Around the Net

Every Customer Journey Starts With Awareness

  • Turn, Tuesday, August 2, 2016 9:04 AM
Writing on the Turn blog, Matt Westover, the company's vice president of product marketing, described the emerging brand Blue Apron (not a household name) and how it's managing to raise brand awareness among a niche audience. He argues that reaching the audience for this type of brand may have been challenging years ago, but now, with "data-based targeting, lookalike audiences and online video, it’s possible to reach a market niche effectively, quickly and in a scalable way." Westover writes that: "Analog marketing relied on demographics and instances in which consumers declared an affinity by consuming certain forms of niche media (like cooking magazines). Digital media offers a much more precise approach. For instance, a major German automaker recently ran a campaign for its crossovers and sedans. Before launching any ads, the automaker looked at attributes related to crossover buyers compared to sedan buyers. Not surprisingly, the brand found that sedan drivers were younger while hybrids drew older consumers with families."

Read the whole story at Turn »

Next story loading loading..