Targeting is a classic marketing exercise. But recent literature places more emphasis on reaching broad numbers of people. Tight targeting can benefit short-term activation campaigns, whereas reach can be favourable for long-term brand-growth strategies. Targeting may also be beneficial for digital and ecosystem brands, especially in their early stages. Growth theories which segment consumers based on customer lifetime value (CLV) or responsiveness to advertising argue for targeting over reach. Technological developments in the digital media environment have also led to hypertargeting, though there are question marks over its practicality and effectiveness. Programmatic is driving advances in targeting technology, and has...
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