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Moving toward audience-focused marketing

Supported by Epiphany

Summary

A lot of time and effort goes into marketing campaigns — coming up with concepts, crafting storylines and messages, designing the creative, scheduling, recording videos, enlisting celebrities (potentially). When this all comes together, they can be very effective too.

No matter how brilliant the idea is, if your audience’s needs aren’t met when it matters, you won’t keep them as a customer. Understanding the audience brings many questions: what device are they using? For what purpose? When are they using them? Where?

Only when you take such context into consideration can you be truly relevant and useful to your audience in a particular moment.

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