CONTEXTUAL MARKETING
CONTEXTUAL
MARKETING
By David Kenny and John F.
Marshall
Definition
Contextual marketing is an online and mobile marketing model that provides targeted advertising based on user information, such as terms they search for or their recent web-browsing activity.
=> Present ads to customers representing products and services they are already interested in.
Post their detailed product information on other sites which draw several times visitors's attention than they have The ubiquitous Internet
Hastening
the demise of the destination site model is the phenomenon we call the ubiquitous
Internet.
Benefit of the ubiquitous
Internet:
1
As the ubiquitous Internet becomes a reality, a new kind of intermediary role emerges — the mobilemediary
Able to break into the value chain anytime Bringing transaction customers
information and capabilities to
Beyond the websites
The convergence of the Internet with broadband connectivity and with TV let marketers integrate commerce and entertainment. 46% clickthrough rate by on-screen promotion
0.5% click-through rate for a Web-based banner ad
Beyond the websites
The convergence of the Internet with broadband connectivity and with TV let marketers integrate commerce and entertainment.
Beyond the home: Mobile devices and Internet access in a broad range of public venues let marketers link real-life situations to virtual information and offerings.
Use the power and reach of the Internet to deliver directly messages and information to customers at the point of need.
Master the tools of contextual marketing to extend the reach of relationshiporiented companies beyond their Web sites, capture more information and improve customer service in the virtual and the physical worlds.
MARKETING
By David Kenny and John F.
Marshall
Definition
Contextual marketing is an online and mobile marketing model that provides targeted advertising based on user information, such as terms they search for or their recent web-browsing activity.
=> Present ads to customers representing products and services they are already interested in.
Post their detailed product information on other sites which draw several times visitors's attention than they have The ubiquitous Internet
Hastening
the demise of the destination site model is the phenomenon we call the ubiquitous
Internet.
Benefit of the ubiquitous
Internet:
1
As the ubiquitous Internet becomes a reality, a new kind of intermediary role emerges — the mobilemediary
Able to break into the value chain anytime Bringing transaction customers
information and capabilities to
Beyond the websites
The convergence of the Internet with broadband connectivity and with TV let marketers integrate commerce and entertainment. 46% clickthrough rate by on-screen promotion
0.5% click-through rate for a Web-based banner ad
Beyond the websites
The convergence of the Internet with broadband connectivity and with TV let marketers integrate commerce and entertainment.
Beyond the home: Mobile devices and Internet access in a broad range of public venues let marketers link real-life situations to virtual information and offerings.
Use the power and reach of the Internet to deliver directly messages and information to customers at the point of need.
Master the tools of contextual marketing to extend the reach of relationshiporiented companies beyond their Web sites, capture more information and improve customer service in the virtual and the physical worlds.