The challenges that contextual advertising and marketing still face

Contextual marketing is one of the tools that have become a staple on the internet. Advertisers place their ads where there is content directly related to what they are offering, which guarantees – or is the thought behind the idea – that the consumer will receive that ad with interest. At the end of the day, it is nothing more than commercial information on a subject that interests you. Although we tend to directly associate contextual marketing with the Internet, the truth is that the idea was not born only in the heat of the Internet and exists outside of those contents Iceland Mobile Database. For example, the fact that in a supermarket they place an offer for a specific product associated with an exact supermarket aisle is also contextual marketing: if they are giving us that message it is because the place where we are is proper to it.

In other words, the action takes place under the scenario in which the user or consumer has more possibilities of acquiring a product. The boom of the internet and new technologies has, however, created more favorable scenarios and generated information flows that make it much easier to share these types of advertisements. Social networks do nothing more than generate data about the user and their context, and advertising tools have become a more complex element that allow us to be much more efficient when creating ads that really integrate with the other messages that they are receiving. the consumer. Thus, Twitter and The Weather Company’s agreement to use weather information when serving ads is just one more way to create contextual marketing.

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But despite this favorable context, contextual marketing still has to face a series of challenges, as revealed by the study on the matter that has just been carried out by The Economist Intelligence Unit in collaboration with SAP. Contextual advertising can raise consumer concerns and, for brands, it may not be too difficult to step out of line. “It is vital that companies do not use contextual information in a way that makes consumers feel they are being watched , ” notes the editor of the report, Pete Swabey. “Against this, they should use it with a listening tool to give more value to consumers,” he says. Brands must watch out for privacy In fact, the main problem with this type of action is privacy. Consumers are particularly sensitive when it comes to data and are unwilling to let brands know more about it than is fair. Citizens are not comfortable with companies that know them too well, although for companies it is too powerful a temptation to let go.

Every brand wants to know its consumers very well because they feel that this way they can give them the information they really need and put their products on, so to speak, a silver tray. Crossing the line can be very dangerous. Consumers may feel that these ads are intrusive and that they have violated their privacy, which will push them to directly prevent the ads from reaching them with their blocking tools or to eliminate the relationship with the brands, unsubscribing from the services of email marketing or loyalty cards that were sources of information for the company. Contextual data isn’t mana either Another challenge that companies face when it comes to contextual marketing is the information itself. Interpreting the Brother Cell Phone List data they receive is very complicated and understanding the context is not an easy activity.

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The example they put in the study is quite clear: that a consumer looks at a product once does not serve to turn that data into a reference to bombard with related advertising all the time. You may look at a kettle one day, but serving kettle advertising for the next six months won’t make you buy any more products from that category. Brands have to strive to understand the context in which their ads will move and to respond appropriately to it. Companies will have to use context not only to choose which messages to serve but also the type of ads that fit. For example, they explain to us, if a consumer is running out of gas, he does not want an emotional advertisement about a network of gas stations. You want to know when you will come across the nearest establishment. And the type of consumer who is viewing a product also varies: It is not the same that a teenager has made a search than that his father does.

Related advertising will have to be completely different. Contextual marketing still requires work Therefore, these ads cannot be thought of as a miraculous item that will almost magically achieve results. Brands have to continue studying and analyzing the situation to achieve more effective results. They have to work to get to know their consumers better and above all to understand how that knowledge can work in their favor. As they point out in the report’s conclusions, “contextual information is another factor to add to the growing complexity of digital marketing.” Firms have to incorporate it into an increasingly complete scenario.

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