A keyword carries no situation
People have typed two or three words into a search box, such as “quiet refrigerator”. Those words do not say who is looking or why. Someone choosing a large refrigerator for a family and someone kept awake by a hum in a studio apartment type the same thing.
Product information written for the keyword often stopped at including the word “quiet”.
People describe their situation to AI
A question to an AI is a sentence. For example: “I live in a studio and the refrigerator noise bothers me at night. Can you recommend a quiet one?”
The question says who is asking (someone living in a studio), where (a room where the bed is close to the refrigerator), and why (noise at night). AEKO calls the customer’s situation and need the context.
Product information needs evidence that answers the situation
An AI picks products that fit the situation in the question and explains why. If the product information says nothing about that situation, the AI has no evidence to use.
Check that the three things below exist as text in your product information. Evidence does not guarantee a recommendation. Without it, though, a product is hard to connect to the question.
- Who it is for: the people the product fits, such as single-person households or studio residents
- When it is used: the time and place, such as at night in a bedroom
- Why it is needed: facts that answer the need, such as the noise level in decibels
Context marketing finds the customer’s situation and puts it in four places
Context marketing starts from the customer’s situation, not the keyword. Once you have found the situation, put what answers it in the four places below.
| Where | What goes there |
|---|---|
| Product information | Write the facts that answer who, when, and why as text on the product page and in structured data. |
| Search | Ask an AI the question for that situation and check whether your brand appears in the answer and which sources are used. |
| Ads | Write ad copy for the same situation and review it against the product facts. |
| Store | Put the situations from products and reviews on store pages that AI and agents can read. |
The situation is already in what customers say
Context is not something you invent. It is already written in reviews, customer questions, and support records. One review line such as “I am sensitive to noise in my studio, and it stays quiet at night” can be the starting point for a question to track and for a product description.
Keep the customer’s experience and the product’s facts separate. A review shows why the customer chose the product. A specification shows what the product actually supports.
How AEKO divides the work
AEKO is a Context Marketing Platform. Explore evidence in Context Search, observe visibility in AI answers in Context AEO, and continue into ad and content work in Context AI Marketing. AEKO Shop is a separate Context Commerce product.
Start with one main product and write down three situations from its reviews. Ask an AI with those situations and you can see how your product is introduced.
Read next
Continue in AEKO
Continue in AEKO
Follow the steps to apply this topic to your work.
Frequently asked questions
Does context marketing replace keyword marketing?
No. Keyword search is still used. Context marketing adds evidence that answers the customer’s situation to product information and ads, for AI answers where customers describe that situation in a sentence.
Where do I find context?
In customer reviews, questions, and support records. The reasons for buying and the situations of use that customers state themselves are the starting point.