In the mood: when and where does your advertising work best? Use these contextual advertising tips to set the scene and snag prospective buyers
Author: Entrepreneur

TODAY, THE hottest new marketing watchword is context. Instead of blasting your customers with a generic message in mass media, it's essential to reach them when they're in the right frame of mind--and most likely to take action on your message.

Program and message customization are vital due to the "demassification" of America. And consumers have unfettered access to media that's brilliantly tailored to their needs. For entrepreneurs, this new age of specialized media has brought about vast opportunities for better-targeted communication with customers.

Create Relevant Messages

With the fragmentation of media and the clutter that now surrounds the majority of advertising and content, consumers tune out all but the most relevant messages. So the first step is to make your product or service offering resonate with targeted customers. It boils down to understanding your customers and what motivates them to purchase. This will not only ensure that your message stands out from the clutter, but will also help you choose the best marketing tactics. Put your pitch on track by answering these four important questions:

1. WHERE are your customers when they're thinking about or making decisions concerning what you market? Perhaps they're on the subway, in a shopping mall, at home, at the office, driving their cars or on a ski lift.