A dollar to spend? Three takes on targeting

This event report explores two aspects of targeting consumers, whether it ought to be used sparingly with a priority for reaching new consumers, or whether budgetary restrictions demand a more careful strategy, one that seeks engagement.

“If I’ve got a dollar to spend, do I want to spend that on someone who knows a lot about our brand and buys the category a lot? Or do I want to spend it on someone that maybe hasn’t bought me for six years, maybe doesn’t know much about me?” asked Virginia Beal at WARC’s Cannes session, How to be a Smart Targeter.

The question of whether to prioritise targeting or reaching consumers burst into the open in 2016, when Marc Pritchard, Procter & Gamble’s CMO, admitted that the company’s approach to targeting on Facebook had been flawed....

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