Contextual Marketing: A Conceptual Assessment of Its Advantages, Challenges, and Strategies
Journal Title: İzmir Sosyal Bilimler Dergisi - Year 2021, Vol 3, Issue 2
Abstract
Today, the rapid development of technology and the deep penetration of the internet into every aspect of daily life cause great changes in consumer behavior. Businesses focus on improving the overall customer experience by providing personalized content based on an individual's situation and needs. Contextual marketing is an effective marketing tool based on delivering the right information to the right people at the right time. Contextual marketing provides many benefits such as targeting more successfully at affordable cost, converting potential customers into active customers, increasing sales and brand awareness, and eliminating the disruptive concept of traditional advertising. However, studies on contextual marketing in the literature are very limited and much more research is needed in this area. This study focuses on establishing a broad theoretical framework regarding contextual marketing. In addition, the study aims to assist business managers in making relevant decisions by examining up-to-date statistics and contextual marketing strategies on the subject.
Authors and Affiliations
Yasemin Gedik
Keywords
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- EP ID EP705694
- DOI 10.47899/ijss.20213207
- Views 81
- Downloads 0
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