{"id":19365,"date":"2013-05-15T22:07:20","date_gmt":"2013-05-16T03:07:20","guid":{"rendered":"https:\/\/adpulp.wpengine.com\/?p=19365"},"modified":"2013-05-15T22:07:20","modified_gmt":"2013-05-16T03:07:20","slug":"targeting-is-futile-when-our-audience-is-everyone-everywhere","status":"publish","type":"post","link":"https:\/\/www.adpulp.com\/targeting-is-futile-when-our-audience-is-everyone-everywhere\/","title":{"rendered":"Targeting Is Futile When Our Audience Is Everyone, Everywhere"},"content":{"rendered":"<p>&#8220;Opinions are like assholes. Everybody&#8217;s got one.&#8221;<\/p>\n<p>This little truism is especially true today. We&#8217;re all critics, even when we&#8217;re consumers at the same time. So can brands narrowly target an audience anymore, or will they hear about their marketing from everyone, regardless of whether they&#8217;re the target? Case in point: The recent Mountain Dew &#8220;Goat&#8221; ads that were deemed offensive by almost &#8212; but not quite &#8212; everybody.<\/p>\n<p><a href=\"https:\/\/adpulp.wpengine.com\/wp-content\/uploads\/2013\/05\/images.jpeg\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/adpulp.wpengine.com\/wp-content\/uploads\/2013\/05\/images.jpeg\" alt=\"images\" width=\"259\" height=\"194\" class=\"alignnone size-full wp-image-19366\" \/><\/a><\/p>\n<blockquote><p>Every creative brief I\u2019ve ever been handed contains a section about who the target audience is. Some are very narrow, some are quite broad. It\u2019s futile to try to target even a majority of the population.<\/p>\n<p>Yet when large swaths of the public rise up and complain about an ad or a brand, they get attention. Woe to the brand manager or CMO who says, \u201cSorry, we\u2019re just not talking to you.\u201d All consumers are supposed to matter, and when anyone can write a blog or use the Twitter megaphone, they all need to be heard or placated. In cases where a controversial ad is in question, many people don\u2019t think twice about pouring gasoline on a fire.<\/p><\/blockquote>\n<p>It&#8217;s the subject of <a href=\"http:\/\/www.talentzoo.com\/news.php?articleID=17500\">my new column on Talent Zoo<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>&#8220;Opinions are like assholes. Everybody&#8217;s got one.&#8221; This little truism is especially true today. We&#8217;re all critics, even when we&#8217;re consumers at the same time. So can brands narrowly target an audience anymore, or will they hear about their marketing from everyone, regardless of whether they&#8217;re the target? Case in point: The recent Mountain Dew [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":19366,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[10,161],"tags":[],"class_list":{"0":"post-19365","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-art-of-advertising","8":"category-industry-analysis","9":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Targeting Is Futile When Our Audience Is Everyone, Everywhere - Adpulp<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.adpulp.com\/targeting-is-futile-when-our-audience-is-everyone-everywhere\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Targeting Is Futile When Our Audience Is Everyone, Everywhere - Adpulp\" \/>\n<meta property=\"og:description\" content=\"&#8220;Opinions are like assholes. Everybody&#8217;s got one.&#8221; This little truism is especially true today. We&#8217;re all critics, even when we&#8217;re consumers at the same time. So can brands narrowly target an audience anymore, or will they hear about their marketing from everyone, regardless of whether they&#8217;re the target? Case in point: The recent Mountain Dew [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.adpulp.com\/targeting-is-futile-when-our-audience-is-everyone-everywhere\/\" \/>\n<meta property=\"og:site_name\" content=\"Adpulp\" \/>\n<meta property=\"article:published_time\" content=\"2013-05-16T03:07:20+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/i2.wp.com\/adpulp.com\/wp-content\/uploads\/2013\/05\/images.jpeg?fit=259%2C194&ssl=1\" \/>\n\t<meta property=\"og:image:width\" content=\"259\" \/>\n\t<meta property=\"og:image:height\" content=\"194\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Dan Goldgeier\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@dangoldgeier\" \/>\n<meta name=\"twitter:site\" content=\"@adpulp\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Dan Goldgeier\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.adpulp.com\/targeting-is-futile-when-our-audience-is-everyone-everywhere\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.adpulp.com\/targeting-is-futile-when-our-audience-is-everyone-everywhere\/\"},\"author\":{\"name\":\"Dan Goldgeier\",\"@id\":\"https:\/\/www.adpulp.com\/#\/schema\/person\/3993a6d462c2588126bad610b83fa0c6\"},\"headline\":\"Targeting Is Futile When Our Audience Is Everyone, Everywhere\",\"datePublished\":\"2013-05-16T03:07:20+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.adpulp.com\/targeting-is-futile-when-our-audience-is-everyone-everywhere\/\"},\"wordCount\":215,\"publisher\":{\"@id\":\"https:\/\/www.adpulp.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.adpulp.com\/targeting-is-futile-when-our-audience-is-everyone-everywhere\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.adpulp.com\/wp-content\/uploads\/2013\/05\/images.jpeg\",\"articleSection\":[\"Art of Advertising\",\"Industry Analysis\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.adpulp.com\/targeting-is-futile-when-our-audience-is-everyone-everywhere\/\",\"url\":\"https:\/\/www.adpulp.com\/targeting-is-futile-when-our-audience-is-everyone-everywhere\/\",\"name\":\"Targeting Is Futile When Our Audience Is Everyone, Everywhere - 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While I agree with your analysis about the value of strategic commenting, I wish you would have used a different phrase other than \"target audiences.\" Audiences, are a passive, static group subject to the traditional linear\u2026","rel":"","context":"In &quot;Change Agents&quot;","block_context":{"text":"Change Agents","link":"https:\/\/www.adpulp.com\/category\/change-agents\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":1085,"url":"https:\/\/www.adpulp.com\/highbrow_audien\/","url_meta":{"origin":19365,"position":4},"title":"Highbrow Audience Becomes Target","author":"David Burn","date":"August 12, 2005","format":false,"excerpt":"New York Times: For the first time in the 80-year history of The New Yorker magazine, a single advertiser will sponsor an entire issue. 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Nevertheless, it's a good primer on marketing\u2026","rel":"","context":"With 1 comment","block_context":{"text":"With 1 comment","link":"https:\/\/www.adpulp.com\/marketing_that\/#comments"},"img":{"alt_text":"304_marketingthatmatterscover.jpg","src":"https:\/\/i0.wp.com\/adpulp.wpengine.com\/archive\/2007\/11\/25\/304_marketingthatmatterscover.jpg?resize=350%2C200&ssl=1","width":350,"height":200},"classes":[]}],"jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/www.adpulp.com\/wp-json\/wp\/v2\/posts\/19365","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.adpulp.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.adpulp.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.adpulp.com\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/www.adpulp.com\/wp-json\/wp\/v2\/comments?post=19365"}],"version-history":[{"count":0,"href":"https:\/\/www.adpulp.com\/wp-json\/wp\/v2\/posts\/19365\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.adpulp.com\/wp-json\/wp\/v2\/media\/19366"}],"wp:attachment":[{"href":"https:\/\/www.adpulp.com\/wp-json\/wp\/v2\/media?parent=19365"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.adpulp.com\/wp-json\/wp\/v2\/categories?post=19365"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.adpulp.com\/wp-json\/wp\/v2\/tags?post=19365"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}