The Perils Of Microtargeting

I love a good analogy. And in describing the current desire of marketers to precisely target messages at specific consumers, Teressa Iezzi, writing in Ad Age, comes up with a good one:

I heard a media expert say this on a panel a while back: “If I’m a dog-food maker I am now able to send my commercial messages only to dog owners.”
In the mainstream media, it’s the Fox News effect — with more media outlets trying to emulate that ideologically single-minded approach and screeching to an ever more credulous choir.

Interesting–are marketers slowly giving up on trying to change consumers’ mindsets by targeting folks predisposed to like their products?

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About Dan Goldgeier

Dan Goldgeier is a Seattle-based freelance copywriter with experience at advertising agencies across the U.S. He is a graduate of the Creative Circus ad school, and currently teaches at Seattle's School of Visual Concepts. Dan is also a columnist for TalentZoo.com and the author of View From The Cheap Seats and Killer Executions and Scrubbed Decks.