The definition of Contextual marketing is as below:
Contextual marketing is an online marketing model in which people are served with targeted advertising based on terms they search for or their recent browsing behavior.
I have been fascinated by this as you are actually reading the mind of the consumer. Though it may have existed for long, the online mediums and the advent of social media has further accentuated its prospects.
During the financial market crisis when our favorite shares which were zooming their way to the apex, plummeted all of a sudden causing headaches and heartaches like never before, smart marketing managers saw this as an opportunity to capitalize. Some pharmaceutical companies were quick to have their web banners in financial market portals with their medicines for headache, hypertension etc. etc. Quite smart isn’t it?
But yesterday’s smart is outsmarted by today’s smarter. Facebook has been in the news now for doing something similar.
When you change your status on the facebook page to declare that you are engaged and not single anymore, the smart Facebook page displays ads on wedding jewellery, bridal outfits and so on. A person who is about to get married will surely have these on the top of his/her mind and is highly likely to click on the advertisement. It’s a Job well done for Facebook, job done for the brand using Facebook as a marketing medium.
Mr. John Wanamaker, considered father of modern advertising once said, ““I know that half of my advertising dollars are wasted … I just don’t know which half”. Had he been there today, he would have had less ambiguity about the ROI on his marketing dollars.
If I had to put it in formula like most marketing books would do, I would say,
(Contextual marketing) ^ (social media) = Guaranteed brand visibility with the TG
Read it as:
Contextual Marketing leveraging the power of social media will ensure brand visibility among the right target group.
A popular adage says “Put your money where your mouth is”. With such powerful marketing tools, we should rephrase it as “Put your money where the mind of your target audience is”.
Contextual marketing is an online marketing model in which people are served with targeted advertising based on terms they search for or their recent browsing behavior.
I have been fascinated by this as you are actually reading the mind of the consumer. Though it may have existed for long, the online mediums and the advent of social media has further accentuated its prospects.
During the financial market crisis when our favorite shares which were zooming their way to the apex, plummeted all of a sudden causing headaches and heartaches like never before, smart marketing managers saw this as an opportunity to capitalize. Some pharmaceutical companies were quick to have their web banners in financial market portals with their medicines for headache, hypertension etc. etc. Quite smart isn’t it?
But yesterday’s smart is outsmarted by today’s smarter. Facebook has been in the news now for doing something similar.
When you change your status on the facebook page to declare that you are engaged and not single anymore, the smart Facebook page displays ads on wedding jewellery, bridal outfits and so on. A person who is about to get married will surely have these on the top of his/her mind and is highly likely to click on the advertisement. It’s a Job well done for Facebook, job done for the brand using Facebook as a marketing medium.
Mr. John Wanamaker, considered father of modern advertising once said, ““I know that half of my advertising dollars are wasted … I just don’t know which half”. Had he been there today, he would have had less ambiguity about the ROI on his marketing dollars.
If I had to put it in formula like most marketing books would do, I would say,
(Contextual marketing) ^ (social media) = Guaranteed brand visibility with the TG
Read it as:
Contextual Marketing leveraging the power of social media will ensure brand visibility among the right target group.
A popular adage says “Put your money where your mouth is”. With such powerful marketing tools, we should rephrase it as “Put your money where the mind of your target audience is”.
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