How to grow brands by targeting the masses Source: Admap, June 2017 Downloaded from WARC This article looks at the factors that drive growth in a world of fragmented audiences, and the reasons why targeting is struggling to deal with these factors. As the...
More
How to grow brands by targeting the masses Source: Admap, June 2017 Downloaded from WARC This article looks at the factors that drive growth in a world of fragmented audiences, and the reasons why targeting is struggling to deal with these factors. As the debate about broadcasting and narrowcasting rages on, it continues to be mired in unimaginative thinking, but marketers could be using the tools at their disposal so much better. Identifying three sources of growth that focus on feeding the funnel, moving the masses and being avant-garde, it is shown how targeting fails to capture those drivers due to its avoidance of people not in the market. The article proposes that the solution lies in widening targeting to include people connected to those targeted - to fill the echo chamber and make products more desirable - and to target conversations, rather than people. Throughout the history of advertising there has been a contrast between broadcasting and a more direct approach – something
Less
