Episode 60

Getting Real about Reach

Does mass reach marketing still have value in a world where digital advertising lets brands target their bullseye customer alone?

This week, Elena, Angela, and Rob are discussing the importance of broad reach for business growth, driving long-term demand, and truly effective marketing. Inspired by P&G’s Mark Pritchard’s recent comments on what efficient and effective marketing looks like, they’re talking about everything from the origins of mass reach marketing to reach strategies on digital vs traditional channels.

Topics Covered

• [01:00] P&G’s Mark Pritchard on reach and growing your market

• [05:30] The origin of broad reach marketing

• [09:00] Why marketing channels have different superpowers

• [11:30] Why engaging decision influencers matters

• [17:00] High reach only works when it’s efficient and high-quality

• [21:00] Creative best practices for high reach campaigns

Resources:

2024 Performance Marketing World Article

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