centre of your outlet) 

How does contextual marketing drive more ROI? 

You can utilise the strategies of contextual marketing to drive more ROI.They are: 

  • Delve into the analytics to unearth more critical insights 
  • Utilise these insights to personalise your marketing campaigns
  • Achieve higher relevance and grounds among your targeted audience persona

The benefits of contextual marketing

If we haven’t managed to convince you of the many perks and bright sides of contextual marketing yet, take a short glimpse at the world of benefits contextual marketing can bring to your business: 

Customer Satisfaction

You can create a stellar customer experience through contextual marketing, as your marketing message will directly resonate with their needs, requirements and desires. 

Acquisition 

Contextual marketing helps you acquire new & prospective customers as the marketing messages can vibe with their interests, tapping into their preferences, desires and habits. 

Brand loyalty

You will experience a higher level of customer retention with contextual marketing. 

Higher relevance

Once a digital marketing agency takes the reins of your contextual marketing, they can pitch your services perfectly to your targeted audience. 

Other perks

There are yet other miscellaneous perks to contextual marketing, including: 

  • Increased personalisation
  • Increased engagement
  • It boosts on-site metrics

In a nutshell, contextual marketing is a cutting-edge marketing strategy that can not only skyrocket your ROI and increase your engagement but also help to build strong brand loyalty.