• The increasing agency and brand budgets call for actionable insights and customized technology to drive strategic planning.
• Contextual intelligence examines every possible page interpretation, enabling marketers to comprehend the numerous categories into which it can be divided

Have you noticed advertisements on Facebook or YouTube while watching videos – or Spotify ads while scrolling Instagram? Examples are plenty, but hold on a minute, why would a company use another social media platform for its promotion?

The necessity for strategic planning has never been more robust due to the expanding mix of media channels, devices, and platforms to advertise across. However, because of tighter data regulation, evolving privacy laws, and the phase-out of third-party cookies, marketers are under pressure to uncover new data sources and knowledge that will enable them to design and roll out more successful online advertising campaigns.

In between the various industry shifts in digital advertising, contextual targeting is experiencing a boost.

A safety solution applied to campaigns during activation earlier is now used to inform planning and strategy recommendations in the campaign cycle earlier. You might ask why.

The increasing agency and brand budgets call for actionable insights and customized technology to drive strategic planning.

In this guide, we will explore the key learnings marketers can derive from incorporating Contextual Intelligence during the planning and research stages of campaign development.

The most common contextual insights across various advertising seasons and tentpoles are:

1. Content engagement over time: Learn how online consumer interest changes and how to pace your advertisements appropriately.
2. Trending content: Learn the fundamentals of favorable and unfavorable content trends and how they might affect a campaign.

• Related contexts and content categories: Discover the many possible interpretations of a page and how expanded content categories can increase the size and reach by attracting new, relevant viewers.

The guide will also feature commentary on how you can apply the insights to your campaigns, whether you’re a strategist, campaign manager, or planner.

1. Content engagement over time

The volume of ad calls within each specific context segment is examined to evaluate the level of content engagement over time. The page is divided into a few sections based on the context when information is posted and interacted with online. It is established by examining every word on the page and how it relates to other words.

A more significant number of categorizations and ad calls are produced when more individuals interact with the material; this information can be used for high-level predictions when developing marketing strategies.

How to implement this insight: You can use content engagement at different points to assess the right time to launch campaigns and to understand the most curious topics for your end users.

Application into your campaign is divided for two categories: Strategists and Campaign managers–

1. Strategists:
2. Validate opportunity
3. Optimize campaign timing
4. Understand drivers of intent
5. Campaign Managers:
6. Drive scale and reach
7. Maximize budget

1. Trending content

Online material is continuously changing, whether it’s a real-time news article, the impact of seasonal events, or cultural trends. Digital marketers must consider haphazard content trends since they can (and will) suddenly take over the news and media cycle. These trends may be advantageous, providing chances to create brands, or they may be harmful, posing possible hazards to brand safety.

How to implement this insight: Utilize content trends to evaluate online content’s turbulence and unpredictability over a 12-month period or during an event.

Application into your campaign is divided for two categories: Strategists and Campaign managers–

1. Strategists:
2. Understand consumer behavior
3. Identify popular content topics
4. Campaign Managers:
5. Identify brand safety risks
6. Identify brand-building opportunities

• Related contexts and content categories

Contextual intelligence examines every possible page interpretation, enabling marketers to comprehend the numerous categories into which it can be divided. This identifies nearby content areas with comparable audience demographics, which may be utilized for targeting to broaden the reach and impact of campaigns.

How to implement this insight: Check out the ways that page can be interpreted and relevant topic which will offer additional information for targeting.

Application into your campaign is divided for two categories: Strategists and Campaign managers–

1. Strategists:
2. Identify the reasons why consumers engage with content
3. Understand brand safety risks
4. Campaign Managers:
5. Drive incremental reach
6. Build better custom segments

Conclusion

Lately, strategic planning has become more robust due to the expanding list of devices, platforms, and channels to advertise. Unfortunately, with stringent data regulation, phase-out of third-party cookies, and evolving privacy laws, marketers are pressured to discover new data and knowledge sources. The most common contextual insights across various advertising seasons and tentpoles are content engagement over time, trending content, and related contexts and content categories.

• Injective Protocol’s goal is to offer users decentralized, cost-free business transactions .
• Although the upgrade is primarily meant for developers, people who utilize the dApps built on Injective will also gain from it.

Early in July, Injective Protocol underwent a “CosmWasm mainnet” upgrade to offer enhanced functionality and efficiency for its users and developers. Injective Protocol is an Ethereum-compatible blockchain utilized in the decentralized finance (DeFi) and derivatives industries.

The Injective Protocol, a protocol that enables the full potential of decentralized derivatives and borderless DeFi, facilitates derivatives trading across blockchains using financial products, including perpetual swaps, smart contracts, and spot trading. Injective Protocol’s goal is to offer users decentralized, cost-free business transactions. Injective integrates the Ethereum and Cosmos blockchain ecosystems to offer a “cross-chain transaction architecture” without adding transaction charges known as “gas fees.” This results in a reliable, openly verifiable network.

CosmWasm is a library of code that contains elements required to build more intricate smart contracts on the Cosmos blockchain. As the name implies, smart contracts are self-executing agreements where the blockchain’s Ts and Cs between buyer and seller are described in lines of code. Transactions are traceable and irreversible, and that code regulates their execution.

With the upgrade, developers will be able to build more complex applications. It also introduces negative maker fees, which are returned to traders who offer liquidity (or tokens) to a market, and the ability to create multi-chain smart contracts and self-executing smart contracts.

To put it in context, a mainnet upgrade is when a chain-level update is received by a blockchain that introduces new features that expand the capabilities of the blockchain. The Injective community decides which upgrades the system will receive through governance recommendations.

According to Eric Chen, co-founder and CEO of Injective Labs, the mainnet upgrade to Injective Protocol adds many new features, which developers and users will find exciting.

“CosmWasm is a much more resource-efficient smart contract environment compared to a traditional Ethereum virtual machine,” he said. “And more importantly, this chain upgrade added a big feature where it can self-execute smart contracts at the beginning of every single block.”

Self-executing smart contracts reduce the workload of developers and transaction costs as well. A smart contract usually needs an outside agent to be executed – be it a person or a computer program. A smart contract is now managed automatically rather than having to be watched over, executed, and updated. The CosmWasm integration accomplishes this without raising petrol prices or transaction times.

Injective’s Inter Blockchain Communication (IBC) protocol allows developers to design multi-chain smart contracts, enabling interoperability between blockchains and self-executing smart contracts. The CosmWasm upgrade’s other key feature is negative manufacturer fees.

According to Chen, “[Negative maker fees are] a highly sustainable sort of rebate or compensation for those who contributed liquidity to the market.” “There is a significant incentive there since institutions won’t be paying trading fees but rather a portion of the maker volume or liquidity they supply. It also brings a ton of extra advantages for organizations using the Injective API and for programs creating on-chain marketing algorithms.”

All decentralized exchange applications or dApps built on Injective for approved markets will enable negative maker fees. Negative maker fees are given to market makers who provide Injective liquidity rather than being withheld from the maker.

Although the upgrade is primarily meant for developers, people who utilize the dApps built on Injective will also gain from it.

Chen said, “If the application or contract that [users are] interacting with does a good enough job, [users] won’t see the increase in complexity or have to deal with the headache of learning to deal with these complex features and offerings that are enabled by this upgrade. I think that’s one of the most important parts of the product. To be able to serve the user and abstract away a lot of the complexity,” he added.

In the future, the mainnet upgrade will also enable additional functionality within the dApps already available on Injective.

Traders might use stop-loss or take-profit orders on Injective Pro, a decentralized exchange where they can trade cryptocurrency futures and spots. Before these functions are used, though, it can take some time. According to Chen, the current existing dApps are benefiting right away from the negative manufacturer fees.

• RFG Advisory has selected the FMG Platform to help financial advisors automate digital marketing across multiple client prospecting and engagement channels.

MG Suite, a SaaS company specializing in marketing tools and services for financial advisors and insurance agents, has established a strategic agreement with RFG Advisory, a creative and quickly developing hybrid RIA, to offer RFG’s new Pathfinder platform.

Pathfinder is a multi-channel, communications, and digital marketing platform that allows RFG Advisory’s financial advisors to plan and execute highly tailored and authentic marketing campaigns to gain new consumers while increasing engagement with current customers – all of this through a user-friendly, scalable, efficient, and centralized website.

Pathfinder’s tailored content platform, which will be accessible to all RFG Advisory financial advisors by the third quarter of this year, features the following:

• Pathfinder is a one-stop shop for all marketing activities. It allows advisors to manage all activities, including timely email and social posts, video and build-your-own newsletters, client events and seminars, lead magnets, greeting and note cards, and help with branding, copywriting, and SEO, in one platform.
• RFG advisors can use unique content generated by the RFG team and can also develop their original content using Pathfinder. The platform also provides advisors simple access to FMG Suite’s full library of editable, pre-approved documents. Advisors can have the best of both worlds by combining creative and pre-approved material in their marketing.
• Pathfinder allows advisors to automate their social media posts – utilizing content provided by the RFG team ranging from lifestyle to economic/financial – making it simple for them to make interest-generating posts that go well with their brand image.
• All activities in Pathfinder will instantly be updated in the RFG CRM, and contacts will sync bi-directionally, allowing advisors to manage their contacts, activities, and analytics easily.
• Advisors can perform marketing without worrying about the added step of submitting to compliance as Pathfinder automatically routes all activities through ad review for them. This is possible because of the one-click compliance workflow.

This news has come close with the announcement of RFG’s Advisory’s first Warrior Advisor Conference, which will take place in person from October 12 to 14, 2022, in Cape Coral, Florida. The Warrior Advisor event exemplifies RFG’s “Crush Everything” attitude, providing two days of motivating, rigorous training to help advisors overcome fear, put their physical and mental toughness to the test, and ultimately thrive – not just survive – during times of upheaval.

Experts’ view

“In this increasingly virtual world, establishing and maintaining truly personal connections with clients and prospects can be very challenging, even as financial advisors face rising demands on their time and resources,” said RFG Advisory President, Shannon Spotswood. “Our launch of Pathfinder in partnership with FMG Suite gives our financial advisors the ability to connect and engage with clients and prospects across every medium in a scalable and authentic basis. FMG’s platform wow’d us and we are so excited to incorporate our own social, email, and blog content and integrate it seamlessly into our platform to make it easy for our advisors to significantly up their marketing efforts without any additional investment of their time!”

“The executive team at RFG Advisor recognizes that amplifying the 1-1 relationship with their clients is crucial to an advisor’s business success. It takes time and effort to build these types of connections, and advisors need help getting this done in an efficient, scalable, and authentic way. We are excited that the Pathfinder platform will soon be available to help RFG Advisory with this critical element of their business,” said Susan Theder, CMO/CXO of FMG Suite. “All of us at FMG Suites have a passion for financial advisor marketing and ensuring we remain at the forefront of the latest marketing trends and technology solutions. Pathfinder is the latest manifestation of our passion.”

• UST will invest in extending its deep AWS and enterprise digital expertise to develop industry/domain-centric solutions, digital accelerator services.
• UST will develop its digital accelerator services to help the firm transition to AWS services.

Multi-year strategic collaboration

A prominent digital transformation solutions company, UST publicized a multi-year Strategic Collaboration Agreement (SCA) with Amazon Web Services, Inc. (AWS).

Under this deal, UST will invest in expanding its depth in AWS and enterprise digital expertise to develop industry/domain-centric solutions for telecom, healthcare, and financial services. With AWS services, these solutions will catalyze the modernization of organizations.

Clients will benefit from decades of UST enterprise experience in legacy modernization from mainframe to AWS, cloud optimization, microservices, reimagining User Interface (UI) experience, cloud migration and modernization, and DevSecOps (Development, Security, and Operations) transformation.

UST will grow its digital accelerator services to help the firm transition to AWS services. UST’s catalog of services comprises –

• UST Forensics – Cloud readiness and auditing context.
• UST-PACE – For designer acceleration.
• Cloud Velocity – Cloud migration service.
• UST SmartStart – Offers the blueprint for automation adoption.

UST is planning to make a number of its digital accelerators and platforms accessible in AWS Marketplace, a digital catalog with thousand plus of software listings from independent software vendors that make it easy to find, buy, test, and deploy software that runs on AWS. These comprise –

• Cyber proof – Provides complete solutions and services to assist enterprises consume and operate at scale in the public cloud.
• UST-PACE – The Platform for Accelerated Cloud Engineering or UST PACE is the upcoming work platform that unites foundational tools and cloud capabilities into a seamless service.
• SmartOps – Artificial Intelligence (AI)-driven cognitive automation platform that holistically learns and reimagines business processes.
• UST IQ – One cloud data platform that oversees every aspect of the data engineering pipeline from ingestion to insight.

UST is investing significantly to address the industry talent shortage by training and certifying over 2,000 professionals yearly across business and technical pathways via its GA Menon Academy (GAMA).

Experts’ view

Chris Sullivan, Global Director, WW System Integrators and Strategic Alliances at AWS, said, “UST’s spectrum of digital solutions for the cloud combined with the power of AWS’s architecture will allow organizations greater opportunities to develop solutions that solve their unique challenges.” He added, “We look forward to working together to support the clients on their digital journey and accelerating their business transformation goals.”

Niranjan Ramsunder, Chief Technology Officer at UST, said, “UST is at the forefront of meaningful use of technology – always thinking ahead on how we can help our clients get assured value in their transformation journeys.” He added, “This collaboration enhances the combination of UST’s strong technical focus and AWS’s deep breadth of edge and cloud expertise and services to bring our customers committed business outcomes with minimized risk.”

Balaji Narayana, Senior Vice President – Technology and Innovation at CarynHealth, said, “Our modern and secured platform that’s born in the cloud and built for scale provides exceptional member experience combined with operational efficiency that reduces overall TCO and helps healthcare payors realize the full value of their investments. We are excited for the strengthened relationship between our two primary partners AWS and UST, that provide us with cloud technology services leadership and digital transformation expertise.”

Manu Gopinath, Chief Operating Officer at UST, said, “We are excited to deepen our collaboration with AWS that brings next-generation solutions to our customers, ensuring they get business differentiating value at speed, agility, quality, and efficiency.” He added, “UST’s platforms and the native capabilities of AWS technologies improve our customers’ time-to-market by upwards of 30% and provide a competitive edge.”

As per the current demand, the digital marketing spectrum continues to be one of the most competitive spaces. Nevertheless, Kraus Marketing has cracked the comprehensive formula necessary to run a successful campaign.

Deploying the strategic 5 Prong Approach, the company can generate ROI for B2B and D2C clients.

What does the 5 Prong Approach have in store?

The 5 Prong Approach by Kraus Marketing works on the broader strategy, right from the primary steps of brand discussion and website development to scheduling social media posts for finer results.

The company incessantly deploys website optimization, social media marketing, search engine marketing, email marketing, and a creative twist through digital campaigns to substantially witness a surge in the client’s success rate.

How does Kraus do it?

A local appliance store approached Kraus Marketing to develop a digital presence and drive website traffic via monthly social media and long-term SEO efforts. From June 1, 2019, to June 1, 2020, when compared, the results were as follows,

• A surge in organic traffic by 283% (this also counts the period amidst the COVID-19 pandemic)
• A 90% increase in site visitors with a total of 651,723 visitors

A person associated with the appliance store expressed, “I have been working with Kraus for about five years on various projects for different clients. They’re well known for their creative and standout design. I am also really impressed with their SEO and overall content production. They’ve elevated our content, are tracking our growth, and don’t rest on past successes.”

Additionally, a commercial elevator business successfully increased their website traffic quality within a year with Kraus Marketing. When compared from November 1, 2020, to February 28, 2021, the results were as follows,

• A surge in organic traffic by 130%
• 12,828 total site visits (a 190% increase)

About Kraus Marketing 

Based out of Tampa, Florida, Kraus Marketing is a comprehensive marketing agency that deals with branding, web design, and digital marketing with offices in Morristown, New Jersey; Manhattan, New York; and Tampa, Florida.

With expertise in integrated digital marketing strategies, the services include responsive websites, social media marketing, comprehensive marketing, SEO (search engine optimization), PPC (pay-per-click), and anything else necessary for digital marketing.

Operating with a team of skilled professionals, Kraus Marketing develops high-end marketing projects with the caliber to create the best ROI for businesses.

The recent acquisition follows two other purchase deals made by the company. Marlon and Mia Interactive in February 2021, and We are you in November 2020.

The acquisition of Orangedotcom helps Intracto Group to move toward being an integrated full-services agency.

Supporting companies with digital growth

Orangedotcom is a digital marketing agency involved in supporting its clients by offering them a clear approach, short lines of communication by being quick and proactive.

Established in 2011 by the founder duo, Arnoud Duiker and Michael Hardeman, Orangedotcom displays specialty in eCommerce, home décor, fashion, and recruitment. A few of the most notable brand names in the company’s client list include Samsung, Red Bull, OneFit, Cavallaro Napoli, Brunel, Tony’s Chocolonely, Tele2, QWIC, Mollie, and the ANWB.

As per the company, its team strength includes 30 digital experts who dedicatedly work toward achieving digital growth for clients.

Talking about growth and development, Arnoud Duiker, Co-Founder of Orangedotcom, mentioned, “Together with the team at Intracto Group, we are better equipped to fulfil our ambition of being a leading digital agency. We want to relieve our clients of their digital worries from A to Z. Clients increasingly demand that we are not just their partner for niche assignments. They need a partner who is willing and capable to take on real responsibilities.”

Idea behind the acquisition from an expert point of view

Pieter Janssens, CEO of Intracto Group, says, “We’ve seen an impressive digital acceleration since March 2020, because of COVID-19. This process is irreversible. Companies increasingly realise the strategic importance of their digital presence and the ecosystem they need to build and maintain. The team at Orangedotcom is, therefore, a targeted acquisition for us. They excel in SEA, SEO, social advertising, CRO, analytics, and marketplaces. In short, everything that has to do with digital marketing.”

He further adds, “Adding our existing qualities to the mix; this is a big win for our customers and our colleagues. On the one hand, customers can trust us with even more responsibility and the associated impact. On the other hand, our team members get an even more interesting playing field. We strengthen our defence and our offence, allowing them to score even easier.”

As per Brian Hirman, Director Corporate Development/M&A Intracto Group, Orangedotcom will become part of the Amsterdam campus. It is the campus that already operates with a strong performance marketing team on board, Booming. With Orangedotcom, Campus Amsterdam now has a complete online marketing team.

By acquiring Orangedotcom, Intracto has successfully added 30 powerful team members to Campus Amsterdam, accentuating the strategic importance of the Dutch capital. Post the acquisition formalities, Orangedotcom founders, Arnoud and Michael, will continue to work for growth at the Amsterdam campus.

About Intracto Group

Based out of Benelux, Intracto Group is a digital services firm that combines in-depth expertise to deliver exceptional services with cornerstones like strategy, technology, marketing, content, and creation.

The company has more than 1,375 specialist resources working in these fields across nine locations in the Netherlands and Belgium.

Conceived in 2005, the company includes a powerful set of national and international clients. Few of these names include Johnson & Johnson, Brussels Airport, D’Ieteren, Rabobank, Proximus, Hyundai, Coop, ING, and Q8.