Mass audiecences can now be identified and targeted very specific. So marketers & advertisers have to learn to make “narrowcasting” instead of  doing “broadcasting.”

In digital, brands do not have to put the same message for all people like they had to do in a TV spot. There a tons of different platforms, habits, activities and clearly definable target audiences in digital media. That is why brands need to re-think the mass media routine of  broadcasting a message to a very large group of people. Here is a fancy expression for the topic; Narrowcasting.

Narrowcasting is not just about doing research, target the right audience or create a robust digital media plan. It is also about creation of the most meaningful content for the relevant target groups living in digital spaces and best possible execution in an engaging way.

Giving an example; your brand can have a conversation with LA-24 in Twitter, whereas it has a more intimate community in Facebook, a playful character in gaming sites, an ambassador programe via influencer outreach in blogosphere and a corporate face & TOV in a website. These are likely to be a part of your digital strategy. You can do narrowcasting!