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> because behavioral targeting retained customers of all sized as opposed to just the bigger ones that do brand awareness campaigns, and that was due to measura
by edmundsauto 7y ago
> because behavioral targeting retained customers of all sized as opposed to just the bigger ones that do brand awareness campaigns, and that was due to measurable superior performance
Could you elaborate a bit more, particularly on the point about customer size? Are you referring to the fact that smaller companies couldn't run larger geo surveys to understand how their advertising impacted revenue?
This is fascinating stuff, thank you for sharing!
- dialtone 7y agoIt's nothing too crazy, simply that for brand awareness campaigns to work, or even collect the market research data that you are talking about you need to spend significant money for a decent period of time. Something that smaller companies tend to not have while they are focusing on starting predictable growth and product market fit more than scale. Smaller companies will invest in marketing that has some guarantees of performance like retargeting, email or search rather than brand.