Online Advertising

Why targeting a small audience can help you reach a larger audience online

By trying to appeal to everyone, you will end up appealing to no-one. A key principle when developing a campaign is that you identify a core inner-circle of people who are likely to respond to it and care about it. This takes courage and conviction. It means that in your messaging, in your creative concept, and in your targeting that you will exclude most of your potential audience, at least initially.