Discussion Topic: What is contextual marketing? In one of our lectures this week

Question

Discussion Topic: What is contextual marketing?

In one of our lectures this week I mention contextual marketing. This is a “newer” marketing term for many marketing professionals, professors, and students alike. Please watch the short Youtube.com videos where an example of contextual marketing is discussed.

https://youtu.be/J1hk1zEdIko

The post below is really fun-- you're at the mall, and your phone vibrates......

https://youtu.be/SkGaFRwIs7c

Here's a valuable read on this topic;

https://www.bbvaopenmind.com/en/the-last-mile-of-iot-artificial-intelligence-ai/

I now request that you offer an original, creative example of contextual marketing. Please provide detail on what medium will be used to communicate the offer, consider the target market, and support why your marketing and sales idea would be efficient and effective.

Explanation / Answer

Contextual Marketing:

The term Contextual Marketing is of the recent origin, thanks to the development of Internet technologies. Contextual Marketing is a online marketing tool in which people are served with targeted advertisement based on the key terms that they search for or more appropriately based on their recent browsing behaviour.

Contextual marketing is all about delivering the right content at the right moment. Contextual marketing refers to providing targeted ads based on the user information, based on the things they searched and recent web history. The purpose is to offer products and services to those customers, who are already interested in them.

As the contextual Marketing is an online tool, most companies are using online mediums such as websites, social networking sites, mobile network etc to communicate with the prospective customers and offer their products and services. Here target market is the online users or the people are online.

One Great example of Contextual Marketing is case of Sports Den. During the Sochi Olympics, they promoted the Team Canada Jerseys. Their first ad, which was just “Team Canada Jerseys” had a success, however there was a scope for improvement. So, they created a new marketing strategy. For example, when it was time for Canada to play the United States, the ad was like this: “Screw the US”, or when it was the time for game against Sweden, the ad was: “Sweden’s got nothing”. This campaign has really worked, because it was interesting, unique, and timely and more importantly the ads were positioned differently.

So, as the communication platform changes, we should change the way we promote our products accordingly. Only then we will be able to deliver the right content with the right audience in the right moment. Hence our sales idea and marketing strategies should be effective and efficient.

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