Broad vs. Narrow Casting

By September 19, 2017Pinpoint Blog

As a copywriter, I worked on broadcast accounts for nearly three decades before I realized what “broadcast” meant.

Broadcast means casting a message broadly. When it comes to a TV show, that may be fine. But when it comes to advertising, the broadcast approach was and is crazy inefficient.

It means you’re throwing your messaging net out to as many people as possible, hoping that it will land on plenty of folks interested in what you have to say. Sometimes it does.

Many times, however, nobody under your casted net was in your target audience. You missed everybody. Don’t believe me? Let’s just ask all those folks who bought time on a TV or radio broadcasts that never heard their phone ring with an order. And it only cost them thousands of dollars.

Today, the narrow casting of digital marketing is replacing the old model of broadcasting. With data that has been gathered from tracking folks’ online behavior, a company can market directly to the person who has shown an actual interest in what you have to sell.

It has narrowed the cast to one, one as in 100{13e07ed1c14212a0d4d1a380df10d293f1beff04e1fe4d7260657e6455c41af3} accuracy—at a fraction of the cost.

If you’re not marketing digitally, you ought to. It’s your marketing dollar at its most efficient.

Author Dave Franco

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