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This episode covers the basics of campaign targeting. Geographic targeting (aka 'geotargeting' or 'geofencing'), the 'where' of targeting, defines the geographic location(s) where your ads will run which aligns with where your audience is physically located. The goal is to run ads only in locations that make sense for your business. Demographic targeting, the 'who' of targeting, focuses ad impressions on an audience you define by factors such as gender, age range, income level, education level or more. Combining these two targeting methods, 'geodemographics' is the audience targeting offered by most paid ad platforms. The real power of targeting for your Brand is Psychographics which targets people whose personas, attitudes, and opinions.

This episode focuses on digital marketing terminology in an attempt to clarify what marketers mean when they describe specific disciplines or tactics. I don't expect this episode to have a long shelf life as marketing terms shift quickly. If that's the case, expect an update, or several. If you have questions for future shows, visit our website (westwardmarketinglab.com), send questions via chat or contact form, or post on one of our social channels (links in the header of the website).

The human brain is wired to connect emotionally. When you promote your Brand from this standpoint, you actually align your Brand marketing with the way all humans connect at the deepest level. The neocortex of the human brain is where our logic and reasoning reside. Most companies appeal to the neocortex to prove they are better than their competition. This can trigger purchase behavior but does not foster Brand loyalty. The limbic region of the brain is where humans form emotional connections. It is hard-wired in each of us. This means people are physiologically receptive to Brand marketing at a deep level.  So, get out there and start appealing to our emotions. We're waiting. If you have questions for future shows, visit our website (westwardmarketinglab.com), send questions via chat or contact form, or post on one of our social channels (links in the header of the website).

The human brain is wired to connect emotionally. When you promote your Brand from this standpoint, you actually align your Brand marketing with the way all humans connect at the deepest level. The neocortex of the human brain is where our logic and reasoning reside. Most companies appeal to the neocortex to prove they are better than their competition. This can trigger purchase behavior but does not foster Brand loyalty. The limbic region of the brain is where humans form emotional connections. It is hard-wired in each of us. This means people are physiologically receptive to Brand marketing at a deep level.  So, get out there and start appealing to our emotions. We're waiting. If you have questions for future shows, visit our website (westwardmarketinglab.com), send questions via chat or contact form, or post on one of our social channels (links in the header of the website).

When defining or redefining your Brand it must be;  • Authentic (include key people when creating this) • Emotional / Impactful / Influential • Integrated across all customer touchpoints • Considerate of your customers' journeys • Include key stakeholders in the formation process from the beginning • And more...   If you have questions for future shows, visit our website (westwardmarketinglab.com), send questions via chat or contact form, or post on one of our social channels (links in the header of the website).

This is the pilot episode of the Brand Evolution Show, an introduction to Brand. If you have questions for future shows, visit our website (westwardmarketinglab.com), send questions via chat or contact form, or post on one of our social channels (links in the header of the website).