The Do's and Don'ts of Contextual Commerce
At Chicory, we know that reaching shoppers in a contextually relevant environment is the way to their hearts and, more importantly, to their baskets. To reap the benefits of contextual commerce as a CPG brand, follow these do’s and don’ts.
Best Practices for Implementing a Contextual Commerce Strategy
Find the right content
For a contextual commerce strategy to succeed, brands need to find the right context (read: content) for their industry. The content that works best is not only relevant, but it also meets shoppers in an action-driven mindset. When it comes to contextually relevant content, recipes are the perfect strategy for CPG brands, especially given that 89% of American consumers use them. Digital recipes provide a contextual environment for CPG brands to target meal planners when they are planning their shop.
Incorporate true shoppability
Once a CPG brand has solved for the right contextual environment, it’s time to fulfill the “commerce” part of the equation. Reaching consumers during the inspiration or list-building moment is a strong foundation, but commerce enablement is the cherry on top of the sundae. It allows the planning stage to become the purchase stage. To truly reap the benefits, pair your contextual media with shoppability to secure a spot in the digital cart with just one click.
Partner with the right provider to scale
Consider exploring a solution provider with expertise in endemic advertising solutions, to ensure your contextual strategy remains contextual. As the leader in contextual commerce, Chicory transforms recipe content into commerce media that can be leveraged by all parties in the grocery industry. Finding a provider with future-proof CPG marketing strategies is key, especially as data privacy laws tighten.
The Don’ts of Implementing a Contextual Commerce Strategy
Don’t silo your CPG advertising strategies
By siloing strategies, CPG brands miss key opportunities to reach shoppers all along the path to purchase. Instead, take a holistic approach to your CPG brand’s advertising: by marrying on-platform and off-platform strategies, CPG brands can drastically increase their reach while still targeting high-intent consumers. Chicory provides off-platform activation strategies for CPG brands to complement their retailer marketing efforts while still leveraging on-platform tactics.
Don’t confuse contextual keyword targeting with programmatic keyword targeting
Simply put, the right keyword match does not necessarily equal the right context match. This is one of the main differences between contextual and programmatic advertising. To protect your brand, avoid the most common contextual targeting mistakes, such as blanket keyword targeting. without a contextual strategy, blanket keyword targeting can put your brand at risk. For example, in targeting the keyword “chicken,” your ad could appear in the wrong context, like an article about unfair labor wages in the poultry industry, where it’s unlikely you’ll find someone shopping for dinner. However, if you pair your keyword targeting strategy with a contextual strategy, your ads will appear only in contexts geared toward the at-home cook or grocery shopper.
Don’t ignore the full user experience
With omnichannel shopping behaviors becoming more prevalent, the chances that shoppers could come in contact with your brand are higher than ever before. While this presents numerous opportunities for CPG brands, it’s now more important than ever to ensure that consumers associate your brand with a positive experience. According to HubSpot research, 91% of people believe ads are more intrusive now than compared to a few years ago. Ensure that your shoppable media presents as native to the context and content in which you advertise. Good advertising should meet consumers where they are and enhance their experience, not interrupt it.
If you’re ready to modernize your media strategy with contextual commerce, reach out today to learn how Chiccory connects context with commerce.