At the Variety Entertainment Marketing Summit presented by Deloitte, experts discussed the need for marketers to expand their target demographics. China Widener and Gayle Troberman highlighted the pitfalls of overly precise targeting, emphasizing the importance of understanding consumer engagement. Troberman warned that elite marketing strategies might lead to irrelevance, advocating for broader outreach. Research from iHeartMedia suggests many consumers feel overlooked, reinforcing the idea that marketers should appeal to wider audiences to ensure continued success, similar to how renowned artists engage beyond loyal fans.
"What you want from the consumer is their time. You want their resources and you want their engagement. And so you have to understand where they are."
"Part of the problem is we are targeting our way to oblivion. We are targeting our way to irrelevance. We need to talk to more people to sell more stuff."
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