Answer before they’ve asked: How behaviour and context will take targeting to the next level in 2021
With attention spans at an all-time low after an incredibly draining year, marketers are now faced with a huge task: provide relevant, timely content that people actually want. Join Quora to discover how behavioural and contextual targeting can make that happen, and what marketers need to know about the new era of targeting as we head into 2021.
People across the globe are spending more time immersed in the digital world, and as a result, their attention spans are growing increasingly short. In the year that ‘doomscrolling’ entered the lexicon and social media use skyrocketed to record heights, it makes sense that brands are being forced to do even more in order to stand out. To register for this insightful webinar click here.
The story of squeezed marketing budgets is nothing new, but since the advent of COVID-19, it has become even more critical for marketers to get a return out of every single dollar spent. In order to better capture and maintain people’s attention, marketers must utilise strategies that enhance the overall customer experience through an understanding of the user’s context.
If marketers can meet people where they already are, then advertising no longer feels like advertising – but is simply useful, relevant content. By offering data-driven content that’s personalised to the users’ given situations and needs, advertising is transformed from a mere interruption to the main event. ‘Spray and pray’ is out, targeting is in.
People and content-based targeting
With behavioural, people-based targeting, brands are able to show ads to users based on interests or retarget them based on their history. When targeting by interest, brands can reach users who have engaged with specific topics by reading questions, voting on answers, or other interest-based behaviours. Lookalike targeting allows brands to cast a wider net by targeting users that have similar attributes to an advertiser’s existing audience.
When it comes to contextual, content-based targeting, brands are able to show ads relevant to specific topics, keywords, or questions. On Quora, for example, question targeting is an incredibly granular form of targeting that shows ads on specific questions, allowing brands to tailor their ads specifically to that content.
With over 300+ million monthly unique users, Quora is a place filled with people looking for answers for questions relating to everything from technology to software to jobs and careers. People who use Quora are in the ‘active learning’ stage of their online journey, as opposed to the passive scrolling of social media or the ‘I’ve already decided’ stage more common with online search engines.
Questions like: ‘what are the must-have iPhone Apps?’, ‘How should I prepare for my first Interview?”’ all reveal an ‘active learning’ state of mind that’s the perfect starting place for contextual, content-based targeting.
The new era of targeting
If you’re a marketer looking to improve your contextual and behavioural marketing capabilities, or a brand trying to find those all-important high-intent customers, join Quora for a webinar you won’t want to miss.
WPP Analytics managing partner and WPP AUNZ chief data scientist Rob Pardini – one of the industry’s smartest analytical minds – will be joined by the Quora team to delve into what makes a great targeted campaign, and what markers should be looking out for as we shift focus to the new year and beyond.
Rob will be joined by Gurmit Singh, Quora’s General Manager – APAC. Building upon their discussion will be Quora’s AUNZ Business Head, Nitin Patil, and Quora’s Head of Customer Success for AUNZ, Anjul Tyagi.
The webinar will help marketers and brands understand how they can start building people and content-based targeting into their marketing mix, including making data work, and how to monitor campaign performance.
With contextual intelligence and other forms of artificial intelligence all making targeting easier, faster and more efficient, the future of targeting looks bright as we head towards 2021.