How Reach Of Social Networks Helps Marketers?
We know that many marketers and media agencies act like reaching consumers is the most important mean in the marketing value chain. Why I disagree it’s all about reach?
I know that reaching consumers is important too, but it’s a mean to an end. Reach is a term introduced by media agencies many years ago, but in my opinion reach is definately not always the holey grail!
I think massive reach can be powerful. But I also feel that reaching a targeted (niche) group consumers can be very interesting. I’ve also learned that reaching a small group of social influentials can be even more interesting to a brand.
Maybe we could even assume that the people reached by ads, do not always move into any direction at all? So creativity in ads is important to create emotion. And emotion is the next step towards engagement. And from many cases I have seen that engaging consumers drives purchase intent much more than just reaching people.
