Why REACH Beats TARGETING When Building a Brand - cultbranding.com
In marketing, targeting is often hailed as the holy grail. With today’s digital tools, we can zero in on precise audience segments—down to job title, purchase intent, or even what someone had for lunch. It’s no wonder that many marketers, especially those focused on performance, have come to view reach as inefficient or even wasteful. But if you’re looking to build a lasting brand and a passionate following, it’s time to challenge that belief. The Misconception: Treating TV Like Digital When marketers hit the limits of digital performance, they often turn to broader channels like TV or streaming. But instead of using these platforms for what they do best—mass reach—they try to make them act like digital. They segment. They over-target. They avoid “waste.” And in doing so, they often miss the real opportunity. The Reality: Reach Drives Better Returns It might sound counterintuitive, but reach actually delivers stronger long-term ROI than hyper-targeting. Here’s why: 1. You Build Mental Availability Consumers don’t make decisions in neat, linear paths. Most buying decisions are subconscious, emotional, and influenced long before the moment of purchase. Broad reach builds mental availability—the likelihood that your brand comes to mind when someone is ready to buy. […]
