精準行銷還是大眾行銷？—觸及率及精準度的平衡

 行銷總監（Chief Marketing Officer, CMO）所需要肩負的責任隨著時代發展不斷地在變化，且其平均任期也在不斷下降。行銷人員他們被迫要像他們鎖定的、隨時掛在社群媒體的消費者一樣，像個重度FOMO（Fear Of Missing Out）患者一樣，唯恐錯過「下一件大事（the next big thing）」，並擔心他的競爭對手比他還會利用「下一件大事」，來進行行銷企劃，更憂心被趨勢所淘汰。
P&G的品牌總監（Chief Brand Officer, CBO）Marc Pritchard在最近的一次訪問中說到：「過去我們在精準選擇目標市場的行銷活動太多，導致鎖定的目標市場範圍太窄。現在我們在思考該怎麼做什麼才是最好的方式，既能接觸最廣大的受眾，同時又能鎖定很精準的目標市場。」
Marketers are under pressure. As the area of responsibility for CMOs changes and evolves, their average tenure is on the decline. So, it’s no surprise that, just like the social media-fuelled consumers they are targeting, marketers are subject to intense FOMO: Fear of Missing Out on “the next big thing”. 
Fear that your competitors are making better use of “new big things” than you are. Fear, above all, of being seen as behind the curve. 
This fear has led some marketers into decisions which, with hindsight, they might consider rash – hence the recent comments by what is the perhaps the most reliable bellwether of advertiser thinking. 
Marc Pritchard, chief brand officer of Procter & Gamble, was quoted in a recent interview as follows: “We targeted too much, and we went too narrow. And now we’re looking at: What is the best way to get the most reach but also the right precision?”