Relevance in advertising has been a concern ever since the first ad appeared.
Digital has increased the demand for relevance. Customers are annoyed by intrusive ads (witness the rise of adblockers) and at the same time they insist on more in-depth and personalised information and services.
Succesful content marketing is a matter of relevance.
"The Furrow", content marketing from 1895.
Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience, and ultimately, to drive profitable consumer action.
Content marketing is about relevance. It is at the basis of our approach: