Cloudscape Over the Philippine Sea<a href="https://www.flickr.com/photos/28634332@N05/31031723265" rel="nofollow">Cloudscape Over the Philippine Sea</a> by <a href="https://www.flickr.com/photos/28634332@N05" rel="nofollow">NASA's Marshall Space Flight Center</a> is licensed under <a href="https://creativecommons.org/licenses/by-nc/2.0/" rel="nofollow">CC-BY-NC 2.0</a>

Broad reach marketing and targeting are two different approaches to marketing that can be used to achieve different goals. Broad reach marketing is an approach that uses a wide range of channels to reach a large audience. Targeting, on the other hand, is an approach that focuses on reaching a specific audience with relevant messages.

Broad reach marketing can be effective for building brand awareness and generating leads. However, it can be difficult to track the results of broad reach marketing campaigns, as it is difficult to measure the impact of each individual channel. Targeting, on the other hand, can be more effective for generating sales and conversions. However, it can be more difficult to reach a large audience with targeting campaigns, as it requires a more in-depth understanding of the target audience.

What’s the best approach for your campaign?

The best approach for a particular marketing campaign will depend on the goals of the campaign and the resources available. If the goal is to build brand awareness and generate leads, then broad reach marketing may be the best option. If the goal is to generate sales and conversions, then targeting may be the best option.

Here are some of the pros and cons of broad reach marketing and targeting:

Broad reach marketing

Pros:

  • Can reach a large audience
  • Can build brand awareness
  • Can generate leads

Cons:

  • Can be difficult to track results
  • Can be difficult to measure the impact of each individual channel

Targeting

Pros:

  • Can reach a specific audience
  • Can be more effective for generating sales and conversions
  • Can be more effective for reaching a large audience with a limited budget

Cons:

  • Can be more difficult to execute
  • Can be more difficult to measure the results

Ultimately, the best approach for a particular marketing campaign will depend on the goals of the campaign and the resources available.

New campaigns start with “Why?”

Start with Why? This is the key question in any brief: WHY? Why do you want to do this? Why will this help your business or yourself?

The ultimate goal is never usually as simple as mass awareness = broad reach and sales/conversions = targeting. Remember broad reach still has some target parameters – you don’t want everybody in the world to know about you or to keep you front of mind all the time so you will still be setting parameters to your media.

Likewise targeting, whilst better at explaining the path to purchase will never give you the full story. The same product may be available in two places so the customer might choose one or the other retailer based on unconscious bias like brand preference which you can’t measure on a single customer level. 

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