07 Sep Google’s Guide to Contextual Marketing
You might have created the most compelling ad known to man, but what good is it if it’s not delivered in the right place and at the right time? To ensure that their messages make the biggest impact possible and increases customer engagement, Google has set their sight on contextual signals.
With more people using their mobile devices to search, make decisions and ultimately inform purchases, your website app and ads must all be suitable for mobile consumption. When your mobile advertising succeeds, there is no doubt that you will see it in your ROI. In think with Google’s recent post, “Inside Google marketing: How we use contextual signals to break through with mobile users,” they acknowledge that your first steps must be:
- Building for the small screen
- Optimizing App Store and Play Store listings
- Getting your tracking right
- Moving from app installs to app engagement
This article focuses on what you get when you reach someone on their mobile device, and what to do with that information. From this engagement, they can see contextual signals including time and location, which then enables them to personalize messages further and foster connections with people.
By learning someone’s location, it then becomes easier to answer the question “what will be the most useful for them at that moment?” Other things to take away from these contextual signals include looking at the types of websites they are visiting and the apps that they are using (find out their interests), and of course, what their daily routine looks like. Then, take what you’ve learned and apply it to where and when you should place your ads.
In this example, Google found that its users were at the airport- allowing them base their ads on what would be most useful for them at that moment.
While Google is enthused by these findings, and have seen vast improvements in engagement, they are looking into “other mobile signals like device model, operating system, Wi-Fi connectivity, even carrier” too. With further research into these aspects of marketing and the implementation of these suggested techniques, your advertising and customer engagement can only get better.
Check out the rest of the article on the think with Google blog to get a more in-depth look at this strategy.