Why narrowcasting is not just your average ‘term du jour’

Posted on February 4, 2014 by


As 2014 forges ahead, it’s become apparent that our mobile mode of existence is completely enmeshed into our day-to-day lives.

And, as the natural course of technology’s unmitigated development ensues, the concurrent impact of its ever-advancing transformation on those who consistently use mobile (super-users) is equally significant.

Marketers and related strategists tend to closely monitor the significance of this impact to (a) fully grasp the mechanisms and drivers behind the technology and (b) tap into and apply that knowledge to further enhance their respective business (and personal) objectives.

source: blogcdn.com

Indeed, I am stating the obvious here. But in so doing, I wish to also underline how some emerging trends on mobile marketing are not entirely novel; and what’s fleshed out and proposed as new insights are in effect elaborations of key nuances stemming from various iterative developments characterized by the initial trend (e.g., Personalization, Geo-targeting etc).

A recent CIO article perfectly demonstrates this.

Among mobile trends cited in the article, of note is the not-often-trumpeted “narrowcasting“.  Not entirely new to communications and marketing professionals, the self-explanatory term alludes to a very targeted broadcasting approach typically designed for a specialized audience or market segment.

The article further notes how narrowcasting gives brands “the ability to target fewer individuals who are significantly more qualified, usually based around events and shared experiences.”

In other words, why not target the dedicated, super-users of mobile and craft customized end-to-end content/experience that would not only secure successful conversions but also in turn create (dare I say ‘evangelizing’) brand champions.

Today’s underlying theme shines the spotlight on the familiar, tried-and-true principles being applied to reign in the dynamic movement of modern tech and thoughtfully leverage its advancement and complexity.

Lets devote this hour in discussing the implications and potential of a comprehensive, targeted marketing approach as depicted by the proposed resurgence of the narrowcasting trend:

Q1 What is/are the difference(s) between a “personalized” and “targeted” mobile experience? How does one influence the other?

Q2 How would you characterize a successful, quantifiable narrowcasting campaign? What would the timeline, budget and ROI look like?

Q3 What types of context-based marketing tactics would you consider including in a mobile narrowcasting campaign?  Do some market segments benefit more over others with this approach?

Q4 Do you agree that organic reach is “waning on broader social media channels”? Is mobile’s sustainability solely contingent on the strong-but-few user advocates who effectively influence the broader ‘unconverted’?

Posted in: Marketing, Mobility