No marketing activity is complete without asking the customer to do something.

‘Buy now’

‘Sign up here’

‘Pre-order now’

Brands usually place these calls to action (CTAs) at the end of a piece of content in the hope that customers who relate to that content will go on to perform a specific act. 

CTAs may have changed over the years, but the end goal hasn’t: put the right message in front of the right people at...