There has been a lot of realization over the last few years that blanket advertising is not necessarily effective. Companies waste money by distributing leaflets to every person in a community or advertising during every television program. It is more cost-efficient for businesses to identify their target customers and produce content with them in mind and then submit the information directly to them.
This is the entire purpose of narrowcasting. It is used in all forms of media to take a very specific message and deliver it to a particular audience. The advertisements are meant to be extremely targeted so they instantly speak to the person that was intended to see them. It is performed by purchasing ad space during programs the known target audience watches or in publications or on websites where that potential client group would be known to read or visit. There are many benefits of using this method of advertising that are not achievable with broader, more outdated methods.
Edgy advertisements are less likely to cause controversy because they are acceptable to the group chosen to see them.
It prevents the waste of money on advertising to consumers that would never have a need or desire for the product or service.
It is more earth-friendly because it saves resources by reducing the number of flyers, brochures or other paper products used for the campaign.
Research shows you will focus your attention more closely on advertising that speaks directly to you and will retain that information longer than even the most entertaining advertisement designed for a product that is not desirable.
By researching the demographic that is most likely to support the business the company has the opportunity to understand them better. This allows the business to better refine their product and their message.
Effectively creating and using this form of advertising is more complex than many people expect because it requires a detailed understanding of who is being sought out with the campaign. Many companies choose to use marketing professionals experienced with the process to help them craft their advertisements correctly. Over time it will become easier to identify the right audience and to supply them with a message that will consistently initiate a response.