How to grow brands by targeting the masses

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.

Throughout the history of advertising there has been a contrast between broadcasting and a more direct approach – something we now refer to as 'broadcasting vs. narrowcasting'. Technological advances have served only to increase the tension between these two approaches and the arguments have taken on a more entrenched, black-and-white rationale: on the one hand, 'broadcasting advertising is a dinosaur and it doesn't work'; and on the other hand, 'digital is all scam and no efficiency'. Sadly, often the argument is based solely on assumption, not facts. Often it is an argument aimed at destroying the opposition, rather than trying...

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Insights Team
Bray Leino

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