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How target marketing can backfire

Nowadays, companies find that targeting a particular audience is much more fruitful than targeting mass audience. But sometimes, it may happen that targeted audience do not buy the product, and hence targeted marketing backfire. A recent study conducted at Dartmouth College, explores what happens when identity marketing misses the mark. The research was based on two types of identity marketing,

        Marketing that simply references consumer identity

        Marketing that explicitly ties consumer identity to a brand purchase

This research suggested that consumers are less likely to buy a company’s product which explicitly links an identity. The reason behind this is, while people may be drawn to brands that fit their identity, they are also more likely to desire a sense of ownership and freedom in how they express that identity. For more details please visit Elizabeth Palermo’s article link:

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Tuesday, 21 January 2020
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