Traditional marketing has used the broad broom approach, where advertisements are placed on media for general consumption, such as TV, Newspapers, etc. However, these media are attracting a smaller cohort than they did and therefore the ads miss their targets. Also, advertising on broad based media has become very expensive. The best example of this is the massive millions that are spend on superbowl ads.
Many of the people who are missed through the broad based marketing are now using hand held devices, such as smart phones and tablets. This applies to many younger people but is not limited to them. So advertising campaigns need to be segmented so that multiple campaigns can be run simultaneously that are directed to those segments.
This is where big data comes in. Data can be obtained from social media networks and internet usage data that show where and when the target audiences are using their media. Such advertising can then be much more effective in reaching audiences and promoting sales.
This article shows how targeted marketing techniques can be used in election campaigns and what business can learn from politics. Check it out.
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