Marketing Campaigns and Their Audience – An ST Group Retail Series
A single marketing campaign across the whole store network might not be the most effective spend. Because of the different market characteristics in each store, a campaign matched to that demographic will often be more effective. Marketing to a young family-orientated market is very different to one targeting mature citizens or a business environment. Which advertising medium is used will also be relevant to the clients of each store. Many media footprints are store-related and so also location dependent. Location Intelligence will impact store performance when both the demographic and the media footprints are incorporated into marketing campaign planning.
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