Expand your reach in a digital world

Abstract

How do we answer the fast changing needs of our audiences? How we define who they are, and what is attractive to them? What can we learn from the best designed campaigns that target their audiences with great accuracy? And is there a way to avoid mistakes that can cost us a lot if we make bad decisions? This paper is an overview of how we can reach and keep a larger audience with the message we send, by analysing several cases of successful marketing campaigns: both from the commercial, and non-profit sector.