When it comes to mass marketing , but also in more everyday language, the term broadcasting generally has no great secrets.
But what about its opposite, narrowcasting ? And how do these two methods apply to marketing and digital communication?
Narrowcasting and broadcasting: a definition
The term broadcasting refers to any one-way transmission of messages or content to a large and undifferentiated audience (one-to-many ).
A communication based on it is often structured to meet Germany Phone Number List the interests of as many individuals as possible, such as, for example, via radio and TV .
It is therefore clear that the criteria for distinguishing the final target are very general, consequently this system is best applied to mass marketing .
Conversely, narrowcasting focuses on targeted dissemination of the message to well-defined audiences. In this case, the individual can also interact with the broadcaster.
This dynamic is central to direct marketing , right down to the specifics of one-to-one marketing .
From broad to narrow: changes in communication
But let’s take a step back.
In the early days, advertising promotion and marketing TH Lists based their operation exclusively on broadcasting .
Attention was focused on the product or brand, which had to be presented as better than that of the competition to a unique and vast audience, not particularly segmented.
The sole objective was to intercept the customer during the purchase phase, the actual strategies and their application in business contexts would only come later.
The transition from the so-called Marketing 1.0 to Marketing 2.0 occurs with the spread of the Internet.
Gradually, the digital world takes hold, also as a place for information and discussion between users.
And among the available information, we obviously also find information relating to products and brands.
Greater knowledge and ability to interact make consumers increasingly aware and demanding. Furthermore, increasingly efficient digital tools allow companies to differentiate their communication to make it more specific and effective.
Narrowcasting _therefore it was created to allow for a dialogue to be opened with segments of the public or with individuals, with a calibrated message that intercepts their real interests and desires.
We therefore move from the passive to the active (and interactive) role of consumers.