{"id":2994,"date":"2021-11-24T17:03:49","date_gmt":"2021-11-24T11:33:49","guid":{"rendered":"https:\/\/www.lemnisk.co\/blog\/?p=2994"},"modified":"2021-11-24T17:22:13","modified_gmt":"2021-11-24T11:52:13","slug":"contextual-targeting","status":"publish","type":"post","link":"https:\/\/www.lemnisk.co\/blog\/contextual-targeting\/","title":{"rendered":"3 Common Misconceptions of Contextual Targeting"},"content":{"rendered":"

Contextual targeting is a type of user targeting where marketers use ads or messages that are contextually-relevant to the user. It means if a user is looking to buy a particular product such as a mobile phone, personalized ads or messages related to the phone are shown to him\/her. Before the advent of third-party cookies, contextual targeting was quite popular among digital marketers. Now, as the martech world slowly moves away from third-party cookie-based targeting, the attention has shifted back to it.\u00a0<\/span><\/p>\n

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There are however some common misconceptions that marketers need to be aware of when it comes to contextual targeting.<\/span><\/p>\n

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3 Common Misconceptions of Contextual Targeting<\/b><\/h2>\n

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1. Contextual targeting is nothing but keyword-based targeting<\/b><\/h3>\n

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\"Keyword-based<\/p>\n

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Contextual targeting is not targeting users based on a bunch of keywords. This was the case in the past where keywords were the go-to strategy for digital marketers. If a user searches for a product with a particular set of keywords. The algorithm shows an ad related to those keywords. Many companies still employ this type of targeting.\u00a0<\/span><\/p>\n

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But today, the focus has shifted to 1:1 personalization or hyper-personalization<\/a>. Consumers want brands to understand them deeply and not just target them with random ads that aren\u2019t contextual in nature. For example, a user who has purchased a brand new Macbook from Amazon will be more interested in ads that focus on accessories such as a USB hub or a mouse or a laptop case, etc. He wouldn\u2019t be interested in ads related to Macbooks as he has already bought one.\u00a0<\/span><\/p>\n

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2. Contextual targeting doesn\u2019t mean past behavioral or purchase data<\/b><\/h3>\n

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\"past<\/p>\n

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Looking at the purchase or behavioral history of users is a great way to target them. However, contextual doesn\u2019t mean delving only on past data. It also means real-time targeting. Users want a personalized experience that happens in real-time. For example, a banking customer who has visited the home loans page of his bank multiple times is clearly showing intent to apply for it. A personalized message related to home loans in real-time on his\/her preferred channel will resonate really well with that customer.<\/span><\/p>\n

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3. Contextual targeting and ID-based targeting are different<\/b><\/h3>\n

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\"ID-based<\/p>\n

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Contextual targeting plays a big role in ID-based targeting. In fact, it\u2019s more of its subset. With the deprecation of third-party cookies<\/a>, ID-based targeting will be pivotal in driving personalized campaigns for users using their first-party data. If this data can be collected from disparate sources and unified, it helps marketers in understanding the context behind a customer\u2019s or prospect\u2019s need and want. Tools such as Customer Data Platforms can immensely help in the unification of first-party data and activating it across various marketing channels.\u00a0<\/span><\/p>\n

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To Sum Up<\/b><\/h3>\n

With the arrival of innovative tools such as CDP<\/a>, contextual targeting has seen a whole new meaning from its earlier keywords-based approach. A contextually-relevant message is more capable of increasing a user\u2019s digital engagement and conversions than random keywords-based ads or messages. Understanding customers intimately goes a long way in targeting them with messages that resonate well and deliver value. And with the help of AI, this can be done at scale at a whole new level.\u00a0<\/span><\/p>\n

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Contextual and 1:1 personalized targeting is the future of the marketing industry. If you would like to know how you could leverage a Customer Data Platform to facilitate this, do <\/span>get in touch with us<\/span><\/a>.\u00a0<\/span><\/p>\n

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By Bijoy K.B | Senior Marketing Manager at Lemnisk<\/h5>\n

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Contextual targeting is a type of user targeting where marketers use ads or messages that are contextually-relevant to the user. It means if a user is looking to buy a particular product such as a mobile phone, personalized ads or messages related to the phone are shown to him\/her. Before the advent of third-party cookies, […]<\/p>\n","protected":false},"author":4,"featured_media":3003,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[140,12,58,126],"tags":[142,194,19,8,34],"class_list":["post-2994","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advertising","category-all-blogs","category-customer-data-platform","category-digital-marketing","tag-adtech","tag-contextual-targeting","tag-customer-data-platform","tag-digital-marketing","tag-martech"],"_links":{"self":[{"href":"https:\/\/www.lemnisk.co\/blog\/wp-json\/wp\/v2\/posts\/2994","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.lemnisk.co\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.lemnisk.co\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.lemnisk.co\/blog\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/www.lemnisk.co\/blog\/wp-json\/wp\/v2\/comments?post=2994"}],"version-history":[{"count":8,"href":"https:\/\/www.lemnisk.co\/blog\/wp-json\/wp\/v2\/posts\/2994\/revisions"}],"predecessor-version":[{"id":3009,"href":"https:\/\/www.lemnisk.co\/blog\/wp-json\/wp\/v2\/posts\/2994\/revisions\/3009"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.lemnisk.co\/blog\/wp-json\/wp\/v2\/media\/3003"}],"wp:attachment":[{"href":"https:\/\/www.lemnisk.co\/blog\/wp-json\/wp\/v2\/media?parent=2994"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.lemnisk.co\/blog\/wp-json\/wp\/v2\/categories?post=2994"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.lemnisk.co\/blog\/wp-json\/wp\/v2\/tags?post=2994"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}