Communications Chess: If Content Is King, Context Is Queen
Shad Barnes, Senior Manager, Digital Marketing, Oregon Lottery, outlined how contextual relevance drives player engagement and acquisition by reducing decision fatigue in high-choice environments. Barnes also shared Oregon Lottery’s approach to marketing through localized campaigns. He noted the Lottery has cut marketing costs by 35% while maintaining brand awareness through optimization and tailored content.
“Familiarity is the fuel for customer acquisition,” Barnes said.