8/3/2019 Content Positioning Faux Pas WSD
1/13
]dhsls_v`ihssl`eka%c`j _ k g h q ;
]dhsls C`e}he} _`sl}l`eleg> ]hcdel{xhs }` Ky`lm kem Hjfvkch
Hiihc}lyh jkekghjhe} kawk|s jhkes ksbleg }dh vlgd} {xhs}l`e%
V`fhv} Dhaahv
@i kaa }dh }ksbs }dk} }v`xfah vhshkvcd s}xmhe}s wdhe l} c`jhs }` }dh jkekghjhe} `i }dhlv }dhsls
m`cxjhe}s! l}s }dh shhjlega| ehyhv hemleg fk}}ah }dh| ikch }` gh} c`e}he} }` p`sl}l`e l}shai
c`vvhc}a| }dk} ckxshs }dhj }dh j`s} gvlhi% ]dh {xhs}l`e lswd| ls }dls s`0 Whaa! l}s vhkaa| }dh
c`jflek}l`e `i }dvhh $3, }dlegs>
;% ]dh ehhm }` p`sl}l`e c`e}he} c`vvhc}a| }dv`xgd`x} k }dhsls m`cxjhe}
6% ]dh c`es}ke}a| hy`ayleg kem cdkegleg ek}xvh `i k }dhsls m`cxjhe} ks l} mhyha`ps
3% ]dh shahc}l`e kem ljpahjhe}k}l`e `i c`e}he} p`sl}l`eleg }hcdel{xhs }dk} m` e`}
kcc`jj`mk}h cdkegh whaa! li k} kaa
Ah}s a``b k} }dh }dvhh $3, `i }dhsh le }xve%
]dh ehhm }` p`sl}l`e c`e}he} c`vvhc}a| }dv`xgd`x} k }dhsls m`cxjhe}
]dh p`sl}l`eleg `i c`e}he} ls mlc}k}hm le }dvhh $3, jkle wk|s! }dhsh fhleg>
;% Sphclilc vh{xlvhjhe}s s}lpxak}hm f| |`xv xelyhvsl}|
6% Ylsxka khs}dh}lcs
3% ]dh c`e}he} l}shai
S}lpxak}hm c`e}he} p`sl}l`eleg vh{xlvhjhe}s
\`x jk| ilem }dk} |`xv xelyhvsl}| dks vxahs }dk} s}lpxak}h d`w c`e}he} ls }` fh p`sl}l`ehm wl}dlekem kcv`ss pkghs `i |`xv }dhsls m`cxjhe}% J`s} c`jj`e ls }dh vxah }dk} e` pkvkgvkpd
she}hech ls }` sl} f| l}shai k} }dh }`p `i k pkgh wl}d }dh vhs} `i }dh alehs }dk} pvhchmh l} sl}}leg `e
}dh pkgh pvl`v% Le ikc}! s` c`jj`e ls }dls vh{xlvhjhe} }dk} W`vm dks k ihk}xvh be`we ks
Wlm`w/@vpdke c`e}v`a}dk} ls swl}cdhm `e f| mhikxa} }` pvhyhe} }dls iv`j dkppheleg% D`whyhv!
|`xv xelyhvsl}| jk| vh{xlvh }dk} e` slegah pkvkgvkpd spal} kcv`ss pkghs k} kaa% Sljlakva|! l} jk|
kas` vh{xlvh }dk} fxaah}hm als}s vhjkle xefv`bhe! }dk} }kfah v`ws vhjkle xe*spal} `v }dk} ahyha `eh
dhkmlegs kawk|s s}kv} `e k ehw pkgh% \`x `i c`xvsh jxs} c`jpa| wl}d }dhsh vh{xlvhjhe}s ahs}
|`xv }dhsls k}}vkc} ky`lmkfah cvl}lclsj `v fh mhak|hm le l}s sxfjlssl`e%
8/3/2019 Content Positioning Faux Pas WSD
2/13
]dhsls_v`ihssl`eka%c`j _ k g h q 6
Khs}dh}lc kpphka
Hyhe wdhe e` sphclilc c`e}he} p`sl}l`eleg vh{xlvhjhe}s kvh s}lpxak}hm! |`x wlaa `i}he ehhm }`
jkbh kmnxs}jhe}s sljpa| fhckxsh }dlegs nxs} m`e} a``b vlgd}% Lemhhm! k fxaah}hm `v exjfhvhm
als} }dk} fvhkbs kcv`ss pkghs m`hse} a``b g``m% E`v m`hs k pvhm`jleke}a| fakeb pkgh wd`sh
`ea| `ccxpke}s kvh }dh aks} }w` alehs `i k pkvkgvkpd }dk} j`s}a| vhslmhs `e }dh pvhyl`xs pkgh%
]kfahs }dk} spal} kcv`ss pkghs a``b kwixa! ks m` dhkmlegs }dk} vhjkle xekcc`jpkelhm f| hyhe k
slegah pkvkgvkpd }` wdlcd }dh| vhihv% E`w! |`x cke fh} |`xv f`}}`j m`aakv }dk} li }dhsh
p`sl}l`eleg lssxhs kvh fxggleg |`x! }dh| wlaa j`s} chv}klea| fxg |`xv vhylhwhvs kem vhkmhvs ks
whaa% Ek}xvkaa|! |`x wlaa k}}hjp} }` vhc}li| }dhsh lssxhs f| hjpa`|leg `eh `v j`vh c`e}he}
vhp`sl}l`eleg }kc}lcs%
_`sl}l`e ks mlc}k}hm f| }dh c`e}he} l}shai
@i}he c`e}he} hahjhe}s jxs} fh p`sl}l`ehm le pvhclsh wk|s mxh }` }dh ljp`v}ke} vhak}l`esdlp
}dk} htls}s fh}whhe }dhj! i`v htkjpah>
]w` `v j`vh pkvkgvkpds }dk} jxs} s}k| }`gh}dhv fhckxsh }dh| w`vb le xels`e }`kv}lcxak}h k c`jpaht c`echp} `v kvgxjhe}
K pkvkgvkpd }dk} jxs} s}k| wl}d k }kfah! ljkgh `v mlkgvkj }dk} pvhchmhs `v i`aa`ws mxh
}` }dh htpakek}`v| sxpp`v} }dk} l} pv`ylmhs
K }kfah }dk} jxs} kawk|s s}k| wl}d l}s ckp}l`e! fhckxsh k ckp}l`e sl}}leg f| l}shai ls x}}hva|
jhkelegahss
@ech kgkle! }dhsh kvh lssxhs }dk} |`x wlaa ek}xvkaa| hemhky`xv }` vhc}li| xsleg ke| c`e}he}
vhp`sl}l`eleg }hcdel{xhs |`x jk| be`w%
]dh c`es}ke}a| hy`ayleg kem cdkegleg ek}xvh `i k }dhsls m`cxjhe} ks l} ls mhyha`phm
]dh }dleg }` bhhp le jlem ls }dk} |`xv }dhsls ls k alyleg m`cxjhe} iv`j lechp}l`e kaa }dh wk|
}dv`xgd }` l}s ileka sxfjlssl`e% L}s c`e}he} ls kaj`s} c`es}ke}a| fhleg kmmhm }`! j`mlilhm `v
vhj`yhm }dv`xgd`x} }dh he}lvh mhyha`pjhe} pv`chss% Ks }dls cdkegh cke fh kaj`s} ljp`sslfah
}` i`vhshh mxh }` l}s dlgda| `vgkelc ek}xvh! }dh wk| le wdlcd }dh c`e}he} le |`xv }dhsls wlaa
xa}ljk}ha| ak| l}shai `x} le }dh ilelsdhm yhvsl`e ls yhv| jxcd ke xebe`we xe}la |`x kc}xkaa| kvvlyh
k} }dk} p`le}% ]dls iaxlm! kem akvgha| xepvhmlc}kfah c`e}he} cdkegh pv`chss! ls ke lehsckpkfah
pkv} `i }dh }dhsls mhyha`pjhe}! kem ls `eh wdlcd ckxshs dky`c li e`} kcc`xe}hm i`v
kppv`pvlk}ha|%
]dh shahc}l`e kem ljpahjhe}k}l`e `i c`e}he} p`sl}l`eleg }hcdel{xhs }dk} m` e`}
kcc`jj`mk}h cdkegh whaa! li k} kaa
]dls ls wd| l} ls kfs`ax}ha| yl}ka }dk} |`x ky`lm ke| mhclsl`es kem ke| sphclilc kc}l`es }dk} ckee`}
pvhmlc}kfa| kcc`jj`mk}h c`e}lexka cdkegh% Xei`v}xek}ha|! }w` $6, `i }dh j`s} c`jj`ea| xshm
c`e}he} p`sl}l`eleg jh}d`ms kvh le ikc} }dh w`vs} }dk} c`xam p`sslfa| fh cd`she% Hkcd `i }dhsh
wlaa fh mlscxsshm le mh}kla fha`w! d`whyhv! fhi`vh wh cke }vxa| xemhvs}kem wd| }dhsh jh}d`ms
kvh mlsks}v`xs! wh ehhm }` xemhvs}kem }dh pxvp`sh kem hiihc}s `i }dh kx}`jk}lc pkgh fvhkb%
8/3/2019 Content Positioning Faux Pas WSD
3/13
]dhsls_v`ihssl`eka%c`j _ k g h q 3
]dh pxvp`sh kem hiihc}s `i }dh kx}`jk}lc fvhkb
@ech }dh c`e}he} |`x pakch le}` k pkgh htchhms l}s ckpkcl}| }` d`am l}! W`vm kx}`jk}lckaa|
leshv}s k sphclka pkgh fvhkb `i l}s `we be`we ks ke kx}`jk}lc pkgh fvhkb% L} m`hs }dls f|
ckacxak}leg }dh exjfhv `i c`e}he} alehs }dk} htls} wl}dle }dh pkgh! lecaxmleg }kfahs kem ljkghs!
kem wdhe }dhsh vhkcd k aljl} m|ekjlckaa| mh}hvjlehm f| W`vm! ke kx}`jk}lc pkgh fvhkb ls
leshv}hm! }dxs ghehvk}leg k ehw pkgh le}` wdlcd ke| sxcchsslyh c`e}he} ia`ws% ]dls alehs phv
pkgh ykaxh cdkeghs m|ekjlckaa| le kcc`vmkech }` sh}}legs sxcd ks pkphv sl~h! jkvgles! aleh
spkcleg kem hyhe }dh }|ph `i pvle}hv c`eehc}hm }` |`xv c`jpx}hv% Mhphemhe} xp`e }dhsh
ikc}`vs! s`jh pkghs cke d`am j`vh alehs `i c`e}he} kem s`jh cke d`am ahss%
]dh bh| }dleg }` xemhvs}kem dhvh ls }dk} ks |`x kmm! j`mli| kem mhah}h c`e}he} le |`xv }dhsls!
W`vm c`e}lexkaa| vhc`jpx}hs }dh a`ck}l`e `i }dhsh kx}`jk}lc pkgh fvhkbs kem kmnxs}s }dhj ks l}
shhs il} fkshm `e l}s `we le}hveka vxahs kem ckacxak}l`es% W`vm phvi`vjs }dls vhckacxak}l`e
pv`chss ks |`x pkxsh fh}whhe bh|s}v`bhs! k pv`chss be`we ks fkcbgv`xem vh*pkglek}l`e%
Ke`}dhv bh| }dleg }` xemhvs}kem kf`x} kx}`jk}lc fvhkbs ls }dk} |`x dkyh e` mlvhc} c`e}v`a `yhv
}dhj% \`x cke} shh }dhj `v le}hvkc} wl}d }dhj mlvhc}a| }` gh} }dhj }` m` wdk} |`x wke} }dhj }`m`% K} fhs}! |`x cke `ea| leiaxhech wdhe kem wdhvh W`vm kppalhs kx}`jk}lc fvhkbs f| kmnxs}leg
chv}kle m`cxjhe} kem c`e}he} sh}}legs `yhv wdlcd |`x m` dkyh c`e}v`a% D`whyhv! }dls cke fh k
mliilcxa} kem ljpvhclsh wk| f| wdlcd }` dkemah kx}`jk}lc fvhkbs le ke k}}hjp} }` jkekgh }dhlv
xewke}hm kem xehtphc}hm hiihc}s%
E`w ah} jh jkbh l} phvihc}a| cahkv k} }dls s}kgh }dk} kx}`jk}lc fvhkbs kvh k phvihc}a| a`glcka kem
ehchsskv| ihk}xvh i`v W`vm }` dkyh% D`whyhv! }dh vhks`e }dh| }hem }` ckxsh dky`c le k }dhsls
m`cxjhe} ls fhckxsh j`s} vhshkvcd s}xmhe}s m`e} xemhvs}kem }dhlv pxvp`sh `v hiihc}s% Ks k
vhsxa}! k }dhsls m`cxjhe} cke fh kmyhvsha| kiihc}hm! e`} f| }dh fvhkbs }dhjshayhs! fx} f| d`w
|`x vhkc} }` }dhj wdhe }dh| kvh leshv}hm%
]dh pv`fahj fhgles wdhe |`x mhclmh }dk} |`x m`e} albh wdhvh W`vm dks pakchm ke kx}`jk}lc
fvhkb% Le pkv}lcxakv! |`x jk| dkyh `i}he fhc`jh yhv| kee`|hm wdhe>
K dhkmleg sl}s f| l}shai k} }dh f`}}`j `i k pkgh! wl}d }dh pkvkgvkpds l} phv}kles }` sl}}leg
`e }dh eht}%
K pkvkgvkpd ls spal} kcv`ss }w` pkghs! wdhe |`x wke}s kaa `i l}s alehs }` s}k| }`gh}dhv `e
k slegah pkgh%
]w` pkvkgvkpds dkyh shpkvk}hm kcv`ss pkghs! fx} ks }dh| f`}d kmmvhss k bh| c`echp}!
|`x wke} }dhj }` kawk|s s}k| }`gh}dhv `e k slegah pkgh%
K }kfah ls spal} kcv`ss }w` pkghs! wdhe |`x wke} l} }` s}k| c`jpah}h `e k slegah pkgh%
K }kfah kem l}s ckp}l`e kvh shpkvk}hm kcv`ss }w` pkghs wdhe |`x wke}s }dhj }` kawk|ss}k| }`gh}dhv `e k slegah pkgh%
D`whyhv! wdhvh }dh pv`fahj vhkaa| fhgles }` hsckak}h wdhe |`x g` kf`x} c`xe}hv*kc}leg }dhsh
xewke}hm p`sl}l`eleg hiihc}s xsleg }w` yhv| fkm }kc}lcs! }dhsh fhleg>
;% ]dh leshv}l`e `i jkexka pkgh fvhkbs
6% ]dh leshv}l`e `i hjp}| pkvkgvkpds
8/3/2019 Content Positioning Faux Pas WSD
4/13
]dhsls_v`ihssl`eka%c`j _ k g h q =
Jkexka pkgh fvhkbs kem wd| }` ky`lm }dhj
]dh xsh `i jkexka pkgh fvhkbs ehhms }` fh ky`lmhm k} kaa c`s}s le }dh }dhsls mhyha`pjhe}
pv`chss% L be`w }dk} }dls s}k}hjhe} wlaa mls}xvf `am scd``a W`vm pxvls}s! fx} kaa`w jh }` htpakle%
I`v }d`sh xeikjlalkv! k jkexka pkgh fvhkb kaa`ws |`x }` cvhk}h k ehw pkgh le W`vm k} k }ljh
kem pakch `i |`xv cd``sleg! kem ks sxcd! kaa`ws |`x }` `yhvvlmh }dh `phvk}l`e `i }dh kx}`jk}lcfvhkb% J`s} ph`pah wd` xsh }dls ihk}xvh m` s` }` p`sl}l`e c`e}he} le }dh wk| }dh| wke} vk}dhv
}dke le }dh wk| W`vm kpphkvs }` mlc}k}h% Ah}s }kbh s`jh `i }dh c`e}he} p`sl}l`eleg lssxhs
kf`yh kem htkjleh d`w jkexka pkgh fvhkbs kvh c`jj`ea| xshm }` shhjlega| `yhvc`jh
}dhj>
K pkvkgvkpd ls spal} kcv`ss }w` pkghs! fx} |`x wke} kaa `i l}s alehs }` s}k| }`gh}dhv `e k
slegah pkgh% ]` c`vvhc} }dls! |`x pakchs }dh cxvs`v k} }dh fhgleeleg `i }dh kiihc}hm
pkvkgvkpd kem leshv} k jkexka pkgh fvhkb% ]dls j`yhs }dh he}lvh pkvkgvkpd }` }dh eht}
pkgh ks mhslvhm% ]dh lssxh kpphkvs }` }dhe fh vhs`ayhm%
K }kfah ls spal}}leg kcv`ss }w` pkghs! wdhe |`x wke} l} }` s}k| c`jpah}h `e k slegah pkgh%
]` kcdlhyh }dls! |`x pakch }dh cxvs`v nxs} kf`yh }dh }kfah! }dhe leshv} k jkexka pkghfvhkb% ]dh lssxh kpphkvs }` }dhe fh vhs`ayhm%
K }kfah kem l}s ckp}l`e kvh spal}}leg kcv`ss }w` pkghs% ]` c`vvhc} }dls kem bhhp f`}d
l}hjs }`gh}dhv! |`x pakch }dh cxvs`v nxs} kf`yh }dh }kfah! }dhe leshv} k jkexka pkgh
fvhkb% ]dh lssxh kpphkvs }` }dhe fh vhs`ayhm%
D`whyhv! dhvhs }dh pv`fahj% Wdhe |`x leshv} k jkexka pkgh fvhkb le}` k m`cxjhe} albh }dls! l}
fhc`jhs ke `fnhc} nxs} albh ke| `}dhv% Vhihvvhm }` ks k e`e*pvle}leg cdkvkc}hv! k jkexka pkgh
fvhkb c`xe}s ks pkv} `i }dh m`cxjhe}! leiaxhecleg }dh ak|`x} kem p`sl}l`eleg `i }dh c`e}he} }dk}
sxvv`xems l}! vhgkvmahss `i wdh}dhv }dls leiaxhech ls fhehilclka `v `}dhvwlsh% Ixv}dhv! wdhe |`xv
m`cxjhe} cdkeghs i`v ke| vhks`e! k jkexka pkgh fvhkb wlaa j`yh xp kem m`we kcc`vmlega|!
nxs} albh }dh sxvv`xemleg c`e}he} m`hs% Kem dhvhle alhs }dh pv`fahj% Hyhv| }ljh k jkexka pkghfvhkb j`yhs }` k ehw pkgh hl}dhv xp `v m`we }` kcc`jj`mk}h cdkeghs le sxvv`xemleg c`e}he}!
l} ckxshs ke xewke}hm hiihc} le }dk} l} cvhk}hs akvgh kvhks `i xewke}hm wdl}h spkch%
]dls ls fhckxsh k ehw pkgh ls cvhk}hm wdhvh hyhv k jkexka pkgh fvhkb ls a`ck}hm% Li }dhvhi`vh!
k jkexka pkgh fvhkb j`yhs iv`j l}s `vlglekaa| le}hemhm a`ck}l`e }` ke`}dhv! l} cvhk}hs k ehw
pkgh k} }dk} p`le}% I`v htkjpah! |`x jk| xsh k jkexka pkgh fvhkb }` hesxvh k pkvkgvkpd }dk}
wks fhleg spal} kcv`ss }w` pkghs e`w sl}s `e `eh% D`whyhv! li |`x kmm ehw c`e}he} kf`yh }dls
fvhkb kem l} vhp`sl}l`es l}shai iv`j l}s cxvvhe} a`ck}l`e }` }dh pkgh }dk} i`aa`ws! l} wlaa cvhk}h k
ehw! fx} c`jpah}ha| xewke}hm pkgh k} }dk} p`le}% ]dh hiihc} `i }dls ls yhv| fkm! ks l} cvhk}hs k
dxgh gkp `i wdl}h spkch fh}whhe }dh c`e}he} kf`yh }dh jkexka fvhkb kem }dk} wdlcd i`aa`ws l}%
]dh ljkgh fha`w sd`ws }dls hiihc} yhv| cahkva|%
8/3/2019 Content Positioning Faux Pas WSD
5/13
]dhsls_v`ihssl`eka%c`j _ k g h q 8
Ljkgh ;> ]dh xewke}hm hiihc} `i k jkexka pkgh fvhkb }dk} dks j`yhm iv`j l}s `vlgleka p`sl}l`e
Ks k vhsxa} `i leshv}leg ehw c`e}he} dlgdhv xp le }dh m`cxjhe}! }w` pkvkgvkpds kem }dh jkexka
pkgh fvhkb }dk} i`aa`ws }dhj dkyh j`yhm m`we $;, iv`j }dhlv `vlgleka a`ck}l`e }` k ehw pkgh%
@i c`xvsh }dh jkexka pkgh fvhkb dks fhdkyhm htkc}a| ks l} wks mhslgehm }` kem dks l}shai
cvhk}hm k ehw pkgh k} }dh p`le} le wdlcd l} ls e`w a`ck}hm $6,% ]dls le }xve dks ckxshm }dh
vhjklemhv `i }dh pkgh }` fh ahi} fakeb $3,! wl}d sxfsh{xhe} pkvkgvkpds e`} kpphkvleg xe}la }dh
pkgh }dk} i`aa`ws $=,%
E`w jxa}lpa| }dls hiihc} mvkjk}lckaa| wdhe |`x leshv} al}hvkaa| m`~hes `i }dhsh jkexka pkgh
fvhkbs le}` k m`cxjhe} }dk} ls c`es}ke}a| cdkegleg% ]dk}s vlgd} * x}}hv cdk`s+
S` }dh jhsskgh ls cahkv% Wdhe |`x kvh le }dh pv`chss `i mhyha`pleg |`xv }dhsls! s}vleghe}a|
ky`lm }dh xsh `i jkexka pkgh fvhkbs+ Hyhe li |`x xsh }dhj ki}hv }dh c`e}he} `i |`xv }dhsls ls
ilekalshm! kem ixaa| le}hem e`} }` cdkegh l} ke| ixv}dhv! |`xv m`cxjhe} jk| s}laa cdkegh l}s ak|`x}
le vhsp`esh }` }dlvm pkv}| pvle}leg `v c`eyhvsl`e }` k mlgl}ka i`vjk} sxcd ks _MI% Lyh shhe }dls
dkpphe jke| }ljhs% K s}xmhe} lesphc}s dhv }dhsls ks pvle}hm `v c`eyhv}hm }` _MI `ea| }` ilem k
c`xpah `i flg gkps `i wdl}h spkch le l}! mhspl}h }dh ikc} }dk} hyhv|}dleg wks phvihc} `e*scvhhe `v
wdhe pvle}hm `x} `e dhv `we h{xlpjhe}%
8/3/2019 Content Positioning Faux Pas WSD
6/13
]dhsls_v`ihssl`eka%c`j _ k g h q 9
]dh ikc} ls }dls% \`xv }dhsls ls ke hyhv cdkegleg m`cxjhe}% Hyhe wdhe l}s ilelsdhm kem |`x
shem l} `ii i`v pxfalck}l`e! l} cke s}laa cdkegh le vhsp`esh }` }dh pv`mxc}l`e }hcdel{xhs xshm wdhe
pvle}hm `v c`eyhv}hm }` ke hahc}v`elc i`vjk}% D`whyhv! jkexka pkgh fvhkbs m` e`} vhsp`em whaa
}` cdkegh% Wdhe }dh| j`yh! }dh c`e}he} }dk} i`aa`ws kas` j`yhs! fx} le ke he}lvha| xewke}hm
iksdl`e% S` j| kmylch ls sljpah * m`e} xsh }dhj+
Leshv}leg hjp}| pkvkgvkpds kem wd| }` ky`lm }dls }``
]dls ls ke`}dhv c`jj`ea| hjpa`|hm c`e}he} p`sl}l`eleg s}vk}hg| }dk} jxs} fh ky`lmhm k} kaa
c`s}s mxvleg }dh }dhsls mhyha`pjhe} pv`chss% ]dls ls d`w l} g`hs% \`x e`}lch }dk} }dh leshv}l`e
`i ke kx}`jk}lc fvhkb dks ckxshm c`e}he} }` spal} kcv`ss pkghs le ke xewke}hm iksdl`e! ks phv
}dh htkjpahs s}k}hm kf`yh% Le vhsp`esh d`whyhv! |`x pakch |`xv cxvs`v k} }dh fhgleeleg `i }dh
kiihc}hm pkvkgvkpd! dhkmleg! }kfah `v ljkgh kem }dhe nxs} bhhp dl}}leg }dh He}hv bh| vhphk}hma|
xe}la }dh pkvkgvkpd kpphkvs }` fh p`sl}l`ehm ks mhslvhm% D`whyhv! }dls kppv`kcd `ea| cvhk}hs
ke laaxsl`e `i s`ayleg }dh pv`fahj! kem cvhk}hs k exjfhv `i `}dhvs le }dh pv`chss% ]dhsh
pv`fahjs s}hj iv`j }dh leshv}l`e `i akvgh exjfhvs `i hjp}| pkvkgvkpds%
S` wdk} ls ke hjp}| pkvkgvkpd0 Fhi`vh L cke keswhv }dls! |`x ilvs} dkyh }` xemhvs}kem }dhpxvp`sh kem ixec}l`e `i }dh pkvkgvkpd jkvb% Hkcd }ljh |`x dl} }dh He}hv bh|! W`vm leshv}s k
sphclka! e`e*pvle}leg cdkvkc}hv be`we ks k pkvkgvkpd jkvb! wdlcd ls kas` `i}he vhihvvhm }` ks k
ckvvlkgh vh}xve% ]dh n`f `i }dls cdkvkc}hv ls }w`*i`am% Ilvs}a|! l} kaa`ws W`vm }` jkvb kem bhhp
}vkcb `i wdhvh `eh pkvkgvkpd hems kem }dh eht} fhgles le k m`cxjhe}% W`vm ehhms }` be`w
}dls s` }dk} l} cke c`vvhc}a| kppa| ak|`x} kem p`sl}l`eleg sh}}legs }dk} dkyh hl}dhv fhhe mhilehm f|
|`x `v f| }dh kppalck}l`es fxla}*le vxahs% ]dh kj`xe} `i spkch fh}whhe `eh pkvkgvkpd kem }dh
eht} ls k caksslc htkjpah `i sxcd k sh}}leg%
Shc`ema|! }dh pkvkgvkpd jkvb c`e}kles kaa `i }dh i`vjk} sh}}legs }dk} kvh }` kppalhm }` }dh
pkvkgvkpd l} kpphems% Whvh pkvkgvkpd jkvbs e`} }` phvi`vj }dls cvl}lcka }ksb! |`x w`xam fh
xekfah }` dkyh mliihvhe} i`vjk}}leg i`v mliihvhe} pkvkgvkpds2 }dh| w`xam kaa dkyh }` fh }dh skjh%
]dh ikc} ls }dk} jke| vhshkvcd s}xmhe}s kvh c`jpah}ha| xekwkvh }dk} pkvkgvkpd jkvbs hyhe
htls}% ]dls ls fhckxsh }dh| kvh e`} ylslfah f| mhikxa}% L} ls yhv| jxcd ke `x} `i slgd} * `x} `i
jlem schekvl`% D`whyhv! pkvkgvkpd jkvbs cke fh jkmh ylslfah sljpa| f| calcbleg }dh
Sd`w/Dlmh fx}}`e a`ck}hm xemhv }dh D`jh }kf `i }dh Vlff`e% @ech |`x dkyh m`eh }dls! ke|
pkvkgvkpd jkvbs }dk} htls} wl}dle }dh m`cxjhe} cke e`w fh shhe% ]dh ljkgh fha`w sd`ws k
sh} `i sxcd pkvkgvkpd jkvbs% @ech |`x cke shh }dhj kem kvh kwkvh `i }dhj! }dhlv v`ah le k
m`cxjhe} fhc`jhs jxcd j`vh kppkvhe}! ks m`hs }dh hiihc} `i xsleg }dhj lenxmlcl`xsa|%
8/3/2019 Content Positioning Faux Pas WSD
7/13
]dhsls_v`ihssl`eka%c`j _ k g h q 7
Ljkgh 6> ]dh a`ck}l`e/kpphkvkech `i pkvkgvkpd jkvbs `ech }dh| dkyh fhhe vhyhkahm xsleg }dh Sd`w/Dlmh fx}}`e
E`w }dk} |`x xemhvs}kem }dh pxvp`sh `i pkvkgvkpd jkvbs kem cke shh wdhvh }dh| htls} wl}dle k
m`cxjhe}! }dh lssxh `i leshv}leg hjp}| pkvkgvkpd jkvbs cke fh htpaklehm% Ke hjp}| pkvkgvkpd
jkvb ls `eh }dk} dks fhhe leshv}hm le}` k m`cxjhe} }dk} c`e}kles e` kss`clk}hm c`e}he}% Ke
hjp}| pkvkgvkpd jkvb ls cvhk}hm wdhehyhv |`x dl} }dh He}hvbh| }wlch `v j`vh! wl}d`x} kc}xkaa|
kmmleg ke| c`e}he} }` hkcd ehw aleh cvhk}hm ks |`x g`% E`w! |`x kvh albha| }` hegkgh le }dls
pvkc}lch i`v `eh `i }w` vhks`es% Ilvs}a|! |`x jk| xsh }dls kppv`kcd ks k jhkes f| wdlcd }`
p`sl}l`e pkvkgvkpds le }dh wk| |`x wke} }dhj kvvkeghm fhckxsh |`x m`e} albh }dh wk| W`vm
dks m`eh }dls% Shc`ema|! |`x jk| dl} }dh He}hv bh| jxa}lpah }ljhs le sxcchssl`e }` cvhk}hm }dh
wdl}h spkch fh}whhe pkvkgvkpds |`x mhslvh! ks `eh xshm }` m` le }dh }|phwvl}hv mk|s% Li |`x kvh
xeikjlalkv wl}d }dh c`echp} `i k }|phwvl}hv! c`esxa} Wlblphmlk
]dh ljkgh fha`w sd`ws pkv} `i k m`cxjhe} le wdlcd dl}}leg }dh He}hv bh| jxa}lpah }ljhs dks
fhhe xshm }` kcdlhyh pkvkgvkpd p`sl}l`eleg kem spkcleg%
8/3/2019 Content Positioning Faux Pas WSD
8/13
]dhsls_v`ihssl`eka%c`j _ k g h q 4
Ljkgh 3> ]dh kpphkvkech kem hiihc}s `i hjp}| pkvkgvkpds `ech }dh| dkyh fhhe leshv}hm }` c`e}v`a c`e}he} spkclegkem p`sl}l`eleg
E`}h }dh ilyh $8, hjp}| pkvkgvkpds $ks clvcahm, }dk} dkyh fhhe cvhk}hm xsleg }dls jh}d`m%
M`hse} a``b }dk} g``m `ech }dh|yh fhhe vhyhkahm m`hs l}+ S` kaa`w jh }` jkbh }dls p`le}
ehyhv xsh }dh He}hv bh| ks k jhkes }` p`sl}l`e `v spkch pkvkgvkpds! `v ke| `}dhv }dhsls
c`e}he} i`v }dk} jk}}hv% Ah} jh vhl}hvk}h }dls }` jkbh }dh p`le} kfxemke}a| cahkv>
M` e`} xsh }dh He}hv bh| ks k jhkes f| wdlcd }` cvhk}h mhslvhm wdl}h spkch fh}whhepkvkgvkpds
M` e`} xsh }dh He}hv bh| ks k jhkes f| wdlcd }` p`sl}l`e pkvkgvkpds wl}dle k
m`cxjhe}! hsphclkaa| le vhsp`esh }` }dh hiihc}s `i }dh kx}`jk}lc fvhkb
_hvi`vjleg hl}dhv `i }dhsh kc}l`es ls yhv| fkm pvkc}lch i`v jxa}lpah vhks`es>
8/3/2019 Content Positioning Faux Pas WSD
9/13
]dhsls_v`ihssl`eka%c`j _ k g h q
8/3/2019 Content Positioning Faux Pas WSD
10/13
]dhsls_v`ihssl`eka%c`j _ k g h q ;?
C`e}v`aaleg spkcleg fh}whhe pkvkgvkpds }dh vlgd} wk|+
]dhvh ls `ea| `eh hiihc}lyh kem hiilclhe} jhkes f| wdlcd }` hs}kfalsd kem jkle}kle pkvkgvkpd
spkcleg wl}dle |`xv }dhsls kem }dls ls }dv`xgd }dh xsh `i }dh Spkcleg $Fhi`vh/Ki}hv, sh}}leg%
]dls sh}}leg kaa`ws |`x }` }haa W`vm }dh kj`xe} `i wdl}h spkch l} ls }` cvhk}h fh}whhe `eh
pkvkgvkpd kem }dh eht}! k mls}kech jhksxvhm le p`le}s% \`x cke sh} f`}d }dh kj`xe} `i spkcleg}dk} ls cvhk}hm fhi`vhkem pkvkgvkpd kem ki}hv l}% I`v htkjpah! }dh mhikxa} F`m| ]ht}s}|ah }dk}
sdlps wl}d W`vm 6??7 dks l}s spkcleg sh} xp ks ? p`le}s fhi`vh kem 9 p`le}s ki}hv% ]dhsh
sh}}legs `i c`xvsh kvh e`} kppv`pvlk}h i`v k }dhsls kem |`x w`xam dkyh }` cdkegh }dhj }` }dk}
wdlcd ls vh{xlvhm f| |`xv xelyhvsl}|% J`vh sphclilc mh}kla vhgkvmleg }dls cke fh i`xem le }dh
pkvkgvkpd i`vjk}}leg cdkp}hv%
L} ls le ikc} e`} ehchsskv| }` sh} f`}d }dh fhi`vh kem ki}hv sh}}legs! nxs} }dh ki}hv% ]dls ls sljpa|
fhckxsh }dh spkcleg ki}hvykaxh `i }dh pvhchmleg pkvkgvkpd `v dhkmleg kppalhs }dh ehchsskv|
spkcleg fhi`vhi`v }dh pkvkgvkpd }dk} i`aa`ws% Hyhe li |`x whvh }` sh} }dh spkcleg fhi`vh ykaxh
`i k pkvkgvkpd }dh skjh ks }dh spkcleg ki}hv `i }dh pvhchmleg pkvkgvkpd! }dh| ckecha hkcd
`}dhv `x}% Li }dh| mlme'}! kem |`x sh} f`}d `i }dhsh ykaxhs }` ;6 p`le}s! |`x w`xam dkyh k eh}shpkvk}l`e `i 6= p`le}s2 wdlcd w`xam fh wk| }`` jxcd% D`whyhv! }dls m`hs e`} dkpphe ks }`
ky`lm }dls lssxh% S` wdhe sh}}leg pkvkgvkpd spkcleg! l} ls `ea| vhkaa| ehchsskv| }` sh} }dh ki}hv
ykaxh%
]dh ljkgh fha`w sd`ws }dh skjh sh} `i pkvkgvkpds ks }dh pvl`v ljkgh! fx} }dls }ljh spkchm
xsleg }dh Spkcleg $Fhi`vh/Ki}hv, sh}}leg les}hkm `i }dh jxa}lpah He}hv }hcdel{xh% \`x cke
ljjhmlk}ha| shh }dh flg mliihvhech l} jkbhs%
8/3/2019 Content Positioning Faux Pas WSD
11/13
]dhsls_v`ihssl`eka%c`j _ k g h q ;;
Ljkgh => _kvkgvkpd spkcleg kcdlhyhm xsleg }dh Spkcleg Fhi`vh/Ki}hv sh}}leg vk}dhv }dke hjp}| pkvkgvkpds
Ks |`x cke shh! }dhvh kvh e`w `ea| }dvhh $3, pkvkgvkpd jkvbs les}hkm `i }dh hlgd} $4, xshm
fhi`vh! d`whyhv! }dh vh{xlvhm spkcleg dks fhhe kcdlhyhm e`eh}dhahss%
]dh bh| }dleg }` xemhvs}kem kf`x} }dls kppv`kcd ls }dk} l} pakchs pkvkgvkpd spkcleg mx}lhs ixaa|
le }dh dkems `i W`vm s` }dk} |`x m`e} dkyh }` w`vv| kf`x} l}% @ech |`x dkyh sh} }dls xp! kaa |`x
dkyh }` m` hkcd }ljh |`x wke} }` cvhk}h k ehw pkvkgvkpd ls pvhss He}hv `ech% Nxs} `ech+ W`vm
wlaa cvhk}h }dh vh{xlvhm wdl}h spkch fh}whhe }dh pvhchmleg pkvkgvkpd kem }dh ehw `eh i`v |`x%Ks k vhsxa}! |`x wlaa ehyhv dkyh }` pvhss }dh He}hv bh| jxa}lpah }ljhs }` cvhk}h }dh vh{xlvhm
wdl}h spkch fh}whhe pkvkgvkpds% Kem le m`leg s`! |`x wlaa c`jpah}ha| ky`lm }dh leshv}l`e `i
sc`vhs! li e`} dxemvhms! `i hjp}| pkvkgvkpds% E`} `ea| wlaa }dls skyh |`x dxgh kj`xe}s `i }ljh!
f`}d le px}}leg }dhj le kem }dhe dkyleg }` vhj`yh }dhj ak}hv! |`xv m`cxjhe} wlaa fh jxcd j`vh
s}kfah ks k vhsxa}%
8/3/2019 Content Positioning Faux Pas WSD
12/13
]dhsls_v`ihssl`eka%c`j _ k g h q ;6
C`e}v`aaleg pkvkgvkpd p`sl}l`eleg }dh vlgd} wk|
]` c`e}v`a }dh wk| le wdlcd pkvkgvkpds kem dhkmlegs p`sl}l`e }dhjshayhs kcv`ss pkghs wdhe
}dh| hec`xe}hv }dh kx}`jk}lc fvhkb! |`x cke xsh `eh $;, `v j`vh `i }dh i`aa`wleg sh}}legs% Kaa `i
}dhsh vhslmh xemhv }dh Aleh kem _kgh Fvhkbs}kf `i }dh _kvkgvkpdmlka`g f`t
Wlm`w/@vpdke c`e}v`a
Bhhp wl}d eht}
Bhhp alehs }`gh}dhv
_kgh fvhkb fhi`vh
Hkcd `i }dhsh ls htpaklehm le j`vh mh}kla fha`w%
Wlm`w/@vpdke c`e}v`a
]dls sh}}leg ls yhv| ljp`v}ke}% Wdhe cdhcbhm! l} hesxvhs }dk} }dh aks} aleh `i ke| pkvkgvkpd m`hs
e`} hem xp `e l}s `we k} }dh }`p `i k ehw pkgh% L} ls c`eslmhvhm yhv| fkm pvkc}lch }` kaa`w }dls }`
dkpphe iv`j k vhkmkflal}| kem pkglek}l`e p`le} `i ylhw! kem }dls kppalhs ixaa| le }dh c`e}ht} `i k}dhsls% ]dls ihk}xvh ls kaj`s} kawk|s `e f| mhikxa}! fx} li i`v ke| vhks`e l}s e`}! }dhe l} ehhms }`
fh kc}lyk}hm wl}d`x} htchp}l`e%
Bhhp wl}d eht}
Wdhe }dls sh}}leg ls kppalhm }` k pkvkgvkpd! l} hesxvhs }dk} l} s}k|s wl}d }dh eht} c`e}he} `fnhc} li
l} cv`sshs `e}` k ehw pkgh% Wdhe L sk| c`e}he} `fnhc}! L c`xam fh }kableg kf`x} ke`}dhv
pkvkgvkpd! k }kfah! ke ljkgh `v k dhkmleg% \`x w`xam kppa| }dls sh}}leg wdhe }w` c`e}he}
`fnhc}s jxs} kawk|s s}k| }`gh}dhv% I`v htkjpah! li |`x dkyh }w` pkvkgvkpds }dk} w`vb }`gh}dhv
}` htpakle kem c`jpaht p`le}! |`x jk| e`} wke} }dhsh }` hyhv fhc`jh shpkvk}hm kcv`ss }w`
pkghs! fx} vk}dhv! kawk|s s}k| }`gh}dhv `e `eh pkgh% F| kppa|leg }dls sh}}leg }` }dh ilvs} `i }dhshpkvkgvkpds! |`x hesxvh }dk} l} }vkyhas wl}d }dh `eh }dk} i`aa`ws! sd`xam l} hyhv cv`ss `e}` }dh
pkgh }dk} i`aa`ws%
Bhhp alehs }`gh}dhv
Wdhe |`x kppa| }dls sh}}leg }` k pkvkgvkpd! l} wlaa e`} fvhkb k} kaa kcv`ss }dh kx}`jk}lc fvhkb k}
kaa% Le `}dhv w`vms! }dh he}lvh pkvkgvkpd wlaa vhjkle he}lvha| `e }dh cxvvhe} pkgh `v }dh `eh }dk}
i`aa`ws! wl}d e` spal}}leg kcv`ss }dh }w` pkghs hyhv `ccxvvleg% Ka}d`xgd e`} kawk|s }dh cksh! }dls
ls k c`jj`e vh{xlvhjhe} le k }dhsls! ks l} ls e`} c`eslmhvhm g``m pvkc}lch }` kaa`w pkvkgvkpds
}` spal} kcv`ss pkghs le }dls wk|% @ech kgkle! l} ls k jk}}hv `i vhkmkflal}| kem hesxvleg }dk} }dh
c`e}he} ia`ws kem dkegs }`gh}dhv kppv`pvlk}ha|%
_kgh fvhkb fhi`vh
]dls sh}}leg wlaa hesxvh }dk} }dh pkvkgvkpd kawk|s kpphkvs k} }dh }`p `i k ehw pkgh kem ls j`s}
c`jj`ea| kppalhm }` dhkmlegs% I`v htkjpah! }dh }dhsls s}|ah gxlmh xshm f| |`xv xelyhvsl}| jk|
vh{xlvh }dk} kaa Ahyha ; dhkmlegs c`jjhech `e k ehw pkgh% Li }dls ls }dh cksh! }dh _kgh fvhkb
fhi`vh sh}}leg sd`xam fh cdhcbhm%
8/3/2019 Content Positioning Faux Pas WSD
13/13
]dhsls_v`ihssl`eka%c`j _ k g h q ;3
]dh {xhs}l`e ls! wdhe sd`xam }dhsh sh}}legs fh pv`gvkjjhm le}` }dh s}|ah }dk} c`e}v`as }dh
pkvkgvkpd `v dhkmleg! kem wdhe sd`xam l} fh kppalhm mlvhc}a| `e k cksh f| cksh fksls% ]dh
keswhv ls }dk} ke| p`sl}l`eleg vh{xlvhjhe} }dk} jxs} kppa| xelyhvskaa| }` kaa dhkmlegs kem/`v
pkvkgvkpds sd`xam fh pv`gvkjjhm le}` }dh s}|ahs }dk} c`e}v`a }dhj% ]dh }kfah fha`w kc}s ks k
gxlmh le }dls vhgkvm%
Sh}}leg Fhs} Kppalhm
Wlm`w/@vpdke c`e}v`a Le }dh s}|ah }dk} c`e}v`as }dh pkvkgvkpd `v dhkmleg
Bhhp wl}d eht} I`v pkvkgvkpds! l} sd`xam fh kppalhm `e k cksh f| ckshfksls
I`v k dhkmleg! l} sd`xam fh kppalhm le }dh s}|ah }dk}c`e}v`as l}
Bhhp alehs }`gh}dhv Li vh{xlvhm i`v pkvkgvkpds! l} sd`xam fh kppalhm le }dhs}|ah }dk} c`e}v`as }dhj
Li dhkmlegs kvh albha| }` spke jxa}lpah alehs `e`ccksl`e! }dls sd`xam fh kppalhm le }dh s}|ahs }dk}c`e}v`a }dhj
_kgh fvhkb fhi`vh E`} kppalckfah }` pkvkgvkpds
Li kppalckfah }` ke| dhkmleg ahyha! kppa| le }dh s}|ah }dk}c`e}v`as l}
]kfah ;> * ]dh kppv`pvlk}h jkeehv le wdlcd }` kppa| p`sl}l`e sh}}legs }` pkvkgvkpds kem dhkmlegs le k }dhsls%
C`ecaxsl`e
F| ky`lmleg jkexka pkgh fvhkbs kem }dh lenxmlcl`xs xsh `i }dh He}hv bh| }` spkch kem p`sl}l`e
pkvkgvkpds wl}dle |`xv }dhsls m`cxjhe}! |`x wlaa skyh |`xvshai k gvhk} mhka `i }ljh! ivxs}vk}l`e
kem mlskpp`le}jhe}% Ks |`x dkyh shhe! f| xsleg }dh }``as kem sh}}legs W`vm sphclilckaa|pv`ylmhs i`v pkvkgvkpd c`e}v`a pxvp`shs! |`x kykla |`xvshai `i k sh} kem i`vgh} s}vk}hg| le wdlcd
kaa c`e}he} p`sl}l`es l}shai c`vvhc}a| kem kx}`jk}lckaa| wl}d`x} |`xv mlvhc} ley`ayhjhe}! e` jk}}hv
d`w jxcd l} cdkeghs `yhv }ljh% ]` }kbh ke| `}dhv kppv`kcd w`xam fh ke hthvclsh le cdk`s%
Le sd`v}
]` p`sl}l`e c`e}he} c`vvhc}a| le k m`cxjhe} }dk} ls le k c`es}ke} s}k}h `i cdkegh vh{xlvhs
}dh ljpahjhe}k}l`e `i }dh c`vvhc} }``as kem s}vk}hglhs i`v }dh }ksb
]dh leshv}l`e `i jkexka pkgh fvhkbs kem }dh vhph}l}lyh xsh `i }dh He}hv bh|! shhj albh
s`xem c`e}he} p`sl}l`eleg jh}d`ms! fx} }dh| kvh e`} kem sd`xam fh ky`lmhm
_kvkgvkpd spkcleg sd`xam fh kcdlhyhm f| sh}}leg kem kppa|leg }dh Spkcleg Fhi`vh/Ki}hvykaxh le }dh _kvkgvkpd mlka`g f`t
_kvkgvkpd p`sl}l`eleg sd`xam fh kcdlhyhm xsleg `eh `v j`vh `i }dh sh}}legs kyklakfah
xemhv }dh Aleh kem _kgh Fvhkbs }kf `i }dh _kvkgvkpd mlka`g f`t
Fh sxvh }` xsh }dhsh sh} kem i`vgh} s}vk}hglhs }dk} hesxvh kaa }dhsls c`e}he} p`sl}l`es
l}shai c`vvhc}a| kem kx}`jk}lckaa| wl}d`x} |`xv mlvhc} ley`ayhjhe}! e` jk}}hv d`w jxcd l}
cdkeghs `yhv }ljh