More on new targeting models.
My search for new targeting models today turned up my post from a couple days ago as the first result. Sadly, I don’t think this is because of the massive reach of this blog, instead I think it probably has more to do with the fact that not too many people are writing about this subject.
I’m sure this has some to do with the fact that targeting has never been the most interesting or sexiest part of the marketing discipline, but I also wonder if it’s because targeting is losing relevance with marketers these days.
I know from my own experience that targeting plays a huge role in the creation of a brand idea, but on a day to day basis, it’s not something that drives the creation of separate programs. At Fallon, I took the target description off the creative brief in the last couple of years I was there and no one really raised an eyebrow.
Perhaps the biggest reason is that, in an era of conviction brands – or brands held together by a central belief or purpose – that belief or purpose ought to drive behaviour, rather than simply relying upon customer insight to tell you what to do. Great brands tend to create their own audiences, rather than simply serving an existing group. If the role of a brand is to attract like-minded customers then being true to yourself is the best targeting approach of all.
