Precision targeter is company or person whose role is to prepare and deliver marketing message to highly specific group of people. Precision targeting is needed to optimize financial resources (marketing budget) and save money by addressing marketing message to customer with high probability of future purchase. Precision targeter must acquire comprehensive database about customers demographic profile, needs, behaviours, activities. Currently this data is collected by analysing online activity in social media, web search and news sites.
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- Taken Smith, K. (2012). Longitudinal study of digital marketing strategies targeting Millennials. Journal of Consumer Marketing, 29(2), 86-92.
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