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The Realization of Truly Contextual Advertising

**From the pages of Junction’s notebook: Read about the experiences, perspectives, and ideas of Junction team members.

“What do you predict will be the next big trend in digital marketing or with the Internet?” I naively asked a colleague 5 years ago.

“One day, the experience between the Internet and the User will become truly contextual,” he said.

I understood contextual marketing – serving up relevant advertising based on search behavior online. However, the concept that the Internet and a user would be completely interconnected was foreign.  It was 2006 and Twitter had just launched?!

Fast forward to June 2011.  I was sitting at the Mercer Hotel, in Soho, NYC, waiting on a client to arrive. As I quickly scrolled through my email (admittedly, both personal and business), I was excited to see an email for a 70% off sale at my favorite designer boutique at the Soho Store.  If my meeting wrapped up before 5, I planned to look up the exact location of the store.  After all, I was in SOHO.

The meeting ended promptly at 5 and I pulled out my iPhone to check on the location of the store.  I needed to get to Prince Street. As I looked up, I noticed not even 20 yards from where I stood was the sign for Prince Street.  I hurried to the corner, iPhone still in my hand, and looked to the right …..nearly stumbling into my favorite designer store.

It was at that moment that I realized just how far we’ve come with technology. I have never shopped at this SOHO boutique and yet I was still pushed an email for a sale less than 100 yards from where I was located.  The experience felt creepy at first….but I found the brilliance of it as I swiped my credit card to snag a very chic dress on sale.

It begs the question: What is the next big trend in digital marketing? Only time will tell!



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