eMarketology = The science of eMarketing

Contextual Marketing

Contextual Marketing:

Contextual Marketing is an online marketing method designed to extend relevance to the end user. As the name implies, this direct advertising vehicle enables marketers to present potential clients with advertisements that are relevant to the “context” of the page being presented to the user. Depending on the technology and provider used, advertisements can be targeted to specific URLs and/or search results pages.

Contextual Marketing Networks:

So how does one acquire this technology? The primary vehicle for the distribution of contextual advertising technologies is software bundling. Many of the industry’s participants have partnerships in place with peer-to-peer and other file sharing software application providers. Some of the major providers are Kazaa, iMesh, Morpheus, Grokster, Limewire, and BearShare.

Peer-to-peer technologies enable users to share music files, pictures, etc. with other individuals participating within the network. These applications are amongst the most frequently downloaded applications on the Internet and are readily available to end users for download at Websites such as www.download.com.

Although Peer-to-Peer file sharing applications are the most common form of delivery for contextual marketing applications, it is not the only form. Peer-to-Peer application makes up about 70% of the network users. The remaining 30% come from other applications such as desktop modifications like Web Shots, and statistical reporting software such as Accustats.

Typically, users have a choice to download a free version of the application or a fee-based version. In most cases, the free version contains additional applications that are bundled within the software's installer file, some of which may be provided by parties other than the developer of the download. During the installation process users are presented with options regarding optional third-party applications. The application resides on the user's browser and has the ability to "read" every Website a user is visiting during a browsing session. In turn, this enables advertisers to instantaneously send targeted offers and/or content to an exclusive base of users while they are online.

 

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