Contextual marketing opens up opportunities for companies that, for various reasons, can’t form the ongoing digital relationships that are the lifeblood of a successful destination Web site—for example, makers of consumer packaged goods, single-product companies, and infrequent service providers. The most innovative of these companies are already adapting their marketing strategies to take advantage of the ubiquitous Internet.
The ubiquitous Internet will vastly expand marketers’ opportunities to reach customers. At the same time, it will destabilize the “four Ps” of traditional marketing: price, product, placement, and promotion will all be thrown into constant flux, depending on the customer and the context. The marketing goal will be the same as ever: deliver the right product to the right customer at the right time. Companies will still have to form a deep understanding of their customers’ needs and desires. But in many cases, instead of owning customer data or individual customer relationships, successful contextual marketers will borrow them.
Even companies with flourishing destination sites can benefit from contextual marketing. Dell Computer, whose own site is an e-commerce leader, recognizes that most on-line computer shoppers bypass Dell’s site and go straight to ZDNet and CNET for in-depth product information—combined, those two sites have almost ten times the number of site visitors that Dell has. So instead of using costly and ineffective banner ads to divert sales prospects to its own site, Dell posts its detailed product information on ZDNet’s and CNET’s sites. Visitors at those sites can then compare the latest offerings from Dell and Compaq, pick the Dell machine, and launch the ordering process directly from the CNET or ZDNet site. By piggybacking on CNET’s and ZDNet’s relationships, Dell has significantly improved its customer acquisition economics.
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contextual marketing definition, contextual marketing, contextual marketing companies, contextual marketing defination by, contextual marketing for small businesses, define contextual marketing, economics in contextual marketing, Marketing Companies, traditional marketing vs contextual marketingFiled under: Advertising, Internet
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