Blogger and PR/marketing consultant Jonathan Gardner ask how, with data, devices, and content multiplying exponentially, marketers can be relevant to consumers. "By going back to basics, and returning to context," he responds.
He argues that behavioral targeting, while valuable, is focused on past behavior. "What if I spent the morning looking at travel sites to research a planned trip, but now I’m reading an article and thinking about buying a birthday gift for my aunt? If you want to understand a user’s likely future behavior — their intent — you need to understand their multiple contexts." The answer, he says, is in asking the right kinds of "what, where, and when" questions.