Contextual Marketing

Definition:

Contextual marketing is marketing that occurs in the context of when a person is more likely to be interested in the product/industry. Thus, a page sponsorship can be considered contextual, as the viewer has elected to view the page, and assuming the sponsorship is for a product that is related to the content of the page, the product has the right context (the viewer self-selected to view the content). Text advertisements that are relevant to the content of the web page they appear are another example of contextual marketing. An example of this is the advertising programs run by search engines that have advertisements dependent on the keywords being searched upon. Contextual Marketing will also become more evident with the evolution of wireless marketing (m-commerce). Wireless marketing will take advantage of knowing where the consumer is located using GPS. This can then translate into marketing messages that have direct relevance to the consumer as the messages relate to the context of the consumer at the point in time they are being delivered.

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