We are already in an era of transformational change that revolves around the consumer. This is an era where there is an expectation of brands respecting and delivering to the needs, preferences, priorities and context of the individual more than ever before.

Today, while there is a wide chasm between expectation and reality, it’s undeniable that relevance brings results and any attempts by marketers to be more relevant have been proven to be highly rewarding.

Consumers reward relevance with their engagement because they find value in those messages. And brands benefit with the results of that engagement. With the amount of global spend in the world of marketing, a small percentage improvement in consumer engagement due to better relevance could mean an upside of billions of dollars.

This will be the scale of the impact of making the Naytra paradigm a reality. And the first step to that is the Naytra project.