A rookie brand manager and media planner together should be able to answer these questions :
Should we be maximising reach or targeting of audience subsets ?
Should our media effort address the total market or chosen segment(s) ?
Should we approach the market via Mass Marketing campaigns or Targeted customer outreach?
What’s any given Media platform /channel’s utility besides giving us the widest reach?
Yet , the answers to these questions remain inconclusive even at the highest levels of marketing in mega corporations. This is due to excessive data and also scarce data !
Moreover, legacy systems, managerial inertia , baggage, risk aversion, ‘theory over common sense’ , delusions of grandeur, vested blocs and bureaucratic apparatus all contribute to this lack of clarity.
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