Personalisation, contextual, stakeholder needs. The diffusion of innovation theories say that early adopters will be driven by different motivations, react to different messages and go through conversion funnels at different speed / ease than a busy / non-interested / hurried / distracted “late”-mass consumer (~the tipping point to success). "Go where the people are" is a marketing mantra : where people's heart lies, where they surf, click or block.