Collecting and connectingThis stuff is really fascinating
OK, so now that we have these great new data, is it practical for the first time to ask the question, “Which target should we use?” Should we just try to reach buyers who own our make? Should we try to reach buyers who own our make and the makes we consider competitors? People shop for specific body types, so don’t we have to set the target in some way to reflect the model as well as the make(s)? This becomes a complicated question to answer.
The answer, we submit, is this: Ad dollars should be spent to reach people with whom that message has a high probability of making a positive difference to get that person to buy that car.
We should not send messages to people who will not be affected by the message. That is obvious, but so what? How can we know which people to send it to then?
The probability that a person will listen to a message is something that can actually be reliably predicted, once you know the cars they have bought in the past.
- See more at: https://www.mediabizbloggers.com/bill-harvey/Whats-the-Best-Target-to-Set-for-Your-Auto-Advertising--Bill-Harvey.html#sthash.Nm3mnXFa.dpuf