Sometimes, valuable content assets such as annual reports, white papers, sales brochures, catalogs, etc. — many of which take tremendous effort to produce — are put into a PDF for users to either download them from a website or receive them as an email attachment.

Persisting with PDFs can result in unintentionally excluding a large number of potential leads, which doesn’t do justice to critical communication assets. On the other hand, modern marketers focus on taking all audience segments into account and gathering as much data and insights as possible in order to optimise their collateral.