Mass-marketing quickly became outdated, and those still advocating blind-faith marketing have a rude awakening headed their way, too. To compete, brands must target each communication effort with scientific efficiency to have their message heard in the desired way. A brand should have a clear sense of its objectives with every message, balancing the desire to promote with the need to engage. Consumers do not respond well to impersonal advertising that appears cold and empty, and the consequences are far worse if they feel personally targeted.
You might be seeing now why so many brands often fail to make the meaningful connections with their market. There is a fine balance to be made which takes skill, creativity, and a data-driven approach to market-mapping, strategy and activation.
Without knowing who the right audience is how can a brand reasonably expect to be speaking to them in the right way?
To know where to stand in the market is to first know where and what the market is. The digital landscape can confuse companies with the best intentions; the physical presence of shops, stalls, fares, billboards, gave business a clear sense of where they were speaking. But digital marketing is more complicated. Research, testing and continual pivoting is required to reach the right audience and niches. The good news is, get it right and you can get it very right.