Marketing people have always said you have to know your audience if you want to create the most effective message. While that is certainly as true as it ever was, there’s more to it today. Now you not only need to know who your audience is, you need to know where they are. You may have a solid sense of your value proposition and you may be articulating it well in print and on your website. But to truly communicate the value of your brand in today’s marketplace, a real understanding of context is critical to being successful online. Continue Reading