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?



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 and the author of View From The Cheap Seats and Killer Executions and Scrubbed Decks.