Contextual targeting in e-commerce

Posted on May 12, 2015 by Embitel


Online retailers all over the world are facing a very common but really serious problem of high dropout rates across their websites.   It has been observed that this issue is the precursor of many other serious issues such as loss in sales, low customer loyalty, loss in brand identity and many more. However, there are ways to address s the problem of high dropout rate. Majority of retailers fail to have a planned approach to rectify this problem. They generally take an ad hoc approach of providing random advertisements all over their websites without realizing that this action might have detrimental effects on their website traffic.

If you are an online retailer or an ecommerce consultant, you might be wondering what is this planned approach?  Is it implementable?

Before we go ahead let me just highlight what targeting actually means. Targeting simply involves displaying ads or messages to individuals on websites based on the following criteria’s

  1. 1. Browsing history
  2. 2. Click patterns
  3. 3. Social media activity
  4. 4. Past buying pattern
  5. 5. Location
  6. 6. Demographics
  7. 7. Smartphone usage
  8. 8. Keyword search.

Simply put, targeting is a very important weapon which can be used with various form of digital marketing to deliver a more personalized experience to customers so that he is compelled to go ahead and finish the purchase on ecommerce sites.  Furthermore, the outputs from targeting can be further taken to prepare for better marketing campaigns


As you can see from the diagram above that mobile and social media also play a vital role in marketing these days and so we cannot ignore them.

In fact targeting uses inputs from both these mediums to provide a more personalized experience to the customer.  In order to make any experience personalized, it is very important to know the context.

Now how can we get context???  That is where data analytics comes into picture.

Would like to know how can these different jigsaw pieces (e-commerce, mobile, social media and context ) used  together to improve dropout rates in e-commerce websites ?

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