This newsletter comes from the hosts of The Marketing Architects, a research-first show answering your biggest marketing questions. Find us on Apple Podcasts or wherever you listen to podcasts!
Are you overpaying to reach a smaller audience? This week, we're breaking down what marketers get wrong about targeting and how to make smarter audience decisions that drive growth without breaking the bank.
—Elena
Third-party targeting suffers from high costs and inaccuracies.
Reaching your audience through data-driven targeting sounds great in theory. But many third-party data segments deliver ads to people with limited relevance at premium prices, damaging performance.
Find balance in targeting strategies.
The debate around targeting is complex, with implications for both strategy and media execution.
“Ignore Anyone Who Tells You to Forget About Targeting”
This article by Mark Ritson explains why strategic targeting should influence every part of your marketing mix, while warning against the dangers of handing all control to mysterious algorithms.
Know your audience, then reach all of them.
“The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself."
— Peter Drucker