Five Steps to Smarter Targeting

Jenni Romaniuk

Jenni Romaniuk offers five ways to make your ad targeting smarter, such as by making your target market definitions evidence-based, including as many people as possible in your target market and buying media on audience numbers reached, rather than indices.

Five Steps to Smarter Targeting

Jenni Romaniuk

Ehrenberg-Bass Institute

Targeting is a key component of any marketer’s toolkit, but the recipe for smart targeting has become more complex. Media proliferation has widened the list of ingredients, while the emergence of large fused databases provides more ways to slice and dice consumers.

Like adding salt, a pinch of targeting may enhance your marketing efforts, but too much can ruin the dish (and your bottom line).

If marketing had a list of 10 commandments, “Thou shalt target” would be one of them. Right back in Marketing 101, would-be marketers are told they...

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