Contextual Marketing is a very powerful tool of Online or Digital Marketing which provides the best place for advertising your service or product’s ad.

Every Business wants the highest return on investment in advertising. It provides the opportunity of the Highest return on the ad.

Sometimes it happens that you searched or explored some products in any Web or  E-commerce platform and after sometimes it shows you everywhere in your mobile like in your web browser or other Apps. 

Do you ever wonder how Amazon, Flipkart and other E-commerce web and app knows what you want to buy and for which products are searching for?

Actually, It is Contextual Marketing in which you can know your customer’s actual needs. So let’s see what are the major points in the Contextual Marketing:-

Definition of Contextual Marketing

Contextual Marketing is the type of Online or Digital Marketing in which people will see only those targeted ads for which they searched before in any platform. 

You have observed this earlier that if you will have searched some products at Flipkart, Amazon or any Website and after a few hours when you come online, you will see that the same product is in other website pages or any App. This happens through Contextual Marketing.

This targeted advertising based upon users information such as the general interest of those products, search terms they are using, web browsing activity, their local place etc.

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How does Contextual Marketing work?

Contextual Marketing basically works on the user’s browsing activity and their search terms they are using. In Contextual Marketing, marketers create content through their browsing activity and the user’s searched keywords.

When the user sees the ad of the same products or services in any irrelevant websites which are searched earlier for any products or services on other websites. It may seem like pure coincidence and people attract more for those products and services. 

In fact, however, when people search for the product or service, click on an ad, read an article related to the product, cookies stored on your browser which is used to know people’s behaviour as a consumer and is used for marketing purposes.

For example:- Suppose you are searching for a laptop. Firstly you have read an article or blog about the laptop which specification you want to buy. And then you searched about that particular laptop at Flipkart and Amazon according to the specification.

After a few hours, when you are reading some news or article on any other website you will see the ad of Flipkart and Amazon for the particular Laptop on that website.

These all happened through Contextual Marketing. Marketers use your browsing activity to show the specific products that you want to buy.

How do you make Contextual Content?

Online Marketing basically involves 3 major components:-

1. Creation of the Ad.
2. Planning where the Ad is to be run.
3. How the Ad is paid for.

Step1:- Creation of Ad is very important and necessary for any online Marketing. Firstly you have to create Ad content for any Online or Digital Marketing.

Step2:- Secondly you have to decide where you want to show your ad. You have to choose that in which website, app, or social media platform you want to run your ad. You should choose according to your target customers.

Step3:- In the 3rd step, how can you pay for the ad. It can cost per click, day-wise, or people reached per day.

In the above steps, contextual Marketing replaces the second step. Through Contextual Marketing, it decides whether your ad should be hosted or displayed on thousand of websites according to the user’s searched keywords and browsing behaviour instead of hosting on a particular chosen website.

Who uses Contextual Marketing?

For example, Do a search for different keywords for different types of topics and see what type of ads come while browsing other websites. You will see that different types of companies show 

The main player of Contextual Digital Marketing is the Google AdSense. According to the survey, the most used Search Engine in the world is Google. And due to this, Google uses the search activity, searched keywords and online activity of users and provides the appropriate advertisement for the user according to their search histories.

their ad on that website through Google AdSense Contextual marketing strategy.

Like Google, other search engines, social media platforms, and news websites also use Contextual Marketing strategy. News Channels like CNN, BBC, Times of India also use the searched keywords for particular articles and then use it for contextual advertising.

Social Media Platforms like Facebook, Instagram, Twitter and others also use use’s interest according to their page likes, post likes, comments and share activity. They also use it for contextual advertising.

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Target Customers for Contextual Marketing

In Contextual marketing, the best thing is that we don’t need to find our specific target customers because they searched the products or services which they want and we find our target customers.

 All those users who are interested in particular products or services get ads for those products and services. And this happened because of a marketing agency. They show relevant ads to the users according to their searched keywords and online activity.

Job Profile in Contextual Marketing

There are various posts in this advertising and Marketing. Major Job Profiles in Contextual Marketing field are as follows:-

1. Market Research Analyst
2. Media Analyst
3. Internet Marketing Manager

Market Research Analyst

Salary (Annually in INR)	1.4 lakh- 4.5 Lakhs
Minimum Qualification	Bachelor Degree in Market Research or related field.
Works	Gather User’s information and activity.Gather data of ad performance.Evaluate Customer’s response and behaviour.

Media Analyst

Salary (Annually in INR)	1.2 lakh- 5.6 Lakhs
Minimum Qualification	Bachelor Degree in communications or related field. Also may have experience in Digital Media.
Works	Plan and design advertising.Run and test the ads performance.Optimize contextual ad campaign and behaviour.

Internet Marketing Manager

Salary (Annually in INR)	2.2 lakh- 7.65 Lakhs
Minimum Qualification	Bachelor Degree & experience in Online Marketing advertising or Business Management. Also may have experience on Online Commerce.
Works	Monitor all Online marketing & advertising.Track to Contextual marketing performance.Monitor and communicate with the advertising team.Oversee the creation and purchasing aspects of Online advertising.

Conclusion 

Contextual Marketing has been developing since the last decade and continues researching to become more specific and accurate on delivering the best ads to relevant users.

Nowadays, the Internet has become so useful and accessible and this marketing also develops new types of marketing around Mobile devices. 

Through the Mobile devices, they use your locations and use it to provide you the ad context of local businesses. They can also grab your internet uses. For Example, some mobile network companies like JIO, Airtel, etc. provide you a customized Mobile data plan especially for you.

In future Contextual Marketing, they involve Billboard Advertising. Some billboard companies will use cameras on their billboard for some populated areas so that they can see the performance of the billboard ad. Through that, they can track the actual statistics for the billboard advertisement. They calculate how many people are in front of the ad and how much time they use to see the ad. They can also find actual target customers for a particular ad.

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