Episode 10
How to Target Your Audience on Mass Marketing Channels
Reaching large audiences is powerful. But they still need to be the right large audiences. Because even the biggest brands can't afford to skip targeting. Even on mass-reach marketing channels like TV, radio and print.
In this episode, Elena, Angela and Rob are joined by VP of Strategy Dan Cleveland to discuss the MarketingWeek article “Even sophisticated mass marketers need targeting.” The team explores the marketing industry’s shift toward mass marketing, but homes in on the need to use mass marketing strategically to drive meaningful results. Like how mass marketing does not equal marketing to everyone you possibly can. (And how mass media can be used for performance marketing, too).
Topics Covered
• [02:25] Recapping Mark Ritson’s article “Even sophisticated mass marketers need targeting”
• [05:45] Using mass media for strategic growth beyond digital
• [10:00] How to better define and understand your target audience
• [17:00] Using response to guide targeting for brick-and-mortar businesses
• [20:00] Using incremental reach to drive performance
• [23:00] What does good budget stewardship look like?
Resources:
2023 MarketingWeek Article
Today's Hosts
![Elena Hengel image](/images/PodcastHost-ElenaHengel.png)
Elena Hengel
Director of Marketing
![Angela Voss image](/images/PodcastHost-AngelaVoss.png)
Angela Voss
CEO
![Rob DeMars image](/images/PodcastHost-RobDemars.png)
Rob DeMars
Chief Creative Officer
![Dan Cleveland image](/images/PodcastHost-DanCleveland.png)
Dan Cleveland
VP of Strategy
Episode 10
How to Target Your Audience on Mass Marketing Channels
Reaching large audiences is powerful. But they still need to be the right large audiences. Because even the biggest brands can't afford to skip targeting. Even on mass-reach marketing channels like TV, radio and print.
![How to Target Your Audience on Mass Marketing Channels How to Target Your Audience on Mass Marketing Channels](/images/podcast-TMA-coverart.png)
In this episode, Elena, Angela and Rob are joined by VP of Strategy Dan Cleveland to discuss the MarketingWeek article “Even sophisticated mass marketers need targeting.” The team explores the marketing industry’s shift toward mass marketing, but homes in on the need to use mass marketing strategically to drive meaningful results. Like how mass marketing does not equal marketing to everyone you possibly can. (And how mass media can be used for performance marketing, too).
Topics Covered
• [02:25] Recapping Mark Ritson’s article “Even sophisticated mass marketers need targeting”
• [05:45] Using mass media for strategic growth beyond digital
• [10:00] How to better define and understand your target audience
• [17:00] Using response to guide targeting for brick-and-mortar businesses
• [20:00] Using incremental reach to drive performance
• [23:00] What does good budget stewardship look like?
Resources:
2023 MarketingWeek Article
Today's Hosts
![](/images/PodcastHost-ElenaHengel.png)
Elena Hengel
Director of Marketing
![](/images/PodcastHost-AngelaVoss.png)
Angela Voss
CEO
![](/images/PodcastHost-RobDemars.png)
Rob DeMars
Chief Creative Officer
![](/images/PodcastHost-DanCleveland.png)
Dan Cleveland
VP of Strategy
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