Developing Better Audiences with the 4 C's

What makes an audience superior to another, anyway? When it comes to advertising, as long as you’re getting your message out and in front of consumers, that’s all that counts, right? Wrong!?

In a world with a 24hr news cycle and an infinite amount of content, cutting through the clutter and connecting with an audience is growing increasingly more difficult. In addition to a saturated marketplace and enhanced competition, marketers are also trying to solve for the ever-fluctuating changes in consumer preferences and behaviors. As such, audience development is crucial for marketers to grow their brand, build meaningful and lasting customer relationships, and maximize the value of their advertising dollars.

Defining Audience Development

Audience development consists of a number of activities that help marketers identify and correlate aspects from a larger audience to refine personalization for the purposes of enriching consumer connection, enhancing new customer acquisition, and increasing long term customer value. When done properly marketers can leverage their findings to inform marketing strategy and optimize campaign messaging to increase the effectiveness of their marketing objectives.?

Regardless of the type of business or audience being developed, the 4 C’s of audience development has been a proven blueprint in assisting marketers achieve their audience development goals.?

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