Marketing Article Review
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Article Review of Are You Targeting Too Much By Gian Fulgoni
The thesis of the Article
Fulgoni notes that the pace of technology has brought a new addiction to audience-based buying which has enabled the marketers to achieve laser-like precision while conducting marketing campaigns. For instance, digital marketing allows marketers to target buyers with behavior such as the brand loyalists of a product. Fulgoni observes that one would expect that hyper-targeting in marketing will increase the repeat purchases (2018). Nevertheless, he posits that hyper-targeting is a quick fix that will only achieve short-term goals while jeopardizing the long-term competitiveness and sustainability of a brand (Fulgoni, 2018). The author uses case studies, research statistics and quoting authority figures in marketing to drive his point home.

Why the Author is Writing About the Topic
There are several reasons why the author is writing about the topic of hyper-targeting in marketing. Firstly, the author wants to clear the air about the notion that over targeting will bolster a brand’s success in the long run. With the advent of digital marketing, marketers think that they can achieve sales growth through a hyper-targeted campaign (Fulgoni, 2018). Fulgoni demolishes this belief and challenges marketers to cast a wider net as it will improve the brand’s chances of success. Secondly, Fulgoni writes about this topic to show companies how they can get a high return on investment for every dollar they spend on a marketing campaign (Fulgoni, 2018). By emphasizing the need to focus on the long-term success of a brand, Fulgoni challenges companies to invest their marketing funds wisely.

What Facts are Presented
Fulgoni uses facts to convince the readers that his argument is accurate. For instance, he uses Proctor and Gamble’s admission that the company targeted too narrowly thus missing the benefits of mass targeting (Fulgoni, 2018). Through this fact, the author aims to convince readers to rethink hyper-targeting while conducting marketing campaigns. Besides, to illustrate the inefficiency of a too narrowed marketing activity, Fulgoni cites the research by Omnicom Agency Hearts and Science which revealed that 47 % of adults aged between 22 to 45 opt for either digital video or Over the Top viewing.

For this reason, they do not watch television content in the traditional manner (Fulgoni, 2018). Furthermore, Fulgoni includes the insights of industry leaders and leading scholars in marketing. To illustrate, the author quotes Bryon Sharp, a marketing professor saying, ‘sales growth won’t come from relentlessly targeting a particular segment of a brand’s buyers,’ (Fulgoni, 2018). And then, Fulgoni also considers the insights of Unilever CMO, Keith Weed who noted that hyper-targeting would only reinforce the people who love a brand while leaving out potential customers (Fulgoni, 2018).

How the Article Relates to Other Readings
The information in the article agrees well with the content of the other readings. To illustrate, in Chapter 3 of A Framework for Marketing Management, Kotler& Keller (2016) emphasize the essence of using market intelligence to advance the businesses long-term goals. On his side, Fulgoni takes Kotler and Keller idea the next step by establishing practices that reduce the effectiveness of market intelligence such as hyper-targeting. Additionally, Kotler and Keller’s recommendation that marketers should conduct surveys to a broad group of people agrees well with Fulgoni’s assertion that mass marketing will help marketers to be more productive. In Chapter 4, Kotler &Keller (2016) outlines the ways to build brand loyalty and long-term relationships such as delivering value to the customers. Thus, given that Fulgoni’s article promotes practices that lead to long-term brand success such as cultural awareness, loyalty, and cultural relevance, it is closely associated with the class readings. Also, in the Marketing Malpractice by Christensen et al. (2005), the authors discourage narrow targeting as vehemently as Fulgoni does in his article and therefore, the two articles aim at achieving the same purpose.

Critique of the Article
This was well-conducted research if one considers that the author succinctly identified the article’s thesis and then maintained objectivity throughout the paper. The research objective set the tone of the paper, and its clarity makes it easy to identify. The facts used by Fulgoni also illustrate that he conducted thorough research before making his conclusions and recommendations. For example, quoting the CMO’s of Unilever and Proctor &Gamble added weight to the author’s arguments (Fulgoni, 2018). Also referring to the research by Omnicom Agency Hearts and Science illustrated that Fulgoni’s assertion was not based on his opinion but from a critical evaluation of past studies. The use of subheadings in the article made it engaging in capturing the attention of the reader to the last word. Nevertheless, Fulgoni used statistical figures very scantly which might lead one to question the accuracy and relevance of his statements.

Conclusions and Recommendations
Fulgoni concludes the article by calling upon marketers to focus on marketing strategies that will promote the long-term success of the brand. The use of determinants like cultural relevance, awareness, brand loyalty, and favorability will enable companies to build long-term relationships with the consumer (Fulgoni, 2018). The author recommends that companies should use media which capitalize on the benefits of both the broad and narrow targets as well as to use digital channels to reach targets who are not exposed to television advertisements. Fulgoni also encourages firms to perform a holistic evaluation of cross-platform campaigns to determine the success of every platform (2018). Finally, Fulgoni proposes a measurement of the impact of a campaign on the brand image and sales of a product.

Christensen, C. M., Hall. T & Cook, S. (2005). Marketing Malpractice: The Cause and the Cure. Harvard Business.
Fulgoni, G. M. (2018). Are You Targeting Too Much? Effective Marketing Strategies for Brands. Journal of Advertising Research, 58(1), 8-11. doi: 10.2501/JAR-2018-008

Kotler, P., & Keller, S. (2015). Framework for marketing management. Pearson Education.

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Gian Fulgoni And Author Uses Case Studies. (June 1, 2020). Retrieved from