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RESEARCH, ANALYSIS & TRENDS
Mastering contextualization smoothly
Contextual marketing refers to online and mobile mar- the customer), historical data (what did the customer do
keting that provides targeted advertising based on user in the past), and situational data (what’s happening with
information, such as the search terms they’re using or the customer now), besides factoring in a user’s current
their recent web-browsing activities. The goal is to dis-
play ads to customers that promote products and ser- situation - such as time of day, geographic location,
vices they seem to be interested in. The textbook exam- device, browser, or even weather.
ple of such “contextual advertising” is Google’s Ad-
Sense program, which uses the terms entered into each Achieving a high advertising ROI is of course the
Google search to select an appropriate advertisement dream of every marketer and contextual advertising
for each and every individual surfer.
seems perfect to increase the conversion of sales leads
to actual sales, besides decreasing customer annoy-
Nevertheless, putting the two words together – contex-
tual and marketing – feels strange, as there always has ance and eliminating unprofitable ads. Which is why it
to be context to marketing. In practice, though, contex- is used not only by search engines, but publishers and
tual marketing means something more specific, though social media as well, as any website with a variety of
it's not 100% clear what exactly. content can use contextual advertising by matching the
content viewed with the ads displayed.
Fact is that contextual advertising knows what we’re
searching for, what websites we’re visiting, and even With the advent of mobile devices, a new type of con-
what physical location we’re in. And armed with that textual marketing has developed - especially due to the
knowledge, the companies that are using this type of fact that more and more people carry the beloved tech-
marketing can definitely sell more. nology around everywhere they go. Mobile devices can
use your location to provide contextual ads (e.g. show-
To succeed in today’s digital business environment, ing only local businesses and promotions in your vicini-
companies have to focus on absolute customer-centric ty) or even involve billboard advertising, embedding
interactions that are tailored for each user, which makes cameras in certain well-populated billboard locations,
contextualization a perfect solution. such as bus terminals or malls that will track how many
To master contextualization, companies should gather people are in front of the advertisement, and how long
at least three types of data: demographic data (who is they’re looking at it, triggering different ads.
14 Asian eMarketing - May 2016: The impact of Social Media & Storytelling, Native & Contextual Advertising, on Content Marketing
14
Mastering contextualization smoothly
Contextual marketing refers to online and mobile mar- the customer), historical data (what did the customer do
keting that provides targeted advertising based on user in the past), and situational data (what’s happening with
information, such as the search terms they’re using or the customer now), besides factoring in a user’s current
their recent web-browsing activities. The goal is to dis-
play ads to customers that promote products and ser- situation - such as time of day, geographic location,
vices they seem to be interested in. The textbook exam- device, browser, or even weather.
ple of such “contextual advertising” is Google’s Ad-
Sense program, which uses the terms entered into each Achieving a high advertising ROI is of course the
Google search to select an appropriate advertisement dream of every marketer and contextual advertising
for each and every individual surfer.
seems perfect to increase the conversion of sales leads
to actual sales, besides decreasing customer annoy-
Nevertheless, putting the two words together – contex-
tual and marketing – feels strange, as there always has ance and eliminating unprofitable ads. Which is why it
to be context to marketing. In practice, though, contex- is used not only by search engines, but publishers and
tual marketing means something more specific, though social media as well, as any website with a variety of
it's not 100% clear what exactly. content can use contextual advertising by matching the
content viewed with the ads displayed.
Fact is that contextual advertising knows what we’re
searching for, what websites we’re visiting, and even With the advent of mobile devices, a new type of con-
what physical location we’re in. And armed with that textual marketing has developed - especially due to the
knowledge, the companies that are using this type of fact that more and more people carry the beloved tech-
marketing can definitely sell more. nology around everywhere they go. Mobile devices can
use your location to provide contextual ads (e.g. show-
To succeed in today’s digital business environment, ing only local businesses and promotions in your vicini-
companies have to focus on absolute customer-centric ty) or even involve billboard advertising, embedding
interactions that are tailored for each user, which makes cameras in certain well-populated billboard locations,
contextualization a perfect solution. such as bus terminals or malls that will track how many
To master contextualization, companies should gather people are in front of the advertisement, and how long
at least three types of data: demographic data (who is they’re looking at it, triggering different ads.
14 Asian eMarketing - May 2016: The impact of Social Media & Storytelling, Native & Contextual Advertising, on Content Marketing
14
