The Power of Consumer Context in Marketing
March 2, 2023
Reaching your audience at the right time and in the right place can be the difference between a stand-out campaign and one that falls short. That is where consumer context comes in.
What is consumer context?
Consumer context refers to the circumstances, conditions, and environment in which a consumer is making a purchasing decision. It encompasses both physical and digital factors that influence a consumer's behavior, such as their location, time of day, device type, browsing history, previous searches, and interests.
What are the benefits?
There are a number of benefits to considering consumer context when building your marketing strategy, considering the context in which your ad is going to be consumed can have a positive impact on your campaign's success.
Here's what we think are the top benefits to contextual marketing:
Increased Relevance: By understanding a customer's context, businesses can tailor their advertisements to be more relevant to their specific needs and interests. This leads to higher engagement and a more positive experience for the customer.
Better Conversion Rates: When customers receive advertisements that are relevant to them, they are more likely to make a purchase. This leads to higher conversion rates and improved ROI for businesses.
Enhanced Customer Experience: By providing a personalized and engaging experience, businesses can strengthen their relationship with their customers. This can lead to increased brand loyalty and repeat business.
- Build a better understanding on your audience: we talk a lot about the importance of understanding your target market. exploring the context behind your customer's buying habits can strengthen this understanding and improve future campaigns.
By taking into account the context in which a customer is viewing an ad, businesses can provide a more relevant, personalized, and engaging experience. This leads to higher conversion rates, improved customer experience, and greater insights into customer behaviour.
Consumer context can be incorporated with a number of different marketing methods, such as radio advertising. For example, an advertiser may choose to air a radio ad for a local restaurant during the morning drive-time, when people are on their way to work and may be thinking about where to grab breakfast. By targeting the right audience at the right time, the advertiser can increase the likelihood that their ad will be well received and acted upon.
To learn more about different methods of marketing here!