Us humans are susceptible to strategic pairings and most often than not, quite unaware of our susceptibility. As Sabine Benoit explains below, the informational cues we have around, and what we associate them with, have an impact on product/service choice.

In the world of online advertising, for brands it is critical to understand the context that the consumer is in. By matching a message to the context, there is a higher chance that the audience will pay attention and consider making a purchase.

 We can now observe and learn from consumer behavior online as websites record clicks, purchases and rejections. This behavior always happened, but in physical shops we were unable to track it. With all the data that we have nowadays, it’s getting much, much easier for companies to predict that context that the consumer is in to basically adapt the message to that context.

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