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Everything
You Need To Know About Contextual Marketing |
| 14.
Why is Contextual Advertising a Booming Business?
With the ever-growing popularity of the Internet, new ways will come up for companies to connect with customers. However, the websites customization from the companies’ view will be hard to design. An airline needs a website where customers can reserve tickets and get the schedules. The customers should also be able to access other services like hotel reservations and transportation. The company, which can use the omnipresence of the Internet, will get the edge over competitors. They can target the markets better and serve them better. The omnipresence of Internet gives rise to an intermediary called mobilemediary. This will help to get information and transact at any point in the value chain. The mobilemediary will be contextual than content oriented. Let us take the example of Mobil’s Speedpass. Customers to pay for gas and other products where an electronic reader is present can use their digital wand. It has been very convenient for the drivers. In Japan NTT DoCoMo’s i-Mode service has been very successful. I-mode offers its customers wireless access to ski-condition reports, restaurant locators, online auctions, hotel reservations systems, and other services. Most of the information is available on the Internet, but with i-mode, customers can get the information whenever they want it. The contextual advertising will expand the opportunities for companies to connect with customers. It will also destabilize the four Ps of marketing. However, the marketing objective will remain the same i.e. delivering the right product to right customers at perfect time. Companies will have to understand the customers' needs. However, instead of individual customer relationships or owning customer data, best contextual marketers will tend to borrow them. It
is a constantly changing world. However, the good things keep getting
better. Keep your eyes open and the opportunities will keep knocking
on your doorstep. |