The history of marketing has been a steady march toward smaller targets: More and more products, services, and messages aimed at smaller and smaller targets.
What if you could target a market of one? We’re getting there. You can already target one company. Here’s a provocative example: Companies are targeting one publication to reach their journalists. Facebook knows where you work (because you tell them). Imagine placing your company in front of everyone who works at the Wall Street Journal or Wired or Popular Photography.
If you travel much, notice the billboards. I noticed a tendency for billboards to be near company headquarters and suspect the target is the company’s own employees and executives. It quiets some internal conversations about marketing effectiveness if the execs see their own ads every day. What if you could advertise into your own CEO’s Facebook, Twitter, and Google streams?