In the ever-changing world of B2B marketing, contextual targeting continues to gain momentum. It helps brands satisfy the requirement to meet buyers where they are and target prospects based on the context of their online engagements.
Contextual targeting can be described as a technique in which digital ads are placed next to relevant, quality content. This practice makes a brand, product or service show up appropriately. It’s sometimes referred to as contextual advertising, which is essentially a targeted, automated type of digital advertising.
“As brands continue to battle for consumer dollars, it’s clear that the way to win is through personalization. Consumers expect content that is both useful and contextually relevant–the right information served at the right time,” says Michael Griffin, the CEO and founder of Adlucent Research.
Contextual Targeting Hits Buyer Sweet Spot
Contextually targeted ads lead users to engage, because the message relates to something that interests them at the time. Such ads are known to boost engagement, and buyers are more likely to click through an ad for an unknown brand, as long as that ad was in the context of their preferences.
Contextual targeting helps businesses accomplish goals like gaining leads, clicks, overall sales, and hitting benchmarks. Nevertheless, one report found that nearly 71 percent of marketers reported a tough time creating ads that resonate with audiences. This may be why close to 90 percent of surveyed marketers plan to increase investment in contextual targeting to accomplish advertising goals. Marketers can more effectively offer content that’s relevant and valuable for a specific target audience.
Intent Intelligence Brings Focus to Targeting
When businesses begin with broad categories for contextual targeting, it’s crucial to conduct thorough tests, performance measurements, and monitor how certain keywords, key phrases, or types of content drive results before moving forward. This can bring the focus ever tighter and closer to the interests of in-market buyers.
For B2B businesses already using contextual targeting, more can be done. For example, there’s room to ramp up efforts by focusing on contextual categories related to the business’s brand. It’s also important to monitor and understand how specific keywords, key phrases or content perform. Intent intelligence has proven to be a reliable source of buyer information and content preferences.
Don’t Let Challenges Stop You
Nowadays, data-driven measurement drives media investment, and gaps in measurement can be significant enough to deter B2B brands from diving into contextual targeting. Intent intelligence is often used to overcome this problem.
One task for marketers is determining where contextual targeting can either complement or replace audience targeting. Although more and more prevalent in the B2B world, this technique often falls in second place behind audience targeting–a first-party data strategy. However, contextual targeting is known to play a critical role alongside a finely tuned first-party data strategy.
What’s your plan for contextual targeting? Although B2B brands already use contextual targeting to some degree, it will become more important as we move closer to a cookie-free world. This is something else B2B brands must sort out. Speak to some of our experts if you’re ready to make serious progress.