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Contextual marketing is a strategy for adapting advertising messages or product promotions to specific contexts and conditions. The goal is to create a more personalized and relevant experience for consumers, making them more likely to pay attention to the ad and buy the product.


In this article, we will discuss the definition of contextual marketing, the example, why it is essential, and how it works. 

Definition of Contextual Marketing

The definition of contextual marketing is a technique that combines advertising messages with the context of the place and time in which the consumer receives the message. Most importantly, the concepts allow marketers to create more personal and relevant consumer messages. It is expected to increase consumer likelihood of paying attention to these messages and buying the products offered.


It’s like a consumer browsing a fashion website. As a result, the ads that appear will contain fashion products, such as shirts or pants. Likewise, if someone is browsing a food website, the ad that appears will collect restaurants or cafes around the area.

Why is Contextual Marketing Important?

Currently, the market is more selective in paying attention to advertising, which is why this context is essential. In today’s digital era, consumers are flooded with advertisements that appear everywhere, including on social media, websites, and applications on our mobile phones. Thus, irrelevant advertising messages that do not consider the context and conditions of consumers tend to be ignored or considered disturbing.


In this case, contextual marketing provides the right solution by providing consumers with more personal and relevant advertising messages to consumers. In addition, the growing contextual marketing technology also allows marketers to obtain better consumer data so that advertising messages can be tailored to consumer preferences and needs

Two men shaking hands in an office.

How Contextual Marketing Work?

A marketing context like this will involve data related to consumer information such as preferences, location, time, and online behavior. That information is then used to create advertising messages relevant to the consumers’ context and condition. 


There are several techniques used in contextual marketing, including:

  • Geographic Targeting the technique uses consumer location data to display ads relevant to that location. For instance, a person is in a specific city; The displayed ad will give information about shops or restaurants in the area.
  • Targeting Based on Preferences. This technique uses consumer preference data to display ads relevant to their interests and needs. For example, if someone likes to play games, the ad displayed will show similar products or games.
  • Retargeting is the technique that uses consumer online behavior data to display advertisements relevant to products that have been seen before.  A simple example is when someone has seen a clothing product on a website. In that case, an ad on another website will display the clothing product.
  • Contextual Advertising. Someone is reading a technology article, and the ad automatically displays the latest technology products, so that’s an example of this technique. Techniques that use the context of the website or content on which the ad is displayed to display relevant ads.
  • Dynamic Creative Optimization. This technique uses consumer data and the context in which ads are displayed to create dynamically relevant advertising messages. For example, it can adjust advertising messages according to the time of day, location, weather, or other circumstances that are relevant to the consumer.

Example of Contextual Marketing

Contextual Marketing is crucial in the digital age as consumers become smarter and selective. Ads should match the context and needs of consumers to enhance engagement and effectiveness.

The following are some examples of contextual marketing that companies have used successfully:

Google AdWords

One of the most prevalent instances of relevant marketing businesses use today is Google Ads. Ads will show up when users look for information about the goods or services provided thanks to Google AdWords, which enables advertisers to display their ads on Google search sites based on chosen terms.


Consider searching Google for “nearby Japanese restaurant”; you will likely find advertisements for Japanese eateries in the area.

Facebook Ads

Facebook Ads are one popular example of contextual marketing. Through Facebook Advertising, businesses can target specific users based on their interests and online activities.


When we frequently search for information about beauty products, we will likely see advertisements for beauty products on our Facebook page. That’s an example of Facebook ads. 

Someone is designing contextual marketing

E-commerce Recommendation 

E-commerce sites like Shopee, Tokopedia, Lazada, and even Amazon use contextual marketing in the form of product recommendations. The recommendations show products similar to the user has bought or is looking for. This lets people find products they might not have thought of before. 


When we buy a Samsung cellphone, various e-commerce will recommend other products from the Samsung brand that might interest us. It’s part of e-commerce recommendations. 

Instagram Influencer Marketing

Instagram Influencer Marketing allows marketers to work with influencers or users with many followers. Influencers can promote products or services through relevant content to the target audience.


Suppose you want to promote cosmetic products; you can work with beauty influencers with many followers and often post content about cosmetics.

Spotify Ads

The music streaming service Spotify uses contextual marketing through Spotify Ads. Spotify Ads displays ads based on the selected music genre or user’s music streaming behavior. This allows users to see and hear advertisements relevant to their music preferences.


You will likely see advertisements for products or services relevant to that music genre, and it is an example of Spotify ads. 

YouTube TrueView Ads

YouTube TrueView Ads allows marketers to display ads relevant to the videos watched by YouTube users. Users can skip the ad after a few seconds or watch the entire ad to continue watching the video.


Such as, if you watch a cooking tutorial video on YouTube, ads for relevant cooking products, such as ingredients or cooking equipment, may appear at the beginning or while the video is playing.

Email Marketing for Contextual Marketing

Email Marketing is a form of contextual marketing that many marketers should use. In email marketing, advertising messages are sent directly to subscribers or potential customers who have subscribed by subscribing.


Suppose you have used the health services of a clinic and registered an email. The clinic can send emails about examination services relevant to purchasing your services. The clinic used email marketing that targeted you. 

In-Game Advertising

In-Game Advertising or in-game advertising helps marketers display ads in video games. Ads can be displayed as part of the game or as interstitial ads between levels or scenes.


For example, suppose you are playing a car racing game. Advertisements for products or services relevant to cars, such as car accessories, oil or car workshops, and various things related to cars, can appear when changing levels or scenes in the game.

Sponsorship Live Events in concept of Contextual Marketing

Live Event Sponsorship is a marketing strategy to showcase a brand in live events such as concerts, festivals, or sporting events. Sponsorship may include brand advertising in banners, products, or services provided as a gift or as a form of direct support for an event.


One example is a brand that Melon handles, Momo Mentai, which also sponsored a cosplay event at the Mall of Indonesia. These brands can display their brand banners on the stage, provide free energy drinks to the audience, or provide their brand merchandise as gifts.

Mobile App Advertising in concept of Contextual Marketing​

When you use an application to make a hotel reservation, advertisements for travel-related products or services, such as airline tickets, local transportation, or consumer services, may appear on the mobile application.


Mobile App Advertising enables marketers to display advertisements on mobile applications. Ads can appear as banner ads, videos, or interstitial ads on mobile apps.

Man make a strategy for applying contextual marketing

Contextual Marketing and Your Business

In today’s digital era, contextual marketing is an important strategy to win market competition. Contextual marketing helps us deliver more effective and relevant marketing messages to consumers. The various examples of contextual marketing above show how companies can increase customer engagement and get better results through more focused marketing.


Contextual marketing allows your business to show the right ad at the right time, in the right place, and in the right way. By understanding the context and behavior of customers, companies can display advertising messages that are relevant and attractive to customers.


By implementing contextual marketing, this action will help your business, which may have been running for dozens to decades, remain relevant to market needs. Contextual marketing is a part of the business that cannot separate into today’s life.

Do you want to grow your business by implementing contextual marketing? Trust Melon Branding Agency, which has knowledge and experience in contextual marketing and branding. Contact us further via cs.melonbranding@gmail.com or visit Instagram @melonbranding!

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