The Customers You Are Missing
Too many advertisers target the wrong thing in their advertising. The ‘target’ of your advertising should be to increase sales. But all too often we get hung up on targeting ‘analytics’ or ‘demographics’ when creating our media plans.
For example, it might not seem unreasonable for a baby-products retailer to target ‘women 18-49 with infants.’ But according to the market research firm Scarborough, nearly half of those who bought infants clothing, 47% were from households without children.