Tuesday, 1 November 2016

How to Ensure Success in Contextual Campaigns

Contextual advertising campaigns mainly involve displaying content on multiple advertising displays including computer, mobile devices, electronic bulletin boards, newspapers and many more. In general, contextual campaigns involve the best practices from every kind of marketing methodology. But, this involvement of ‘every’ advertising medium is not something that explains true meaning of contextual campaign. The true meaning and purpose of a contextual campaign is to show the right message to right person at a right time.

The contextual campaigns are usually influenced by the recognition of contextual elements such as weather, location, and common interests of targeted audience. These elements are then considered while delivering the brand messages.

Nevertheless, contextual marketing in a right direction is truly challenging. Finding common interests and other contextual elements and arranging them in line to trigger the marketing campaign is never as easier as the definition would suggest. But then, the success that you can achieve from this marketing is surely worth bearing the troubles.

Some important points that you can take into consideration for successful contextual marketing are mentioned as under.

Content is the king everywhere. That’s what you need to realize if you want to succeed in contextual marketing. It’s content that powers chiropractic SEO campaign, offline marketing campaign and marketing on telecommunication channels. Now when we talk about content for contextual marketing, the role of contextual elements appears as the most vital factor. It’s not just KPIs and business goals that you should consider while developing the content but this development should be inspired by other elements such as customers’ interests, offers, location, weather, condition and so on.

Response based marketing is the key
Customers always have questions. So, you have to ensure that your marketing strategy is capable to answer the questions that arise in customers’ minds as a response to your marketing pitch. You can make it happen by mapping inbound and outbound scenarios. This way, you will be able to develop the content based on responses. Below is an example.

Ability to market based on specific times
Remember, you will need to market only what you can offer at a specific time. For instance, offering hot coffee in summer season would be inappropriate.

As a matter of fact, major brands are now hiring individuals to consistently monitor customers’ response through analytics and other statistical measures. Sooner, this aspect of judging consumer response is going to be the part of every marketing campaign.

Customers’ permission is always important

Making the listener hear your entire marketing pitch, whether he/she likes it or not, is a cheap telemarketing tactic, which has no place in today’s marketing. That said, you always need to make sure that your audience is ready to finally buy what you are offering. For that purpose, make sure that your marketing tactics, before finally coming to the sales pitch, have been sufficient in producing brand awareness and a reasonable value of your product in advance.

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