When the content you are marketing to consumers is irrelevant, you run the risk of having your brand leave a bad taste in their mouths — or in the worst case scenario, consumers will simply block you altogether. Take this as an example: you log onto Facebook and see a slew of suggested (sponsored) posts taking over your newsfeed. Many of these posts may not have anything to do with what you’re interested in – or even worse, you find them creepy or disturbing. These instances are minor annoyances for users, but they can have great repercussions for advertisers.
In advertising, personalizing campaigns, content and videos to appeal to users’ interests is an increasingly significant consideration. According to Econsultancy, 94% of marketers and 90% of agencies agree that “personalization of the web experience is critical to current and future success.” One way to make it ‘personal’ is by focusing on context – getting an ad to someone at the right place and time. A brand can have an ad that is tailored specifically for a person, but if it’s not delivered correctly, it can make all the difference in how an ad is received. When thinking about context, consider three things: site placement, relevance, and platform.
Read the full story - Context or Bust: The Road to Reaching Consumers More Effectively
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