This journey must be as seamless as possible, lubricated with carefully strategised copy and design. The more seamless the journey, the higher the conversion rates.
Marketing materials have to exist somewhere. When online, they must exist, for example, on a search engine results page, on Facebook, or in a viral video. Every arena has different qualities, and the people in the arenas are in different frames of mind.
A person using a search engine is actively looking for something specific. Someone viewing a viral video is in recreational mode, expecting to be amused, and happy to flit from site-to-site. Advertising needs to fit well with the arena it is being displayed in. The act of viewing and absorbing a certain marketing message must be seamless for users in any given arena.
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