A look at DMA, zip code, and block group level targeting
Can you visualize who receives your marketing message? Is it 10,000 people or just 100?
Prior to the skillful targeting capabilities applied today, front-door media, like other many other media, was delivered based on zip code or even DMA market saturation. That meant everyone within a zip code (approximately 13,000 households) or a market would receive the same media message regardless of demographic importance or project objective. However, by abandoning this type of approach and moving to the use of US Census block groups — census-defined territories consisting of 100 to 400 households–marketers can now define and execute extremely targeted distributions.
How targeted are we talking about? Here’s a simple map illustration of the difference between targeting at the DMA, zip code, or block group levels.
And here’s a more detailed look at the difference between the zip code and block group levels.
How are you currently targeting your ideal customers? Is your message targeted enough to help achieve your marketing goals?