Narrowcasting

Have you ever heard of 'Narrowcasting?'  It's not a relatively new term.  It's the opposite of what TV marketers do, they 'Broadcast' their message to millions of viewers.

Narrowcasting played out a big role during the last Presidential election.  Both campaigns utilized Narrowcasting in an attempt to persuade voters.  Each team crafted messages tailored to individual voters based on their political profiles and delivered these messages door-to-door in the final days of the race.

In his 90-minute documentary The Persuaders, Douglas Rushkoff a correspondent for PBS, challenged how marketers are working to break through the clutter utilizing Narrowcasting techniques.

IDES has adopted a Narrowcasting approach so that Resin Manufacturers and Distributors can display pinpoint-precision messages about their materials when resin buyers are actively looking to find and buy plastic.  For example, when users of our Prospector search engines search on Nylon 6 they see an ad from BASF about their Nylon 6 products that links to a landing page with more information about BASF Nylon products.  Talk about hitting the bulls-eye!

In summary: Broadcasting is out. Narrowcasting is in!

- Nathan pottern@ides.com