Let’s say that you’re a marketer without a budget. Or rather, let’s say that your budget is unlimited. Where would you market your product or service? Without concern for cost, you might be tempted to market to everyone; every minute of every day across every possible marketing channel. You could run advertisements on TV, radio, robocalls, email, SMS, mobile push, snail mail, AdWords, Facebook ads, podcasts, blog posts, and whitepapers ad nauseam. Everyone would hear your message. Your company would be a household name. But should it? Would that even make sense for your company? Even if you’re Coca-Cola and you want every man, woman, and child to buy your product, are there cases where it might make sense to hold back?
What if your potential customers feel inundated with all of those meticulously crafted marketing messages, their inboxes and mobile phones flooded with poorly targeted ads? What if they are annoyed by the lack of relevance to their needs? More importantly, what would be the cost of marketing with such reckless abandon? Does it make more sense to be selective about your target audience for each campaign?