The importance of context

The Importance of Context

The digital age has offered up so many ways for people to interact with marketing. The differences between a television commercial and a YouTube or Facebook ad might not be immediately obvious. Though the format is similar, the latter can be easily viewed anywhere, at any time, by anyone and on almost any device. Meaning, the difference is the context in which consumers are viewing your content.

Behaviour vs intent targeting

Behavioural targeting is using what you know about a prospective customers past behaviour. Knowing what they have browsed or bought online is useful, but it can be hard to reliably predict their future behaviour.

To do this you need to understand their multiple contexts, from their occupation and interests to whether they have children or their marital status. Also adding “SoLoMo” (social, local, mobile) to the contextual mix is useful.

Social Media Channels and User Intent

Different channels have different user intents, for instance, big names like Facebook and Snapchat have large audiences so rather than focus on a particular demographic, generalised advertising works well.

To understand social media channels and user intent fully you need to try to understand the context of somebody using that social media platform. Is it most commonly used for interaction with friends, family and building personal relationships? If so a light hearted approach might be more effective than the traditional salesy approach. LinkedIn is a useful Social Media for building B to B relationships, while Instagram for example might not be as effective in that area.

Regardless of the platform or strategy, if you take creative content, valuable information and personalised offers into relevant contexts where your customers can choose to engage with them we at Conteur feel that this will quickly enhance your brand.

Context Title

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