|
Everything
You Need To Know About Contextual Marketing |
| 15. Does
Contextual Marketing Have a Future?
Search Engine Marketing has been growing consistently and in 2006, it is projected to earn $10 billion. It is very effective means of advertising as it delivers the right advertisement to its targeted viewers. Here the tool used is a search term. It has been observed over a period that while surfing the Internet only 5% of the time is spent searching. This has lead marketers to explore alternatives for their ads on the Internet. The history of the Internet user is very good tool to predict his future hits and thereby placing the ads smartly. Contextual marketing assumes about the interests you have using the web content, being viewed by you at present. With the pay per click model being implemented by Yahoo and Google, things have changed. Now the contextual advertisement network proposes similar performance oriented products like Search Engine Marketing. With the emergence Yahoo and Google, the small contextual networks have had a tough time. However, this rivalry is different from the one among the search engines. Let us have a look at some of the revenue models on the Internet: Pay per Click (PPC): It is now the oldest one of all. It has been very popular and used for almost all advertisement. Cost per Impressions (CPM): This metric was used in olden days. The advertiser had to pay per impression. It was a favorite amongst publishers. DART system: This is a revised form of CPM where the advertiser is given the right screen to place his ad, thereby increasing the ROI. Wondering what is
the future of PPC? The inventor of PPC, Bill Gross, says that future
is going to be pay per action. In pay per action, both parties benefit
from the click irrespective of whether it ends in a sale, a lead or
even a phone call. According to the gurus of contextual marketing, pay
per action is going to rule this industry in future. |