Episode 10

How to Target Your Audience on Mass Marketing Channels

Reaching large audiences is powerful. But they still need to be the right large audiences. Because even the biggest brands can't afford to skip targeting. Even on mass-reach marketing channels like TV, radio and print.

In this episode, Elena, Angela and Rob are joined by VP of Strategy Dan Cleveland to discuss the MarketingWeek article “Even sophisticated mass marketers need targeting.” The team explores the marketing industry’s shift toward mass marketing, but homes in on the need to use mass marketing strategically to drive meaningful results. Like how mass marketing does not equal marketing to everyone you possibly can. (And how mass media can be used for performance marketing, too).

Topics Covered

• [02:25] Recapping Mark Ritson’s article “Even sophisticated mass marketers need targeting”

• [05:45] Using mass media for strategic growth beyond digital

• [10:00] How to better define and understand your target audience

• [17:00] Using response to guide targeting for brick-and-mortar businesses

• [20:00] Using incremental reach to drive performance

• [23:00] What does good budget stewardship look like?

Resources:

2023 MarketingWeek Article

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