Contextual marketing is what advertisers everywhere are aiming for, providing relevant information to consumers based on recent search activity. Some companies really have this down and are able to move beyond “the right message to the right person at the right time”. These companies include Nestle, Disney, Marantz, and GE. So what is it that they are doing right?
How are they successfully getting their contextual marketing campaigns off the ground and achieving the best possible results?
Here are some recommendations:
- Assemble the Proper Teams. Typical first-time projects begin with one line of business. This can be email, social, mobile, or customer-service. People properly educated in these areas are essential at making these initiatives successful. The team will be able to bounce ideas off of each other and aggregate to accomplish the best long-term results.
- Content Strategy. Content is essential with contextual marketing. Content must include all contextual elements, such as the various situations, conditions, locations, device interfaces, goals, and KPIs.
- Real-Time Ability. This is important as consumers will want relevant information when performing searches. If they are looking for somewhere to get a good latte, and the only results that filter to the top of the search engine are for coffee shops that close at 8pm, but it is 11pm, the consumer will quickly move on. Many teams employ well-trained analytics and social media teams that can provide this information in real-time to consumers actively searching the web.
- Get Permission. It is imperative that contextual communications are not pushed on consumers. No one likes to feel like they are being manipulated in any circumstance. Make sure there is an option to opt-out if wanted. Every brand must keep in mind the four components of permission communications: education, brand accountability, consent and agency, and value (what’s in it for me?).
- Internal & External Partners. Both internal and external partnerships are wise to have, as contextual campaigns go far beyond only marketing. These campaigns touch other areas that can be of great value to stakeholders.
- Technology Vendors. Be fully aware when choosing tech vendors what value they will bring as well as their limitations. Choose accordingly for specific projects.
- Continuing Education. The area of contextual marketing is ever changing, and it is essential to be well informed of the latest technologies, tools, data, and best practices available.