1. Applications of Contextual Marketing in Business
The content below provides a clear overview of the application of Contextual Marketing in business for each audience: users, businesses, and website owners.
1.1 For Users (who access and receive advertising messages)
Contextual Marketing is all about allowing visitors to get exactly what they are looking for without too much effort when using a certain keyword. At the same time, links on the web that are related to each other will be provided to the user, as these are based on researched keywords or so-called related keywords. Information directly to the problem is exactly what the user needs.
Therefore, it helps a user’s ability to receive ads higher, through which the rate of users viewing or clicking on ads based on Contextual Marketing is much higher than conventional banner advertising.
Contextual Marketing apps make ads more receptive to users
Visitors won't be bothered by irrelevant pop-up ads because the content of the website has relevant and engaging links. As a result, users can easily absorb ads, which can lead to users becoming customers of the business.
The salient and important part of Contextual Marketing is that it does not engage in the exploitation of user data to track online behavior. All ads created through contextual targeting use keywords or keyphrases, so users won't feel uncomfortable being intentionally navigated by the website during use. In this way, Contextual Marketing helps publishers and businesses build trust with their users.
1.2 For Businesses
Contextual Marketing allows businesses to reach the right target audience as ads are posted after researching keywords and keyword phrases based on user behavior. It is one of the most effective ways to advertise products of a specific niche online and contributes to an increase in sales by marketing your products or services to the right audience.
By using Contextual Marketing, internet users searching for a certain keyword will click on links on the website to get more information. Since it resonates with what the visitor is searching for, there's a good chance they'll make a purchase. Sometimes what's more important to a website visitor is what they're seeing right now, so Application Contextual Marketing is a strategy to target such visitors.
Contextual Marketing helps businesses maximize advertising costs while determining whether their ads are bringing in revenue. The advertising fee is calculated based on the effectiveness of the ad such as:
- Charge based on business's ad views (CPM - Cost Per Thousand).
- Cost Per Click (CPC - Cost Per Click).
- The cost when a visitor performs a certain action (buying a product, registering for a membership, voting, etc.) is determined by the advertising buyer (CPA - Cost Per Action).
Contextual Marketing app helps businesses save advertising costs
When customers visit the website, they find the advertisement information useful because it is relevant to what they are looking for. They easily get information without having to actively search for products and services. As a result, customers are likely to give feedback on products or services, improving business-to-customer interactions.
1.3 For Website Owners
Contextual Marketing benefits all: users, businesses, and website owners by referring visitors to relevant products, increasing ad viewability, strengthening the potential of conversion rates, and boosting click-through rates.
Contextual Marketing benefits website owners
Friendly Contextual Marketing messages and bringing useful information to visitors will help optimize the website's revenue. The website owner or ad publisher can exercise some control that excludes adult and violent categories, but there are still some ads that can sneak in and show up on the site. This can damage brand reputation.
But this is not a risk factor when it comes to Contextual Marketing as the ads are shown purely based on keywords or topic targeting. This allows websites to show only ads that are relevant to your content and related without risking their reputation.
2. The Future of Contextual Marketing in the Age of Digital Transformation
The need for contextual shopping is a new trend in online or digital consumption habits that is spreading strongly across countries around the world, especially during the Covid-19 period.
Contextual Marketing is the trend in the digital transformation era
Breakthroughs in technology will take Contextual Marketing to the next level. Currently, a number of large and small businesses have begun to focus on digital transformation as well as applying Contextual Marketing to their business. In the digital transformation phase, if you just ignore it, you will quickly lose your position in the market. Digital Marketing is full of this fierceness.
3. Conclusion
Applying Contextual Marketing to business is an inevitable trend in the digital marketing era to help businesses effectively target, save on investment costs, maximize profits, and grow.
A good Digital Experience Platform (DXP) will help your business achieve these aims. A great DXP, like Aesir, will also save you up to 80% on digital marketing expenses and will always be upgraded for free, as and when the technology advances.
Aesir DXP is our Enterprise level Platform As a Service (PaaS) Digital Experience Platform.
It uses the most advanced technologies to analyze and evaluate user behavior and customize content to meet the right needs.
It fully connects and integrates the web, e-commerce, media, or any other web based platform or application (PWA) to a full 1st party actionable data customer journey enabling personalization, prediction, pre-targeting and full analytics tracking.
Are you ready to make a difference and become a market leader in your industry?
R Digital is a full-service global Digital Marketing agency that specializes in the development of Digital Experience Platforms. Whatever the size or reach of your business, we will develop a solution that fits.
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