Marketing professor Mark Ritson challenges the idea that precise targeting is the ultimate strategy. Instead, he highlights the power of balancing reach and relevance—a principle backed by marketing science and proven brand success stories.
At ELMA Europe, we know that effective marketing isn’t about choosing one extreme over the other. Brands that thrive combine broad awareness with smart segmentation, ensuring they reach new customers while staying relevant to existing ones.
Are you focusing too narrowly? Read the article to rethink your approach via the below link: