Going beyond ‘right consumer, right time, right place’
Effective digital advertising is all about context, and columnist Phil Schraeder notes that in a cross-device world, getting context right requires a new set of tools and a new way of thinking.
“The right consumer at the right time at the right place.”
That familiar mantra is exactly what marketers should be aiming for… right?
Yes, of course, in a broad sense. But in an ever-evolving advertising landscape increasingly dominated by programmatic, the “three rights” are overly simplistic. Arguably dangerously simplistic, particularly in a mobile-first advertising environment.
Let’s break it down….
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