John Blossom of Shore Communications has written for this site before (“Strategic Positioning: How Professional Content Can Profit From Individual Context“), and his firm has come out with a short report which elaborates on the subject he wrote about in the above story: how B2B publishers can use contextual advertising and technologies to promote their own content…
I’ve had a read and it is excellent…Senior analyst Janice McCallum writes: “As the contextual content matching technologies develop, the possibilities for exchanging content between Web sites will expand and will result in added-value to Web users. It is easy to envision all kinds of new applications for contextual content placement, such as providing related company information on a site that primarily covers product information (or vice versa). With a personalized contextual feature, the company information would be prioritized according to the information needs of the user: for a mergers&acquisitions analyst, for example, the related company financial data would receive priority billing; for a product marketing manager the product and sales data would receive priority.”
It is slightly expensive for a 13-page report, though.
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