Marketing historically can be parsed into three major shifts regarding how potential customers were targeted. The first era was demographic targeting. Thus, white forty-five-year-old guys living in the city, in theory, will all act, smell, and sound alike, so they must all like the same products. That was the basis of most media buying. Then, for a hot minute, it went to social targeting, in which Facebook tried to convince advertisers if two people, regardless of their demographics, “like” the same brand on Facebook, they are similar and should be grouped/targeted by those advertisers. That
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