For decades, we’ve been taught that reaching the right audience with the right message at the right time is the holy grail of marketing. But is it? And even if it is, do we have the tools we need to achieve such a lofty goal?
After all, many brands and agencies struggle to identify just the first of these three “rights,” and, truth be told, traditional media processes and practices aren’t helping.
Consider this: a client tasks a media agency with targeting people looking for a new car. Or maybe it’s consumers interested in on-demand entertainment, or shoppers seeking an alternative to high-calorie snacks. The target audience is then translated into a demographic: 18-34, male or female, urban, $50k+, ABC1.