Bağlamsal Pazarlama: Avantajları, Zorlukları ve Stratejileri Üzerine Kavramsal Bir Değerlendirme

Yıl 2021, , 175 - 186, 31.12.2021

Yasemin Gedik

https://doi.org/10.47899/ijss.20213207

Öz

Günümüzde, teknolojinin hızla gelişimi ve internetin günlük yaşamın her alanına derinden nüfuz etmesi tüketici davranışında büyük değişimlere sebep olmaktadır. İşletmeler, bir bireyin durumuna ve ihtiyaçlarına göre kişiselleştirilmiş içerik sağlayarak genel müşteri deneyimini geliştirmeye odaklanmaktadır. Bağlamsal pazarlama, doğru bilgileri, doğru zamanda ve doğru kişilere ulaştırmaya dayanan etkili bir pazarlama aracıdır. Bağlamsal pazarlama işletmelere, uygun maliyetle daha başarılı hedefleme, potansiyel müşterileri aktif müşterilere dönüştürmek, satışları ve marka farkındalığını arttırmak, geleneksel reklamcılığın tüketiciyi kesintiye uğratan konseptini yok etmek gibi çok sayıda fayda sağlamaktadır. Bununla birlikte, literatürde bağlamsal pazarlama hakkında yapılan çalışmalar oldukça kısıtlıdır ve bu alanda çok daha fazla araştırmaya ihtiyaç bulunmaktadır. Bu çalışma, bağlamsal pazarlama ilgili geniş bir teorik çerçeve oluşturmaya odaklanmaktadır. Ayrıca çalışma, konuyla ilgili güncel istatistikler ve bağlamsal pazarlama stratejilerini de inceleyerek ilgili kararları alırken işletme yöneticilerine yardımcı olmayı amaçlamaktadır.

Anahtar Kelimeler

bağlam, hedefleme, bağlamsal pazarlama, bağlamsal reklamcılık

Contextual Marketing: A Conceptual Assessment of Its Advantages, Challenges, and Strategies

Öz

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.

Anahtar Kelimeler

Context, Targeting, Contextual Marketing, Contextual Advertising

Kaynakça

• Aggarwal, A. (2007). The Good and the Bad of Contextual Advertising, https://ezinearticles.com/?The-Good-And-The-Bad-Of-Contextual-Advertising&id=530838, Erişim tarihi: 14.04.2021
• Armano, G., Giuliani, A. & Vargiu, E. (2011). Studying the Impact of Text Summarization on Contextual Advertising, 22nd International Workshop on Database and Expert Systems Applications, IEEE, 172-176.
• Baldwin, C. (2017). How Contextual Marketing Will Help Your Brand,https://marketingtechnews.net/news/2017/may/15/how-contextual-marketing-will-help-your-brand/, Erişim Tarihi: 20.05.2021
• Beales, H. (2010). The Value of Behavioral Targeting, Network Advertising Initiative, 1.
• Berry, S. (2019). What Is Contextual Targeting? (And Why Does It Even Matter?), https://www.webfx.com/blog/marketing/contextual-targeting/ , Erişim Tarihi: 20.05.2021
• Broder , A., Fontoura, M., Josifovski, V. & Riedel, L. (2007). A Semantic Approach to Contextual Advertising, Proceedings of the 30th Annual International ACM SIGIR Conference on Research and Development in Information Retrieval, 559-566.
• Broughton, M. (2019). Predictions 2020: The Rise of Contextual Advertising, https://www.exchangewire.com/blog/2019/12/18/predictions-2020-the-rise-of-contextual-advertising/ , Erişim Tarihi: 14.04.2021
• Chen, G. & Kotz, D. (2000). A Survey of Context-Aware Mobile Computing Research, Computer Science Technical Report TR2000-381, https://digitalcommons.dartmouth.edu/cs_tr/177 , 1-16.
• Chun, K., Song, J., Hollenbeck, C., & Lee, J. (2014). Are contextual advertisements effective? The moderating role of complexity in banner advertising. International Journal of Advertising, 33(2), 351-371.
• Clevinger, A. (2021). What is Targeting: Definition and Types, https://snov.io/glossary/targeting/ , Erişim Tarihi: 20.05.2021
• Conti, M., Nguyen, V. & Crispo, B. (2010). CRePE: Context-Related Policy Enforcement for Android?, International Conference on Information Security, Springer, Berlin, Heidelberg, 331-345.
• Coutaz, Y., Crowley, J., Dobson, S. & Garlan, D. (2005). Context is Key, Communications of the ACM, 48(3), 49-53.
• Dey, A. (2001). Understanding and Using Context, Personal and Ubiquitous Computing, 5(1), 4–7.
• DMA (2018). Data Privacy: What the Consumer Really Thinks, https://dma.org.uk/uploads/misc/5a857c4fdf846-data-privacy---what-the-consumer-really-thinks-final_5a857c4fdf799.pdf , Erişim Tarihi: 20.05.2021
• Duff, J. (2021). 7 Contextual Advertising Tips to Power Your Campaign, https://www.thomsondata.com/article/contextual-advertising-tips.php , Erişim Tarihi: 20.05.2021
• Fan, T.-K. & Chang, C.-H. (2009). Blogger-Centric Contextual Advertising, CIKM '09: Proceedings of the 18th ACM Conference on Information and Knowledge Management, 1803–1806.
• GumGum & SPARK Neuro. (2020). Cognitextual: A Neuroanalytic Study of Contextual Ad Effectiveness, https://insights.gumgum.com/hubfs/Advertising/Advertising%20Newsletter/Volume%20IV/Cognitextual%20Study%20FULL%20GUIDE%20(1).pdf , Erişim Tarihi: 20.05.2021
• Hemdev, A. (2019). The Beginner's Guide to 6 Types of Ad Targeting, https://blog.zyp.tv/types-of-ad-targeting , Erişim Tarihi: 20.05.2021
• Hill, C. (2018). Why Marketers Need A Contextual Marketing Strategy, https://www.veracentra.com/blog/contextual-marketing-strategy/ , Erişim Tarihi: 20.05.2021
• http://grow.segment.com/Segment-2017-Personalization-Report.pdf (2017). The 2017 State of Personalization Report, Erişim Tarihi: 20.05.2021
• https://dictionary.cambridge.org/dictionary/english/targeting (2021). Targeting, Erişim Tarihi: 20.05.2021
• https://insights.gumgum.com/hubfs/Contextual-Advertising-the-new-frontier-final-guide.pdf (2018). Contextual Advertising: The New Frontier, Erişim Tarihi: 14.04.2021
• https://newsroom.accenture.com/news/eighty-percent-of-consumers-believe-total-data-privacy-no-longer-exists-accenture-survey-finds.htm (2014). Eighty Percent of Consumers Believe Total Data Privacy No Longer Exists, Erişim Tarihi: 14.04.2021
• https://www.criteo.com/blog/4-reasons-contextual-targeting-is-trending/ (2020). 4 Reasons Contextual Targeting Matters More than Ever, Erişim Tarihi: 14.04.2021
• https://www.epsilon.com/us/about-us/pressroom/new-epsilon-research-indicates-80-of-consumers-are-more-likely-to-make-a-purchase-when-brands-offer-personalized-experiences (2018). New Epsilon Research Indicates 80% of Consumers are More Likely to Make a Purchase When Brands Offer Personalized Experiences, Erişim Tarihi: 14.04.2021
• https://www.knorex.com/blog/articles/contextual-targeting (2021). Contextual Targeting 101: How To Use Relevance To Drive Better Engagement Without Cookies, Erişim Tarihi: 20.05.2021
• https://www.marketing-schools.org/types-of-marketing/contextual-marketing/#section-1 (2021). Contextual Marketing, Erişim Tarihi: 20.05.2021
• https://www.marketsandmarkets.com/Market-Reports/contextual-advertising-market-165798900.html (2018). Contextual Advertising Market, Erişim Tarihi: 14.04.2021
• https://www.reportlinker.com/p05798251/Global-Contextual-Advertising-Industry.html?utm_source=GNW (2021). Global Contextual Advertising Industry, Erişim Tarihi: 20.05.2021
• https://www.thinkwithgoogle.com/future-of-marketing/creativity/marketing-personalization-statistics/ (2017). Marketing-Personalization Statistics, Erişim Tarihi: 14.04.2021
• https://www.traff.co/en/blog/contextual-advertising (2021). Contextual advertising, Erişim Tarihi: 20.05.2021
• IAB. (2016). The Value of Targeted Advertising to Consumers, https://www.iab.com/wp-content/uploads/2016/05/Value-of-Targeted-Ads-to-Consumers2.pdf , Erişim Tarihi: 14.04.2021
• Jain, R. (2021). What is Contextual Marketing, https://www.profitablepopularity.com/what-is-contextual-marketing/?cn-reloaded=1 , Erişim Tarihi: 20.05.2021
• Kakkar, V. (2017). Why Contextual Marketing Is The Next Big Wave In Customer Conversion. https://conversionsciences.com/contextual-marketing/ , Erişim Tarihi: 14.04.2021
• Kirkpatrick, D. (2016). Study: 71% of Consumers Prefer Personalized Ads, https://www.marketingdive.com/news/study-71-of-consumers-prefer-personalized-ads/418831/ , Erişim Tarihi: 14.04.2021
• Kloefkorn, S. (2018). Targeting Strategies: Need to Get Contextual, https://keomarketing.com/insights/targeting-strategies-get-contextual/ , Erişim Tarihi: 14.04.2021
• Kohli, A. (2020). What Is Contextual Targeting? How It Works (in 5 Steps), https://www.business.com/articles/5-steps-of-contextual-targeting/ , Erişim Tarihi: 14.04.2021
• Kollas, S. (2015). How Contextual Marketing Affects Your Strategy, http://www.experian.com/blogs/marketing-forward/2015/10/12/how-contextual-marketing-affects-your-strategy/ , Erişim Tarihi: 14.04.2021
• Lee, T. & Jun, J. (2007). Contextual Perceived Value? Investigating the Role of Contextual Marketing for Customer Relationship Management in a Mobile Commerce Context, Business Process Management Journal, 13 (6), 798-814.
• Lian, S., Cha, T. & Xu, Y. (2019). Enhancing Geotargeting with Temporal Targeting, Behavioral Targeting and Promotion for Comprehensive Contextual Targeting, Decision Support Systems, 117, 28-37.
• Liu, P., Azimi, J. & Zhang, R. (2014). Automatic Keywords Generation for Contextual Advertising, Proceedings of the 23rd International Conference on World Wide Web, 345-346.
• Luo, X. (2003). The Performance Implications of Contextual Marketing for Electronic Commerce, Journal of Database Marketing, 10(3), 231–239.
• Luo, X. ve Seyedian, M. (2003). Contextual Marketing and Customer-Orientation Strategy for E-Commerce: An Empirical Analysis, International Journal of Electronic Commerce, (8)2, 95-118.
• Microsoft & Adobe (2018). Five Daunting Sales and Marketing Gaps, http://info.microsoft.com/rs/157-GQE-382/images/EN-CNTNT-eBook-Azure-Dynamics-Adobe-Five-Daunting-Sales-and-Marketing-Gaps.pdf , Erişim Tarihi: 14.04.2021
• Niu, X., Ma, J. & Zhang, D. (2009). A Survey of Contextual Advertising, 2009 Sixth International Conference on Fuzzy Systems and Knowledge Discovery.
• Pak, A. & Chung, C.-W. (2010). A Wikipedia Matching Approach to Contextual Advertising, World Wide Web, 13, 251–274.
• Pandey, S., Aly, M., Bagherjeiran, A., Hatch, A., Ciccolo, P., Ratnaparkhi, A. & Zinkevich, M. (2011). Learning to Target: What Works for Behavioral Targeting, CIKM '11: Proceedings of the 20th ACM International Conference on Information and Knowledge Management, 1805–1814.
• Ping, Y. (2019). Contextual Marketing in the Mobile Internet Environment: A Literature Review and Prospects, Foreign Economics & Management, 41(5), 3 - 16.
• Radhika, V., Thottungal, A. & Nizar, A. (2016). An Enhanced Model for Behavioral Targeting in Online Advertising. International Conference on Data Science and Engineering (ICDSE).
• Rayport, J. & Sviokla, J. (1994). Managing in the Marketspace. Harvard Business Review, https://hbr.org/1994/11/managing-in-the-marketspace#. , Erişim Tarihi: 14.04.2021
• Rivard, J. (2017). The True Power of Contextual Marketing. https://marketinginsidergroup.com/content-marketing/true-power-contextual-marketing/ , Erişim Tarihi: 14.04.2021
• Samat, S., Acquisti, A. & Babcock, L. (2017). Raise the Curtains: The Effect of Awareness About Targeting on Consumer Attitudes and Purchase Intentions, Proceedings of the Thirteenth Symposium on Usable Privacy and Security (SOUPS 2017).
• Scalarly. (2020). Contextual Marketing: Little Marketing Book, https://scalarly.com/marketing-book/wiki/contextual-marketing-2/ , Erişim Tarihi: 14.04.2021
• Sear, D. (2014). Decca Tests Contextual Mobile Marketing. Journal of Direct, Data and Digital Marketing Practice, 15, 226–228.
• Shukla, P. (2009). Impact of Contextual Factors, Brand Loyalty and Brand Switching on Purchase Decisions, Journal of Consumer Marketing, 26 (5), 348-357.
• The Economist. (2015). Beyond Personalisation - The Challenges of Contextual Marketing. https://eiuperspectives.economist.com/marketing/beyond-personalisation-challenges-contextual-marketing/white-paper/beyond-personalisation-challenges-contextual-marketing, Erişim Tarihi: 14.04.2021
• Vanessa, N., & Japutra, A. (2017). Contextual Marketing Based on Customer Buying Pattern in Grocery E-Commerce: The Case of Bigbasket.com (India). Asean Marketing Journal, 9(1), 56-67.
• Wainwright, C. (2020). What Is Context Marketing, and Why It Matters, https://blog.hubspot.com/blog/tabid/6307/bid/33894/what-s-the-deal-with-this-whole-context-marketing-thing.aspx , Erişim Tarihi: 14.04.2021
• Wise, D. (2019). The Five Changes Shaping the Future of Contextual Advertising, https://www.thedrum.com/industryinsights/2019/11/21/the-five-changes-shaping-the-future-contextual-advertising , Erişim Tarihi: 14.04.2021
• Wojdynski, B. & Bang, H. (2016). Distraction Effects of Contextual Advertising on Online News Processing: An Eye-Tracking Study, Behaviour & Information Technology, 35(8), 654-664 .
• Yan, J., Liu, N., Wang, G., Zhang, W., Jiang, Y. & Chen, Z. (2009). How much can Behavioral Targeting Help Online Advertising?, Proceedings of the 18th international conference on World Wide Web, 261-270.
• Zerr, K., Albert, R. & Forster, A. (2017). Context Sensitive Digital Marketing - A Conceptual Framework Based on the Service Dominant Logic Approach, International Conference on HCI in Business, Government, and Organizations, Springer, Cham, 298-312.
• Zheng, X., Lin, F. & Cai, X. (2021). Exploration of Contextual Marketing Model Based on Mobile Apps, 6th Annual International Conference on Social Science and Contemporary Humanity Development (SSCHD 2020), Atlantis Press, 81-85.