What is Contextual Marketing?
Posted: Tue Jan 28, 2025 5:46 am
Contextual Marketing is a discipline that bases its success on collecting real-time and contextual data from users in order to deliver the right message at the right time and to the right person. How is this achieved?
Contextual Marketing is a technique that takes user information in real-time context and combines it with a variety of information sources to deliver accurate, relevant, tailored content to the right people at the right time.
que_es_Contextual_Marketing_Madrid_HUG.png
(Image: We Are Marketing )
Context has always been important to understand the message, but if we are also talking about getting in touch with our audience from mobile devices – the real driving force of Contextual Marketing together with location-based services – it is essential to “understand” the context in which the interaction is taking place, as it will determine whether the same message is accepted or rejected.
What is your relationship with Inbound Marketing, or attraction marketing?
Is there any difference between the two, or do they rather albania phone number data complement each other? Inbound Marketing bases its raison d'être on the exhaustive knowledge of our audience (buyer persona) and their purchasing decision process ( customer journey ).
Contextual Marketing adds to this knowledge the opportunity to know where and when our user is in real time and, therefore, offers us multiple opportunities to take advantage of their context to deliver the right message, at the right time.
Now, we understand that this always occurs based on the knowledge of our audience ( buyer persona ); if not, if the message only takes into account the opportune moment based on its current context, we would be talking about contextual advertising, not Contextual Marketing.
Mass, irrelevant, interruption-based marketing has no place in the inbound marketing industry , and it seems even more intrusive when delivered to our personal devices. Instead, asking permission to move forward in the decision process – even if we already have permission (opt-in) to target our customers or subscribers – is the foundation of new contextual communication.
Contextual Marketing is a technique that takes user information in real-time context and combines it with a variety of information sources to deliver accurate, relevant, tailored content to the right people at the right time.
que_es_Contextual_Marketing_Madrid_HUG.png
(Image: We Are Marketing )
Context has always been important to understand the message, but if we are also talking about getting in touch with our audience from mobile devices – the real driving force of Contextual Marketing together with location-based services – it is essential to “understand” the context in which the interaction is taking place, as it will determine whether the same message is accepted or rejected.
What is your relationship with Inbound Marketing, or attraction marketing?
Is there any difference between the two, or do they rather albania phone number data complement each other? Inbound Marketing bases its raison d'être on the exhaustive knowledge of our audience (buyer persona) and their purchasing decision process ( customer journey ).
Contextual Marketing adds to this knowledge the opportunity to know where and when our user is in real time and, therefore, offers us multiple opportunities to take advantage of their context to deliver the right message, at the right time.
Now, we understand that this always occurs based on the knowledge of our audience ( buyer persona ); if not, if the message only takes into account the opportune moment based on its current context, we would be talking about contextual advertising, not Contextual Marketing.
Mass, irrelevant, interruption-based marketing has no place in the inbound marketing industry , and it seems even more intrusive when delivered to our personal devices. Instead, asking permission to move forward in the decision process – even if we already have permission (opt-in) to target our customers or subscribers – is the foundation of new contextual communication.