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: http://www.businessnewsdaily.com/6277-how-targeted-marketing-can-backfire.html