Marketing and Sales

Why Contextual Advertising Is Still Hard

Headshot of Greg Hoy
By Greg Hoy

Contextualized advertising is serving the right message to the right person at the right time. Standing in the way of that goal are several hurdles. Among them: user personalization, segmentation and a deluge of data.

Mobile personalization can create additional complexities that we don’t generally see on the PC side of the world. This can be both a challenge and an opportunity, but adds some new dimensions to how we work to connect with consumers.

This difficulty in leveraging user behaviors makes micro-segmentation more difficult.

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Headshot of Greg Hoy

Greg Hoy

Mobile is going to continue to grow as will its use as a way for brands to interact with their customers. However, the mobile device is far more personal than your email inbox. Fortunately, there are ways to implement a mobile marketing strategy that delivers relevant information that your customers want to receive. By understanding how your customers want to engage with you will help you build loyalty and in turn, help you see faster returns on your marketing investment.

Greg is a 12-year mobile industry veteran and vice president of mobile solutions at Hipcricket, Inc., where he's responsible for the vision and strategy to deliver consumer experiences that increase mobile engagement and lifetime value across mobile messaging and advertising, mobile websites, social media and branded apps

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