Situational Marketing is a marketing technique that is based around the specific situation of a consumer and is designed to fit around those consumers’ desires and situations.
No longer one-size-fits all, situational marketing specifically is relevant and personal to each consumer. It is targeted towards a specific group of people and tailored around their lifestyle. If you are a retired couple living in a large city, it is not going to be applicable to you and if you are a single 30-year-old in Silicon Valley it also may not be applicable to you. But, it is for the individual consumer.
Situational marketing is a marketing activity that is designed to target a specific audience by the product or service that the company is marketing.
This is not the same as mass marketing. The target audience or the group of people that an advertiser is trying to reach through the medium of marketing is called the target audience. Mass marketing is an activity that attempts to reach an audience of people who may not be interested in the product or service being advertised. However, there are similarities between situational marketing and mass marketing. For instance, both can be used to reach an audience or target population, which the advertiser deems to be his or her target audience.
One way in which situational marketing differs from mass marketing is that the marketer will use media such as radio, print, and television to reach out to his or her target audience.
In that way, there will be no need for the use of a brochure, newspaper, or other printed or electronic media. It can also be used to reach out to a specific group of people or demographic. This demographic or target audience oftentimes may be based on demography. For instance, in political campaign materials they will often use the “swing states” to reach out to individuals based on their demographic.
Another way in which situational marketing differs from mass marketing is that the audience will not be subjected to the advertisements. Unlike news feeds, where an ad can be broadcast to an audience that is already interested, the target audience for SMM is not going to be limited to current customers. If there is no news on the day when a new advertisement was to be run then there would be no interest from this group or any other.
The way that situational marketing differs from other forms of internet marketing is the way that it is delivered.
In most cases marketers will create content based on what the customer is looking for and the product or service that they are selling. For instance, if a customer is searching for information on the latest products or services offered by a certain company then a marketer will likely create content on that subject using specific tools. The same holds true if a customer is searching for information on how to set up a blog. These are just a few examples of what a marketer may find on their own. However, for the purposes of this article we will assume that we have an interest in the services or products that the advertiser is advertising.
Now the question becomes, where do you get the information?
This is where the knowledge and expertise of marketers come into play. Marketers have studied the demographics of the people who have expressed an interest in the products and services that you are selling. This is called the Aviasales channel. It has the benefit of being tightly targeted which increases the possibility of converting higher customer conversions.
In this case, the Aviasales channel for situational marketing can be used to create information products that cover the topic that your customer is searching for. Some marketers choose to narrow this down further by focusing on only the product value in their particular situation. In this way they can present this product value in an understandable and engaging context for the target audience. However, this doesn’t mean that the marketers need to limit themselves to discussing product value. They can also talk about the context in which the product in question was purchased by the clientele.
When you are doing a scenario based marketing campaign with this type of contextual advertising, the marketers are drawing attention to the specific product. When someone searches for the product you are targeting in Google for example, they will see the specific product value that you are talking about. This gives them a compelling reason to investigate your site in more depth. They will see how easy it is to use the product and they will know why they should purchase it.