| In recent years,contextual marketing gets high attentions in the field of marketing for the reason that big data technology drives the development of contextual marketing.Conforming to the development and popularization of mobile Internet,the intelligent terminal and technology constantly upgrade,so they add new meanings to the contextual marketing.With the development of programmatic buying technology,a group of skilled marketing service companies are founded at the historic moment.They grasp programmatic buying technology to improve the abilities of deepening data and technology to explore new advertising mode.This paper will combine with two concepts of contextual marketing and mobile programmatic buying based on the perspective of programmatic buying technology.It will state the formation logic clearly through three practical cases,including KFC's “Subway Wi-Fi campaign”,Dairy Queen's “Christmas-1 yuan bargain buy”case and Dilu's “Masks anti fog” case.Through Case analysis and Depth interview method,it will explore the features of programmatic contextual marketing mode so as to induce the mode logic,development conditions and restricting factors.Through the study,we found that contextual marketing is based on the core of users,and the contextual elements run through the marketing process,on the basis of big data,and the programmatic buying technology as guarantee.The purpose is to realize real-time optimization on advertising information content.And finally it realizes context perception among the precision marketing process.The “five contexts” are the technical conditions,and finally achieve combination among people,things and field.The precipitation data will provide data accumulation for the next launch marketing activities.But nowadays programmatic buying technology has certain limitations with the main problems of lack of valuable data resources,lack of controllability in the transformation effect and calling for advertising visibility. |
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