Digital Advertising: exploring consumer motivation for content engagement
Before going ahead with a marketing campaign, advertisers are forever being inundated with data on their prospective consumers. Who are they? Where do they live? What sector do they belong to? How do they spend their spare time? How do they acquire their information?
Very rarely will you get the answer to one of the most important aspects of advertising, and that is: "Why". Why does the consumer become motivated to use a product or brand? Why do we do anything at all? It’s the cornerstone of being a human.