Digital Strategy 101

THE DIGITAL TARGET
DEFINITION USE
Identifiable and reachable networks of
people which either represent the target
market or influence the target in their
purchase process
EXAMPLE
When researching a car, Bob might read a review from Frank (a car expert), talk to
his friend Sue (who just bought a car), or get advice from his Dad (who he sees as a
trusted advisor), all could be considered members of distinct digital target groups.
Mass media targets are mass audiences,
usually expressed in ways like “Men,
25-50 years old.” If mainstream media
channels like TV are a shotgun, digital is
a sniper rifle. Our task is to turn one
mass target into a series of small
networks of people that fit the ideal
consumer or are connected to that
consumer either through their friends or
their interests.
DIGITAL STRATEGY 101, FIRST EDITION BY @BUD_CADDELL 45