Shafqat M. is the professional content writer who has been helming digital marketing projects for the last 5 years.
Which of the two, content or context, matters the most in digital marketing?
Going by expert opinion on content vs context debate, context is more impactful and a determining factor for the success of your marketing campaign.
It won't be wrong to say that the content shorn of contextual relevance is as good as nothing.
Brand perceptions undergo a lot of upheavals, and sales response is affected, given the way marketing is done.
Complete reliance on content without giving a thought to context may end up doing more damage than good to a brand's image.
Why so is very simple but important to understand, especially if you are investing in content marketing.
Since users are exposed to an endless bombardment of ads each day and every moment they tap into their phone.
Your content amounts to nothing but wasteful spending of advertising money to run a marketing campaign if the context is not given due importance.
Quite often, ads are served to users who've got no interest in advertisements served. Or find no contextual relevance to relate to ads, hence they ignore or circumvent the ad altogether.
You may have impressions running into thousands per user but the frequent flash of these ads freak out users.
The annoyance caused, as a result, destroys the purpose of advertisements. This resentment of sorts holds even if ads are from brand users value the most.
Data Mining and AI Help Make Marketing Contextual
That calls for marketers to positively think about and take into account consumer perspectives, interests, likes, and dislikes.
Their involvements and previous brand engagements are of paramount importance to a marketing campaign whether that be PPC (pay-per-click) or content marketing.
That entails lots of data tapping and today's AI-driven technologies marketers work with, day in and day out, render mining into user data real easy, faster, and insightful.
There's no hindrance as such to providing contextual marketing experience for businesses except that digital marketers often fail to appreciate that context has precedence over content.
Simply put, content is just a message and users may or may not relate to, hence it could or could not yield desired results.
Context, on the other hand, puts marketing message and user interests on the same pedestal to contextualise the ad message or content.
Context vs Content Marketing in a Nutshell!
The rise in Artificial Intelligence and Big Data has transformed digital marketing in a big way.
Today it's a smarter enterprise, cleansed off random advertising practice. Some of the definitive traits of context marketing are:
a) Right timing,
b) Right content, and
c) Target audience.
Unlike content marketing where content is the king and nothing else matters, context marketing goes a step further to care equally for a marketing message, timing, and deliverance.
All along, customer personality is taken into account. So you're not throwing away information but effectively conveying your message to prospects.
Here's How Context Renders Digital Marketing More Effective!
- Produces marketing content that resonates with buyer personas because it's taking into account their tastes, desires, and emotions.
- Gives marketers a sneak-peek into prospects' lifestyles, needs, motivations which makes digital marketing engaging, informative, and effective.
- Reaches out to consumers when they are most motivated to respond to your marketing message, hence manifolds ROI.
- Adds to the effectiveness of digital marketing by centering campaign strategies on buyer personas, not content. Not just demographics and locations but also characteristic interests of consumers, their attributes and emotional urges are targeted to influence buyers.
Benefits of Contextual Marketing
Undoubtedly in the debate of content vs. context, the context has clear precedence over the content when it comes to digital marketing.
Only a contextualised marketing message can influence, impact, and change the way viewers respond to an advertisement.
In other words, context marketing effectively incites prospects to respond to the contextualised ads instinctively, which is amazing given its impact on the success of a campaign.
And the long term benefit of contextualised digital marketing is that peoples' perspectives on a brand change dramatically.
Context duly furnishes users with a fresh pair of eyes to explore a brand in a new light, more intimately, and personally.
This content is accurate and true to the best of the author’s knowledge and is not meant to substitute for formal and individualized advice from a qualified professional.
© 2020 Shafqat M