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Contextual marketing is a method of marketing that targets a specific audience with a customized message. This form of marketing shows the target audience adverts based on the keywords used to search for information, or keywords from their browsing history. For that reason, contextual marketing is great for targeting people who are already interested in certain products and services. It is usually on-point and suited to the content that the user is already interested in.
Real Life Examples of Contextual Marketing
Assume Internet users are searching for travel insurance. The next time they log onto their favorite news site or blog, the ads that show up will be for travel insurance, discount offers for travel insurance and so on. This is a great example of contextual marketing done right based on browsing history.
Now, assume Internet users are interested in information on budgeting and use related keywords to access the top personal finance blogs and sites. When they access the blogs that interest them, they will be able to read the content that they want. In addition, they will also be able to view ads like budgeting tools to use, books on budgeting, and so on. This kind of marketing is an example of contextual marketing based on keywords used for search.
Clearly, in both cases, you can see how contextual marketing is in-context. In other words, the ads displayed on the page the user is viewing are related to what he or she is looking for.
Popular Service Providers of Contextual Ads
Many service providers provide a platform for distribution of contextual ads for businesses. All you have to do is open an account with one or more of them and create a marketing campaign.
Popular contextual ad networks include:
· Google Adsense
· Microsoft adCenter
· Yahoo! Bing Network etc
Many of these service providers have unique codes that enable webmasters to insert ads within their sites. Your job is to find the best service provider for your business needs.
To Whom Should You Market Through Contextual Ads?
You need to identify the common behaviors of your target audience before determining whether contextual marketing would be suitable for your business.
Contextual marketing is usually suitable for:
· People who spend a long time online accessing the information that they need or want.
· People with access to Internet-connected mobile devices like smartphones
· People who don't mind having their private information stored by various sites for use in contextual marketing
· People who hate blatant advertisements
What are the Benefits Of Contextual Marketing?
Contextual marketing is becoming more popular by the day. It may also be quite costly, especially if you want to beat the competition in a large field of competitors.
With that said, there are certain benefits of contextual marketing that are worth considering:
· Contextual marketing is very specific. This makes it very effective in getting people to click on ads and possibly buying something.
· In-context marketing is quite non-invasive. Because the ads used are related to the content that the users want to see, the target audience is more likely to respond positively to them.
While contextual marketing is not an exact science, it is a very effective marketing tool for businesses. This marketing method can reach people globally and increase your sales when done properly.