Are you targeting too much? Effective marketing strategies for brands

Gian M. Fulgoni

Brands should beware becoming addicted to digital hypertargeted advertisements which can be detrimental to brands in the long term.

INTRODUCTION

The emergence of increasingly quantifiable forms of interactive digital advertising has resulted in advertising becoming much more of a quantitative practice. While the so-called “perfectly quantifiable” click emerged as a readily used key performance indicator for digital-advertising effectiveness, a new movement has been brewing. Its adherents favor tracking every dollar and every resulting action down to the pixel, only to then optimize, analyze, and further optimize that information to squeeze every last bit of advertising return on investment from the dollars allocated to a campaign.

In search-engine marketing, where clicks mean a great deal to the ultimate effectiveness of...

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