For years, advertisers have attempted to target “the right customers” through carefully selected media vehicles. But mailing lists aimed at specific demographic, geographic and psychographic profiles have fallen short so often that a 3-percent conversion rate is considered a big success. Carefully selected TV shows and radio formats have also failed to deliver equally as often. And now e-mail “opt-in” lists are disappointing a whole new generation of advertisers.
Filed under: Advertising, Business Improvement
