Precision Marketing

The American military has in its arsenal a missile known as the DAGR(pronounced dagger)The initials stand for Direct Attack Guided Rocket .It is only 2.75 inches in diameter.It's compatible with every flying thing, very low cost, laser-guided, extremely precise and extraordinarily deadly.It carries a 10 pound warhead.Unlike other missiles it doesn't detonate at the time of impact but detonates once it penetrates the enemy armor.Simply put, it can take out your house without even touching the neighbor's dog.The good thing about it, is that it has minimal collateral damage.Before the existence of such precise weapons.The planes used to drop hundreds of bombs just to hit a few targets.That was costly then as it is now.What does marketing have to do with warheads??EVERYTHING

From the moment you wake up.You are bombarded with ads everywhere. They are on tv,radio,billboards,buses and even dustbins. Firms are spending outlandish amounts of money on ads to reach just a few thousand people .In this day and age costs have hit the roof.This digital generation me thinks has little use for TVs.As long as one has a steady source of internet the TV becomes as useless as the g in lasagna.They can be found on social sites streaming music and watching shows online.They don't need to tune into the telly for news, they get it real time on their timelines. I never knew about the existence of the Aromat ad until it popped up on my timeline and then I looked for it to find out what the hullabaloo was all about.

Thanks to science clear cut customer targeting is now possible.The internet is a good example.Ads that pop up on your screen have been influenced by your search history of the sites you have visited through the use of cookies.Maps are going to be the next frontier for marketers. Imagine your phone alerting you about the vacant house you were looking for or typing a product in your smart phone and all the stores nearest to you, it's found in pop up.Well stop imagining that's what the guys at Esri have already come up with.It's called the geo trigger service.With it you can be able to see the geographical distribution of your customers,their purchasing behavior including how long they stopped at a location and you can be able to tell their needs and wants.You can tailor your marketing communication to suit each customer segment.You save more time and more money compared to running a blanket ad on national television then cross your fingers and hope that the targeted audience is watching.
The decision is up-to firms to choose whether they will continue wasting their resources or shift to more precise modes of audience targeting. The power has been shifted back to the firms for now.
By @Señor Marketer

(image sources:web)

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