It has been said that people do not want to feel like marketing targets. It is true that people don’t want pop-up ads obscuring their YouTube videos and blaring at them from their Facebook walls. They don’t want irrelevant messages crowding their in-boxes. In short, people don’t want spam. But if someone’s been comparison shopping online for tyres and suddenly gets a pop-up tyre coupon… that’s a different matter altogether, according to eQuest’s David Bernstein.
This is the genius of good marketing: knowing where your audience is, knowing when they are there, and delivering relevant marketing messages that will get them to act in the desired manner. Sound marketing principles apply to selling tyres or getting people to sign a petition, join a monthly wine club and, as it turns out, apply for a job.