Context Is King

Marketers spend a lot of time and money learning what's hot. The conventional wisdom is that when you know what people are buying now, it's easier to predict what people will want next — and how to sell it to them.

This information always helps, but the digital age complicates matters. Vibrant Media's Jonathan Gardner argues that these days, context is vital to predicting future behavior and crafting a winning pitch.

It's not just that different people respond to different approaches, he says — the same person might require a new pitch depending on where they are, what they're doing, and how they access the advertising.

Check out the article here.