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Is Your Content The Right Fit For Your Audience? Learn About Context Marketing And How to Apply it

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Is Your Content The Right Fit For Your Audience? Learn About Context Marketing And How to Apply it

Successful businesses know ‌their consumers are constantly evolving. The modern consumer is selective when they consume media. They don’t appreciate top-down marketing strategies anymore. Rather, they want businesses to cater their content according to their needs and not the other way round.

Context marketing is an excellent solution for any brand that wants to up its advertising game. It’s a consumer-centric approach that involves pushing relevant content to your target audience based on what they’re doing at that moment. The ultimate goal is to ‘catch’ your consumers when they’re engaging in an activity that is related to your brand.

For example, a woman is searching for an easy recipe on YouTube to make lunch for her children. She clicks on the video she wants to watch and a pre-roll runs before she can access her content. The pre-roll is advertising a bento/lunchbox brand. The woman finds this to be useful and clicks on the provided link to purchase bento boxes for her children. This would be a context marketing win.

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Context Vs Content Marketing: The Guide

Brands that regularly advertise know all about content marketing but here’s a quick recap just in case.

Content marketing is all about content creation and sharing. You can create multiple forms of digital content pieces, including but not limited to short and long-form videos, static graphics, 2D/3D animations, blog posts, and 360 videos. This content is intended to generate interest in a brand but doesn’t specifically use consumer preferences as insights.

Context marketing is different because it uses data-driven insights to target your consumers at the most relevant times. Brands can select from a variety of options to create a contextual campaign that makes consumers pay attention because it promotes something they need at any given moment.

For example, if you were advertising a call masking app using a content marketing strategy, you would create a bunch of posts promoting the app. You’d post these on your social media and use media spends to advertise it to a general audience. This strategy might work, but it won’t get you the ROI you need.

Alternatively, you could use a context marketing strategy and place ads for the app in YouTube videos involving pranks. You could also use Google AdSense and have your ads pop up when people search for privacy concerns when making phone calls. This strategy would ensure you hit your marketing KPIs and would be much more efficient.

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Why Does Context Marketing Work?

It’s a good time to segue into the whys of context marketing. Why should your brand adopt a context marketing strategy? What’s in it for you? These are great questions to ask and the answers will reassure you.

Here’s why context marketing works for advertisers:

Context Converts 

The key to getting crazy conversions is to study your consumers’ journey. Traditional marketing focused on a funnel approach, where the brand would guide the consumer towards purchase. Context marketing asks you to consider the consumers’ needs before pushing content to them. Adopting this strategy leads to better content performance and an impressive conversion rate.

Context is Affordable 

Brands can get efficient results that are lighter on the pocket than a content-based approach. There’s no need to create endless campaigns to sell your product or services. You can use one or two key content pieces, target them to pop up at the right time, and enjoy successful results.

Context is Retained 

All brands want to break through clutter. In an over-saturated digital space, thumb-stopping power is king. Context marketing allows brands to increase both Top of Mind (TOM) and recall because it creates brand equity, i.e. provides consumers with branded yet impactful experiences. These make them less likely to forget about the brand.

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How to do Context Marketing the Right Way

Context marketing should be your go-to strategy across the various touchpoints in your marketing plan. The approach applies to ideation, comms, and even your brand’s digital eCommerce strategy. We will discuss implementation in greater detail below.

An efficient context marketing strategy simultaneously identifies and solves consumers’ problems or pain points. Brands shouldn’t be worried about getting eyes on their products. They should be more concerned about solving key issues that their consumers have, to increase their customer base and win loyalty over time.

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Keeping this in mind, these are some of the points to consider when formulating your brand’s context marketing strategy:

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1.   Use Popular Platforms to Craft Experiences

According to Statista, approximately 6.648 billion people own smartphones around the world. This is a staggering number because it accounts for almost 83.72% of the global population. Any successful brand knows they have to be where their consumers are, which is to say on smartphones.

Brands can utilize context marketing to create relevant experiences for consumers right on their cellphones. An efficient and uncomplicated way to do this is to follow PUBG’s example.

The mobile game collaborated with K-Pop girl group BLACKPINK last year to create a set of in-game billboards, electronic displays, and custom outfits for playable characters. With K-Pop on the rise, BLACKPINK placed themselves in a relevant space and targeted gaming consumers so they would create a positive association around both the brand and the band.

Context marketing through mobile phones is also possible through geotargeting. Dominos ran a successful campaign where they pushed offers and deals to consumers based on their exact location. This was all done in real-time; consumers got texts urging them to order Dominos with a unique discount for their area. The campaign was a major win and resulted in a high conversion rate for Dominos.

This model can be replicated: imagine efficiently reaching consumers through texts or voicemail at the time they need it most. Their brand love would increase exponentially.

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2.   Place CTAs in Effective Spaces

All branded content being pushed in online spaces should include a Call To Action (CTA). Context marketing works when a potential consumer sees your advert in a space where it’s hyper-relevant.

For example, if an employer is browsing online about “remote culture”, they would be open to seeing an advertising blog about remote work. A strong CTA like “Visit Here!” might give them the extra push they need to open your webpage.

3.   Create Spaces for Social Sharing

Virality can make or break brands in this digital age. Brands can amp up their shareability with a focused context marketing strategy. A good example to follow is to look at what Buzzfeed does.

Buzzfeed is a content giant and it works solely on the principle of social sharing. If your friend enjoys an article or quiz made from Outgrow Quiz Maker, they will send you the link. You will engage with the content piece, earning Buzzfeed revenue, and you might share it forward, too. Buzzfeed engineers this process by customizing the sharing buttons on the bottom of its web pages.

So, based on a consumer’s online habits, the article they see will have specific buttons for the social media sites they visit most. Frequent Instagrammers will see the Gram button first in order, whereas Twitter users will see the blue bird. This is a smart way to contextualize your content since it places the audience in the top spot.

Brands can also incentivize social sharing and/or engagement. For example, everyone knows how to rate an app but not everyone wants to do it. Your brand can offer a small incentive such as a discount coupon or a BOGO offer to get consumers to rate your app. It seems like a small gesture but this kind of context marketing can increase retention and build a positive association around the brand for the audience.

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Bonus: Contextualize your Marketing with Facebook

It’s worthwhile to note that Facebook is an important platform for brands looking to deploy context marketing. Numerous Facebook groups cater to almost every niche you can think of. Some of these groups also allow brands to covertly advertise their products or services cleverly.

For example, an FMCG brand can offer a month’s or year’s worth of goods to users that engage with its digital campaign in the group. Consumers love when brands engage with them in a personal space as long as they’re not obnoxious about it and Facebook groups are a good way to do that.

Facebook also makes it possible to target ads based on what users have liked or engaged with. If you like a page about rock climbing, for example, you’re likely to start seeing adverts from brands selling safety gear or sports apparel. This makes it possible for brands to pull in new customers from a specific pool, meaning they increase their TOM for their audience.

Whether you leverage Facebook or Google to contextualize your adverts, the point of note is that context marketing works. It delivers results backed by data, allows for reduction in marketing spends and content budgets, and enables businesses to build brand equity through relevant and impactful consumer experiences.


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Drive Conversions and Generate Engagement With Instacart Promotions

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Drive Conversions and Generate Engagement With Instacart Promotions

Through deals and coupons, Instacart has saved consumers more than $700 million in 2022. As we dive into 2023, the leading grocery technology company in North America has big plans to help consumers save even more while also helping CPGs generate sales. Instacart recently announced an advertising solution that helps both sellers and consumers called Instacart Promotions. This exciting feature is designed to help drive conversions, boost sales, and generate overall engagement on the app.

Interested in this feature and how it can help your business on Instacart? Read on as we dive into everything you need to know about this ad solution including benefits, how to get started, and more.

 

What are Instacart Promotions?

 

Instacart Promotions is an advertising feature that’s now available to all brand partners, including emerging brands, within their open beta program. Promotions give CPGs the opportunity to offer new deal structures, promotions, and incentives with Instacart Ad campaigns. With this feature in place, consumers will have access to more promotions, coupons, and deals that are tailored to them within the Instacart Marketplace.

“With the launch of our new Instacart Promotions, all of our brand partners now have the ability to set up coupons and promotions that can drive meaningful business results while also passing on more savings opportunities to consumers. We’re proud to continue expanding our portfolio with additional self-service capabilities, ad formats that drive results, and measurement that brands need to understand the true impact of their campaigns on Instacart.”

 

– Ali Miller, VP of Ads Product at Instacart

 

Source: Instacart

 

How Do Instacart Promotions Work?

 

Promotions, now available in Ads Manager, gives consumers the ability to discover more promotions and savings opportunities within the Instacart app. These promotions now show up directly on product item cards before checkout for easy accessibility. Promotions allow advertisers to customize their campaigns to sync with their goals and objectives whether that be driving sales, building baskets, or boosting trials.

Instacart shared a recent example of a brand successfully utilizing Promotions… 

Athletic Brewing, General Mills, Sola Company, and Wells Enterprises (maker of Halo Top) are strengthening campaign performance by pairing Instacart Promotions with ad formats such as Sponsored Product and Display. Instacart Promotions include two new flexible and customizable structures: Coupons (“buy X units, save $Y”) and Stock Up & Save (“Spend $X, Save $Y”). 

According to Instacart, in the coming months, the company “will work to further enhance the new offering with new deal structures such as Free Gifts and Buy One, Get One (“BOGO”). The new deal structures will help brand partners run “Free Sample” programs that can win new customers and serve personalized discounts for different customer segments, such as “new to brand” and “new to category.”  

 

Example of Instacart Promotions

Source: Instacart

 

Instacart Promotions Benefits

 

Deliver Value and Savings to Consumers

 

With Instacart Promotions, you have the opportunity to deliver value and savings that will have consumers coming back for more. With this savings feature, your brand can stand out among the competition and offer a variety of deals to shoppers ie: “Buy X units, Save $Y”.

 

Hot tip: Ensure you are selecting products for your promotion that are well-stocked and widely available.  

 

Tailor Your Campaigns to Specific Objectives

 

With a variety of savings options available, your brand can structure deals to fit specific business goals and objectives. 

 

Hot tip: If you’re looking to drive visibility and awareness, try pairing promotions with Sponsored Product campaigns. 

 

Access Real-Time Performance Insights 

 

The Promotions beta program is live and can be accessed within Instacart Ads Manager. Within Ads Manager, advertisers can access real-time insights to maximize performance and adjust campaigns as needed.

 

Hot tip: Make sure your budget matches your discount and objectives.

 

“As an advertiser, Instacart’s unique offering to self-manage promotions is so exciting! Historically, making adjustments to offer values and other promotion parameters was a more manual process, but now we’ll be able to easily make optimizations in real-time based on redemption performance.”

Emily Choate

Emily Choate, Senior Specialist, Marketplace Search at Tinuiti

 

Interested in Instacart Promotions?

 

With Instacart Promotions, you have the opportunity to reach new customers, build bigger baskets, and drive sales. Interested in testing out the beta program or looking to get started with advertising on the app? Drop us a line – we’d love to help elevate your CPG brand on Instacart.

 

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(Re)Introducing your favorite Optimizely products!

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(Re)Introducing your favorite Optimizely products!



It’s important to us that you, our valued customers and partners, can identify with the tools you use daily.  

In that pursuit, Optimizely set out to simplify the way we talk about our product suite. That starts, first and foremost, with the words we use to refer to the technology.  

So, we’ve taken a hard look at everything in our portfolio, and are thrilled to introduce new names we believe are more practical, more consistent, and better representative of the technology we all know and love.  

You may have seen some of these names initially at Opticon 2022 as well as on our website. In the spirit of transparency, the team here at Optimizely wanted to make sure you had full visibility into the complete list of new names, as well as understand the context (and rationale) behind the changes. 

So, without further ado… 

Which names changed?  

Some, but not all. For your ongoing reference, below is a complete list of Optimizely products, with previous terminology you may be familiar with in the first column, and (if applicable) the new name in the second column.  

Used to be… 

Is now (or is still)… 

Meaning… 

DXP 

Optimizely Digital Experience Platform 

A fully-composable solution designed to support the orchestration, monetization, and experimentation of any type of digital experience — all from a single, open and extensible platform. 

Content Cloud 

Optimizely Content Management System 

A best-in-class system for building dynamic websites and helping digital teams deliver rich, secure and personalized experiences. 

Welcome 

Optimizely Content Marketing Platform 

An industry-leading and user-friendly platform helping marketing teams plan campaigns, collaborate on tasks, and author content. 

DAM 

Optimizely Digital Asset Management 

A modern storage tool helping teams of any size manage, track, and repurpose marketing and brand assets (with support for all file types). 

Content Recs 

Optimizely Content Recommendations 

AI-powered and real-time recommendations to serve the unique interests of each visitor and personalize every experience. 

B2B Commerce 

Optimizely Configured Commerce 

A templatized and easy-to-deploy platform designed to help manufacturers and distributors drive efficiency, increase revenue and create easy buying experiences that retain customers. 

Commerce Cloud 

Optimizely Customized Commerce 

A complete platform for digital commerce and content management to build dynamic experiences that accelerate revenue and keep customers coming back for more. 

PIM 

Optimizely Product Information Management 

A dedicated tool to help you set up your product inventory and manage catalogs of any size or scale. 

Product Recs 

Optimizely Product Recommendations 

Machine-learning algorithms optimized for commerce to deliver personalized product recommendations in real-time. 

Web 

Optimizely Web Experimentation 

An industry-leading experimentation tool allowing you to run A/B and multi-variant tests on any channel or device with an internet connection. 

Full Stack 

Optimizely Feature Experimentation 

A comprehensive experimentation platform allowing you to manage features, deploy safer tests, and roll out new releases – all in one place. 

Personalization 

Optimizely Personalization 

An add-on to core experimentation products, allowing teams to create/segment audiences based on past behavior and deliver more relevant experiences. 

Program Management 

Optimizely Program Management 

An add-on to core experimentation products, allowing teams to manage the end-to-end lifecycle of an experiment. 

ODP 

Optimizely Data Platform 

A centralized hub to harmonize data across your digital experience tools, providing one-click integrations, AI-assisted guidance for campaigns, and unified customer profiles. 

 

So, why the change?  

 It boils down to three guiding principles:  

  1. Uniformity: Create a naming convention that can be applied across the board, for all products, to drive consistency 
  2. Simplicity: Use terms that are both practical and concise, ensuring the names are something that everyone can understand and identify with  
  3. Completeness: Develop a framework that showcases the full and complimentary nature of all the products and solutions within the Optimizely suite 

 As the Optimizely portfolio comes together as a complete, unified platform, it’s important that our names reflect this, as well as support our 3 key solutions (i.e. orchestrate amazing content experiences, monetize every digital experience, and experiment across all touchpoints).  

Other questions? We’ve got you covered. 

Q: Why have you made these product name changes? 

    • We wanted to simplify how we talk about our portfolio. The renaming applies a naming convention that is both practical and concise.  

 

Q: Do the new product name changes affect the products I own? 

    • No, there is no impact to product functionality or capabilities.  

 

Q: Do the new product name changes affect who is my Customer Success Manager or Account Manager?  

    • No, there are no changes to your Customer Success Manager or Account Manager. 

 

Q: Do the new product name changes affect the ownership of the company?  

    • No, ownership of the company has not changed. We have only made changes to the Product Names. 

 

Q: Have any contact details changed that I need to be aware of?  

    • Only contact details for former Welcome customers has changed. These are the new contact details you should be aware of: Optimizely, Inc.| 119 5th Ave | 7th Floor | New York, NY 10003 USA. Phone: +1 603 594 0249 | www.optimizely.com 

 

Q: Where can I send any follow up questions I might have?  

    • If you have any questions about the Product Names, please contact your Customer Success Manager or Account Manager.  


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Email Marketing Trends 2023: Predictions by the Industry Stalwarts

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Email Marketing Trends 2023: Predictions by the Industry Stalwarts


Every year, we see new trends entering the world of email marketing.

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