Contextual Advertising, Part 1 of 2:
"Four hundred million user-initiated Internet searches each day -- 400 million questions, curiosities, investigations.
The consumer is in control. Accept it.
Search marketing (SEM)"seeks to understand your audience's buying behavior and uses its query language as a proxy for purchase intent. Depending on the language, marketers infer differing degrees of purchase intent and make differing offers as a buyer moves through a qualification funnel.
"Inquiry marketing addresses the new marketing reality. It's what Sergio Zyman, Coca-Cola's former CMO, calls 'consumer democracy.' It's the rise of choice, and the decline of mass marketing.
Inquiry marketing treats SEM as a single tactic in a broader marketing process and context. Inquiry marketing addresses buyers' behavior and individual buying cycles by the exact words used to construct a query. It considers the time of day and where a user queries, as well as any buyer behavior after initial interest and awareness have been generated.
Definition of an online contextual ad: It is the same ad Google or Overture displays at the top of search results. It's labeled "sponsored result" or "sponsored link." But this ad is instead displayed on a content page that contains relevant material. The ad serving is automated, based on algorithmic relevancy consideration.
posted by Jen @ 6:44 AM
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