Targeting: Go Broad or Go Broke

This week on the pod, Peter and Jon are done talking about the marketing renaissance — so they’re leaping into the new age of marketing maximalism. When it comes to ad targeting, more is more. So why do so many marketers keep trying to hypertarget the “perfect” audience? After all, brands used to succeed before targeting was invented… so is it possible it just isn’t as important as we’ve been led to believe it is?

In a recent article, 67% of people targeted as parents didn’t actually have any kids… so that begs the question — how accurate is hyper-specific targeting anyways? And is it possible you’re really just being scammed?

Then, the guys reveal what the only number that matters in marketing is and why they live by the mantra “go broad or go broke.” Are you shooting yourself in the foot by limiting your targeted audience? And just how much targeting is too much targeting?

And later, Peter and Jon break down the synthetic stats on how B2B and B2B marketers prioritize targeting vs. reach before heading over to the Synthetic Salon for a lively showdown with Helena, a die-hard hypertargeting fan. Can Peter and Jon convince her to embrace the maximalist mindset? TBD.

01:30 From the Feed — When Ad Targeting Goes Wrong

04:43 Mental Model — Reach Maximalism

12:37 Million Dollar Data — Targeting vs. Reach

19:04 Synthetic Salon — The Case for Hypertargeting