Targeting is like… a rock festival
Just a small analogy between targeting / segmentation in online marketing and rock festivals.
Rock festivals (in their early days):
One big stage, playing mainstream rock to please the whole audience just with the big names.
Marketing (in the 2000's):
Shotgun, one big campaign and one marketing message for all users.
Rock festivals (nowadays)
You have to appeal to an audience that gets more and more fragmented and likes a lot of different musicians. So also rock festivals have changed over the years to address this heterogenic audience. Therefore, a festival nowadays offers lot of different possibilities to host artists from all genres. That’s why you have
- a main stage (you know, for the big acts)
- a party tent (you know, for those resident DJs)
- an alternative stage (the soon-to-be-big acts)
- an art village (incl. handcrafted stuff, circus, theaters)
“The idea of dividing a market up into homogeneous segments and targeting each with a distinct product and/or message, is now at the heart of marketing theory” — Market Segmentation, Michael J Croft
Now you have a lot of targeted campaigns incl.
- different banners,
- landing pages,
- user flows
for very different
- use cases (remarketing, reengagement)
Both online marketing and rock festivals changed over the years to stay successful. You just have to spot the similarities to understand it better.