In the past, we’ve discussed the negative effects of today’s fragmented media on your marketing efforts, but what about the potential positive aspects? When television, radio and print were the only advertising mediums available, you had to determine a fairly specific demographic and target them with a consistent and singular message. Targeting groups outside this demographic or utilizing multiple messages would limit the effect of your marketing and risk diluting your brand. Today however, you can easily target a variety of demographics each with a message tailored specifically for them. And because of the fragmentation of media, you will generally face little risk of diluting your brand as they will most likely never see the marketing directed at the other demographic groups. Keep in mind – this doesn’t mean you should try to be all things to all people; it means that you can now target a larger group of prospects with a marketing message tailored to best reach them and convert them into your client or customer.
