|All The Marketing Geniuses Have Been Wrong. Duh.
By: The Ad Contrarian
For years now I have been spouting off about the wrong-headedness of online "precision targeting" versus mass media.
In 2012, in a post called Either Facebook Is Nuts Or I Am, I wrote...
"Big brands need big reach, not the diminishing returns of finer and finer targeting...They (Facebook) needs to forget about "precision targeting." It's bullshit and it's not working...They need to sell reach."
In 2013, in a post called The Hidden Danger Of Precision Targeting I wrote...
"One of the great benefits of mass media is that it lacks precision targeting. It reaches all the users in your category, including the users of your competitor's brand."
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