Content Relevant for Everyone? It's Time to Get Agile.

Nothing is more annoying to a consumer when browsing online than completely irrelevant content appearing on screen. Interrupting what would be an otherwise seamless, informative browsing experience with unwanted information can trigger an understandably negative reaction among consumers – compromising a brand's reputation in the process. In fact, three quarters (74%) of online consumers get frustrated when confronted with content that has nothing to do with their personal interests. Considering that an estimated 3 billion people now use the internet daily, it's an almost impossible task for brands to take into account individual tastes and preferences. But they need to if they want to engage with today's ever powerful consumer, who engages with a brand at a time, and device of their choice.