• by Laurie Sullivan , Staff Writer @lauriesullivan, November 18, 2013

Perhaps brand marketers need to stop trying so hard to find the correct message for any one consumer and just allow the natural progression of the person loving the product or service to take place. I heard a forced message from panelists participating in the Predictive Targeting and the Search for New Customers panel. The process of not forcing the connection aligns with Google's mantra to build content that appeals to a specific audience. Consumers are individuals, but not to the point that one ad speaks only to one person. And if you do find the one ad that speaks to that one person, cross-channel marketing in digital out-of-home media can help to support that one-on-one marketing strategy in specific cable zones and ZIP codes.