In your marketing strategy, your focus shouldn’t be on whether or not you are behind your competition or if you’re behind in technology. Your focus needs to be on one thing — You are behind your consumer.
Most people don’t admit to loving online ads, but there is something that is constant — there are ads that are more liked than others. As consumers, we prefer ads that are relevant to our interests and speak to our intent and our given context.
When we, as marketers, make a personal appeal to our target audience, we aren’t merely showing ads, we are being truly helpful.
Today, there are a many different ways that we can deliver ads to our audience; however, if we want our advertising to be efficient and effective, we need to put the user first in our strategy.
Using context and intent signals, it’s important that we focus on the right ads, at the right times, with truly useful content that solves the problem your audience is searching for.