2. Reach vs. Relevance
Marketers have traditionally played with two levers to influence buyers: They have tried to get as much reach as possible (i.e., exposing customers to the brand), and they have tried to get customers engaged by being as relevant as possible to their needs (or at least portraying the product as being relevant).
Achieving reach, of course, was all about using media that had a lot of reach—traditionally TV, newspapers, radio, and so on and more recently ad networks, exchanges, and programmatic buying platforms. Marketers tried to use low-cost media to achieve greater reach for a given budget.
Relevance in traditional media was largely achieved by matching it with content. For example, marketers could assume by association ...