“If I’ve got a dollar to spend, do I want to spend that on someone who knows a lot about our brand and buys the category a lot? Or do I want to spend it on someone that maybe hasn’t bought me for six years, maybe doesn’t know much about me?” asked Virginia Beal at WARC’s Cannes session, How to be a Smart Targeter.
The question of whether to prioritise targeting or reaching consumers burst into the open in 2016, when Marc Pritchard, Procter & Gamble’s CMO, admitted that the company’s approach to targeting on Facebook had been flawed....