It’s All About the Customer
Having a great product is no longer enough. You also have to make sure it satisfies the customer’s needs and desires, and that it feels valuable to them the exact moment they see the ad for it. Just think of that great feeling you get when an ad suddenly appears before your eyes with exactly what you need, at the exact time you need it. Now, that’s intelligent marketing!
And that’s exactly what contextual advertising is—intelligent, and also very personal. It’s a smart choice, not only because it hits your customers at the right time and in the right place—it also lets you breathe easy with regard to all the regulations of the GDPR, which, sadly, are still routinely violated. This is because contextual advertising only relies on the interests of your target audience, never on personal data.
Contextual Marketing Explained
Contextual marketing lets you pinpoint your target audience based on topics, words, or phrases. With this approach—targeting your customers based on interests—you’ll reach your actual target. As opposed to traditional advertising, which limits their target audience based on gender, age, and other personal criteria. And you won’t appear like a stalker all over the internet. Because, if there’s one thing nobody likes, it’s that creepy feeling of being stalked!
Choosing contextual advertising ought to be obvious! Just think how you feel when you’re engrossed in a text about something you’re interested in…. You’re already in the right mode when presented with an ad about the same topic you’re reading about!
Let’s say you have a kid about to start school. Chances are you’ll read a few articles about it. As for the target group of people who are thinking about buying book bags or other school supplies? You’re almost certainly in it. A book bag sale ad, then, won’t feel out of place, as it appears within the right context.
Similarly, it doesn’t matter if you’re 20 or 60, a man or a woman, if you’re interested in, say, diving. An ad about diving tours or a new dive watch won’t feel intrusive, as it’s placed contextually in an article about diving.
Strengthen Your Brand
If you choose contextual marketing as part of your media mix, you have a lot to gain. Not only will you satisfy your customers’ needs—you’ll build trust and strengthen your brand. Placing your ads contextually will also significantly increase visibility.
Look after your brand! Look after your customers!
Would you like additional information about smart marketing?
Contact us for a chat about contextual advertising.