Jul 7th, 2008
Jul 7th, 2008
Online advertising is all about targeting…behaviorally, demographically, geographically (you get the picture). The more ways that marketers can segment their audience, the better; so is there still a need to craft advertisements that appeal to the population at large? Does anyone still broadcast their marketing messages anymore?
Looking to TV outlets for a comparison, there seems to be a struggle between two camps about whether catering to segmented audiences is a wise marketing choice. Take CBS for example. This network has CSI in its arsenal–touted as the most watched TV show across all segments–and is starting to experiment with highly specialized/targeting programming with shows like Swingtown. The network has a broad reach and is arguably a great route for a marketer to reach a wide consumer base, but today’s Advertising Age article reports that advertisers are shying away from placing ads within Swingtown for fear of being equated with the shows promotion of “unconventional” lifestyles.
From a targeting standpoint, this should be a good thing because the viewing audience is more clearly defined. What if research shows that the consumers of your product are watching this show? Does the general perception matter if you are reaching your target market? I would say that the old adage is false; what is good for the gander is not always good for the goose. Target away advertisers for two reasons: you’ll be more effective and your consumers will appreciate your relevancy.
Why cold call when you can reach someone who is predisposed to receive your message?
