Outlaw Willie Sutton was once asked why he robbed banks. His reply? “Because that’s where the money is.”
Straightforward common sense like that is unusual in digital advertising. For instance, we often fail to consider the type of device, the day-part and seasonal changes in consumer behavior that might substantially boost results. The modern correlate of Sutton’s logic is that marketers need to to go where the customers are when they’re in buying mode.