Context Marketing – 5Ws and 1H Model

This one is one of my favorite marketing quotes these days 🙂 

Content and context matter the most today, isn’t it? 

Before you proceed, can I request you to pause for few seconds and think about the last advertisement you clicked on any digital channel —just anywhere, any ad? 

Before writing this post, I carried out this check multiple times and more often than not, I observed myself clicking on sponsored posts only if they were very appealing visually or the initial blurb looked emotional or entertaining or had the specific information I’d tried to find recently. In a nutshell, it’s the content and context that made me click. I am sure, it’s the similar trigger for many of you. There’s nothing new in this; since ages it’s the content and context that have been working for marketing but in this current era of digital excess and content overload, these are the only two things that matter the most – great content and right context!

You might be having great content but if you haven’t figured out the right channel and the right time to deliver your content, it’s gone. And same would be true vice versa, a perfectly planned campaign with the right audience segmentation is of no use unless you have content that can attract and connect with your audience.

While almost everyone is aware of the value of good content and context but the truth is, very few focus on the these holistically. Content is a lot more than beautiful visuals or infographics and context is much more than just geo-targeting or re-marketing. One of the most fundamental definitions of context marketing is, “delivering the right content, to the right people, at the right time.” Sounds simple, doesn’t it? However, the more data we have about our user, the complex it gets to do contextual marketing. There are many framework and tools available that you can use to plan your content marketing but for context marketing, it’s evolving every day, simply because the algorithms and engagement level at each channel are changing at a very dynamic pace.

Personally, for me, the framework that always works for context is the traditional 5Ws & 1H model. As long as a marketer you spend sufficient time on your Ws and H, more than half of your task of segmentation and user understanding is done. Although it looks simple, I think very few follow it diligently. Next time you think of promoting your content, spend some time to address the following:

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  • Who?: Like any other kind of marketing, setting up a context starts with “WHO”. Who is your audience? What’s his/her personality? How would you describe him/her? Sketch out the “who” part using any good persona template. The clearer you are about the “who” part of your target, the easier it would be to plan out your marketing campaigns.
  • Why?: Once you’ve defined your audience, it’s extremely important to address the “WHY”. “Why” should your audience notice you or click through you? If you don’t have a “why”, it’s highly unlikely that your audience will have a “why” to click through your content. Have a purpose and address your user’s needs. As long as you provide answers to their needs, they will always have a reason to be attracted and engaged with you.
  • What?: Delve deep into your audience’s behavior and you will get the answers to your “WHAT”s. What has been the purchase behavior of your audience? What kind of campaign interested them? What kind of campaigns escaped their notice? What are his interests, what stage of buying cycle is she at? The more you are aware of what interests him/her, the more contextual you can be.
  • When?: Earlier, the “WHEN” part was the simplest of all to define. Not anymore. In this multi-screen, hyper-connected age, this is the trickiest to define. Your audience could actually be looking out for you almost anytime, anywhere. Do some data digging and figure out if there is any “when” trend that exists, like, what time of the day, which day of the week, any seasonality during holidays or festivals etc. 
  • Where?: “WHERE” forms a very important part of contextual targeting, from location to devices, from channels to platforms, know your user’s  preferences and target them accordingly.
  • How?: And the last bit, “HOW” to do contextual marketing? Well, as long as we have the answer of all Ws and, then if we merge the demographics with behavior and needs, we can target the right audience, with the right messages, at the right time. A detailed post on “how” to do contextual marketing is coming up soon as the second part of this post. 

Till then, I’d love to know more about your favorite tools and framework for context marketing. 

If you found this post interesting, it would mean a lot to me if you could click on the “like” button below to let me know. Thank you!

*Icons used in the image from

Digi-moms in India: Opportunity for brands?

A quick observation on my blogging or social networking circle and it always makes me think about the new generation, internet-savvy moms all around me.  The way these moms spend time updating about their babies in blogs, Facebook etc or the way they seek and discuss info about parenting on different websites, you definitely know that this section of consumer has definitely arrived on digital medium now. Yes, the presence maybe only in metros or selected cities, but nevertheless the population doesn’t seem to be worth ignoring for sure. And When I read a recent report about the arrival of digi-moms ( the term surely sounds nice 🙂 ) in India, I wasn’t surprised a bit on the statistics mentioned there. The survey dealt with the online behavior of over 3,000 mothers across eight countries in Asia including India, China, Singapore, Hong Kong and Korea.

  • As per the study conducted by Microsoft Advertising and Starcom MediaVest, Mothers in India are becoming increasingly Internet-savvy, be it for shopping or keeping in touch with family.

  • 87 per cent of the mothers surveyed in India said that the Internet is now an important part of their lives.

  • As many as 50 per cent said they had made online purchases in the last one month.

  • While Indian mothers spend 56 per cent of their total time on the Internet either for work or study, 90 per cent of them use it to connect with family and friends. As many as 75 per cent defined going online as their “me-time activity”.

  • About 81 per cent of the mothers in the country prefer reading newspapers and magazines online, and books top their list of shopping items.

  • More than 90 per cent of the moms agreed that good brands or products were worth talking about, and over 72 per cent said that they can persuade friends and family to buy the same products.

Well, the figures are definitely encouraging and the terms like online being “me-time-activity” for most of these moms definitely seem to be so relatable (I’ve many friends who were working earlier but after motherhood they are either on partial sabbatical or have decided to be at home full time, these women actually think their online time to be a ‘me time’ when they can connect with their friends, colleagues , fellow bloggers etc.) but when you think of the brands reaching out to this section on digital medium, you wonder why kids or parenting related brands are not spending their money online? I have seen it in quite many cases where the discussion on some forum is all about motherhood or kids but then the corresponding advertisement on the page would be of some general insurance company or online share trading offering. Not that a woman won’t be interested in it, there may be some for sure but would have been better to see some kiddie brand or women oriented products using online medium to reach out this new generation of digital population.  I know acceptance of this medium is still a challenge in most of the industries and despite so much of evangelization there are hardly few Indian brands who have really explored this medium in the right way. But when the presence of your TG is just so obvious, why not try it out? As far as I’m concerned, with or without this survey report, I think I can see this segment increasing in internet world quite clearly 🙂

Ghajini Marketing Contd…

I had earlier written about some interesting Ghajini marketing strategies and a spoof on Ghajini, but got to notice some other interesting stuffs about Ghajini on digital medium in last one week and from whatever I have observed, one thing is clear that their marketing agency has definitely tried quite some different online marketing strategies for promoting this movie. Here are some of those which I noticed recently:

  • Now having a movie website is quite common these days, but in case of Ghajini, not one or two rather three websites were launched – , & While the 1st one is the official website of the film, 2nd and 3rd links are quite interesting properties around the movie which surely raises curiosity and creates excitement amongst the users over the story of the movie. Do try out and you will yourself feel the same 🙂

  • Speak of any entertainment portal and it is running some or other contest, now again movie contests like these are not new but what I noticed different was the one running on Business of Cinema. This contest is a kind of post-release contest and asks for feedback about the movie and lucky winners get a chance to meet Aamir Khan.


  • 3D game CDS were launched based on Ghajini theme and in fact Indyarocks was running a contest where the winners were to get these 3D game CDs.

  • Aamir’s own website is totally donned in Ghajini look since long and as Aamir is quite active on his blog personally, he has written some posts on Ghajini and his feelings around the release of the movie. Can you guess the number of comments on his recent post titled – Yes Ghajini is Releasing??? Its only 3588 as I’m typing this blog 🙂

  • Now this one is not a digital promotion but still I think I need to mention this – other day we went to this mall near our house and we were looking for some tie to be gifted to one of our close friends. The moment we entered Van Heusen shop all we could see was Aamir Khan and his Ghajini collection. All the ties on display were branded as “Ghajini special collection” and their normal collection hardly had anything. Well, I must say the brand was totally Ghajinifioed. In fact it’s not only Van Heusen, but Samsung and Tata Sky as well who are associated with Ghajini promotion because of their pre-association with Aamir Khan.

I am yet to see the film but the promotion of it has definitely created a stir in the market.

Bollywood promotions – other interesting examples

I had written post about bollywood marketing earlier as well, I must say things are getting innovative day by day. The most talked about two recent releases are “Love Story 2050” & “Jaane Tu Ya Jaane Na”. Both are releasing on 4th July’08 and both these films are marketing their stuff quite aggressively. Though both are quite hyped up movies but guess Jaane Tu…has managed to grab more pre-release attention because of its super aggressive PR plans and 360 degree marketing approach. After observing different promotional strategies of these two movies, I think the two key catchy promotional strategies which I noticed are:

  • Marketing Tie-ups: Both these movies have managed to get big brands roped in for their movies. “Love Story 2050” has got Lux, Xbox 360, Tata Indicom and Sun Microsystems interested for branding and marketing tie-ups whereas “Jaane Tu…” has secured marketing alliances with Zee and Sony, and is expected to sign Coke and Toyota, brands endorsed by Aamir Khan. Not that tie-ups like these are something new but the fact that now-a-days such tie-ups are covering the overall production cost of even huge budgeted films like “Love Story 2050” is something really fascinating. “We have covered 20% of our production costs through brand and marketing tie-ups. But if we combine the money that we have earned through merchandising and distribution deals, it would cover 100% of the costs. Anything that we will earn from now on would be profits for us,” says Rowena Baweja of Harry Baweja Productions. Love Story 2050’s production cost is an estimated Rs 50 crore (Source: ET online, dated 23rd June’08). 50 crores getting covered through tie-ups and merchandising, wow, really interesting!
  • Increasing online promotions: Next important thing which caught my immediate attention today was promotion of these films in online world…most of the popular sites are splashed with “Jaane Tu…” promo today, not sure if they had started their online promo earlier but it struck to my eyes today only and more so because of this very catchy ad on msn India homepage today.

(Brief description for the benefit of those who have missed out this ad: As soon as you go to msn India home page, suddenly you see Imran Khan walking all over the screen very coolly and then he suddenly knocks the screen and goes back to that Jane Tu Box). I have seen some other ads earlier as well like this but somehow the presentation and background score of this ad was too good! Apart from this they have other interesting banners on facebook, AOL bollywood etc and a very trendy website as well. It’s cool, vibrant and think can establish a good connect with their youth TG. Hmmm, movies are seriously investing in websites these days!

Well, the fate of these movies as well as the return on investment will be decided tomorrow but one thing is sure – movie marketing is definitely becoming an interesting field in itself.

Aside: I watched Jaane Tu last weekend…loved it. Same old story, same old climax, same end but still it was so fresh! I would recommend it to everybody who just want to go for some light and fun flick. And take my words, it will surely remind of your good old student life days and suddenly after coming out you will feel like either talking to your friends or talking about your friends 🙂

Challenges in lead generation campaign:

Well, I’ve been doing lots of lead generation campaign for my current organization and for this organization, lead based campaign is more important than acquisition or brand awareness. The service which is being offered requires sort of consultative selling hence its better to get qualified leads which is followed by the internal telesales team. Considering that this is a start-up, the organization is very ROI driven and we have always been extra cautious to get the right kind of leads in the most cost effective way. But despite our efforts, we are facing some genuine issues in our lead generation campaign. I am stating here the results as well as the issues faced by me in this campaign: 

  • The campaign is SEM campaign – text ads, contextual display, ad networks and blog networks
  • The ads lead to a landing page which is a lead capturing page
  • To ensure more correct leads, I’ve announced a contest as well on the landing page
  • Approx 52% – 54% of the leads are correct for us
  • Rest 46% – 48% are junk leads – ie., numbers are incorrect or fake.
  • Because of higher % of junk leads, my cost per correct lead is going very high.

 Though I’ve read it as well as experienced in my earlier campaigns that generally internet campaign leads to higher % junk leads. But was wondering as to what’s the general trend across industry? I wanted to have some real time data for

  • Approx % of correct lead which a typical internet campaign leads to?
  • What’s the general cost per qualified lead which one can get? I know lots depend on the category for which the campaign runs, but can somebody share some approx figures for different categories, say insurance, movie ticketing, games, e-commerce sites etc?

 I’m hunting for the data on my own as well, but was thinking if I can hear of some other experiences as well. Thanks in advance for your comments J