Group dynamics, demographics and nationality alter consumer responses to advertising. Marketeers need to get under their skin to avoid alienating them

For marketers and advertisers, mobile has ushered in a new way of connecting directly to the consumer. Since mobile devices can both send and receive information about the owner directly to and from the device, advertisers have reached the holy grail of being able to track and market to the target demographic at the right time and right place.

However, one of the challenges with contextual mobile devices is that it is common practice to get users’ consent before collecting, tracking and delivering a contextual ad to the end user. Furthermore, once consent is gained, what kinds of ad strategies are effective for what kinds of users? How is your strategy affected by users in different global regions?

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