Ideas from books, articles & podcasts.
The reality is that although we want 'everyone' to be our target audience, it is neither realistic not sensible. Consumers are different -- each have a distinct functional and psychological need -- therefore we have to talk to them differently to be persuasive.
Plus, targeting everyone means equated to have an inexhaustible budget, but this isn't within reach for many. Instead, let us focus our energy and resources on the people that is most likely to generate returns.
MORE IDEAS FROM THE SAME ARTICLE
As new opportunities emerge, many brands are chasing the "shiny object" instead of starting with a strategy.
The failure to develop a creative brief is a cardinal sin. The creative brief is important because it is the unifying document that identifies the important key benefits for a campaign of launch.
The best advertising connects with the target costumers because it shows understanding of their needs and pain points.
Having poor objectives that do not convey what needs to be done will not lead to a desirable outcome because it order to achieve that we need to understand which metrics needs to be moved and by how much to accomplish that business goal.
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