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Marketing, Not As You Know It

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Have you heard of Contextual Marketing? It’s the future of marketing. Contextual Marketing is commonly known as a form of online advertising that serves up targeted ads based on search terms used and recent browser history. It is evolving as a strategy however that can be modified and businesses can use it in other channels e.g. email to create stronger relationships with their customers.

Wikipedia’s entry for Contextual Advertising – describes it as just an online form of advertising.

Contextual advertising is a form of targeted advertising for advertisements appearing on websites or other media, such as content displayed in mobile browsers. The advertisements themselves are selected and served by automated systems based on the identity of the user and the content displayed.

Google Adsense uses it to serve up relevant adverts on client’s publisher sites and it’s Retargeting program also uses it.

Contextual Marketing requires data – lots of it.  A Business segmenting their email list subscriber data regularly can use contextual marketing in automated targeted email messages.

eDM statistics can capture the whereabouts of recipients at the time they open an eDM message. Also captured in eDM statistics is the device used to open the eDM.  This information can be put to good use and email list recipients for example could receive instant relevant emails from the business based on their exact location.

The starting point to using contextual marketing in emails is collecting the subscriber data and consumers need to open to offering it!  Loyalty programs are used to capture lots of personal data and the businesses that show they’re committed to respecting consumer rights under the privacy and permission laws are in the best position to benefit from contextual marketing.

What is known right now is context marketing will offer up really exciting new opportunities for businesses open to change and are quick to adapt .  It may also be the final nail in the coffin for businesses slow off the mark.


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