15 January

Targeting the Right Consumers

For years, marketers have been trying to sell their goods and services by advertising to the general population, hoping that someone in the crowd would want or need what they're touting. That's like rowing your boat out onto the lake with the hopes of catching, let's say, a rainbow trout. Even though you're not sure that rainbow trout even live in this lake you're on, you place a mini marshmallow (who doesn't love marshmallows?) on the hook, and drop it in, hoping that the trout just happens to come by, see your bait, and take it. How much easier would fishing be if you knew:

  1. There were definitely rainbow trout in the lake
  2. When they eat
  3. Where they typically hung out and when they were there
  4. What they liked most to eat and what weather they liked to eat it in

If you knew all of this information, you'd fill your boat full of fish right away.

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01 January

Finding the Right Consumers

For years, marketers have been trying to sell their goods and services by advertising to the general population, hoping that someone in the crowd would want or need what they're touting. That's like rowing your boat out onto the lake with the hopes of catching, let's say, a rainbow trout. Even though you're not sure that rainbow trout even live in this lake you're on, you place a mini marshmallow (who doesn't love marshmallows?) on the hook, and drop it in, hoping that the trout just happens to come by, see your bait, and take it. How much easier would fishing be if you knew that there were definitely rainbow trout in the lake, where they typically hung out and when they were there, what they liked most to eat and in what weather they liked to eat it? If you knew all of this information, you'd fill your boat full of fish right away. This example is not unlike the effectiveness of programmatic advertising.

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