A Way to End Ego Marketing

Actor and vocalist Bobby Darin once said that "Conceit is thinking you're great - egotism is knowing it." Ego marketing, or the practice of marketing a product based on the notoriety of the manufacturer (rather than the usefulness or benefits of the product), has been a growing trend of late. However, experts suggest that this model could be losing its efficacy under the spotlight of online marketing and social media.

"Making your marketing campaigns all about how great your company is instead of how your products can improve the lives of potential customers will only get you so far," Tal Nathan, vice president of client relations at Stronghold, told ClickZ News. "Savvy consumers will quickly see through self-important messages. Ultimately, consumers want to do business with brands they can respect and trust, and dominating a conversation is one of the quickest ways to end a relationship."

Perhaps this is the reason some companies have made the switch from "bragging" to "branding." When a company is successfully able to brand itself as an innovative and trusted provider, it will no longer be necessary to pitch the company along with the product. This enables marketers to focus the conversation with the right set of consumers and on how a particular product or service will provide real value.

Marketers will increasingly be dependent on finding efficient ways to identify the most qualified audience for any given product or service. IP Audience Zones is an audience targeting solution by Semcasting that can help marketers achieve just that. By using over 120 demographic variables and patented genetic algorithms to create highly customized predictive models, Semcasting helps marketers target their online audiences down to the sub-zip code level by creating 5.2 million targetable zones across the U.S. By targeting online consumers within their digital neighborhoods, marketers can ensure that they reach the most qualified audience every time. IP Audience Zones offers 77 times more accurate targeting than zip code geo-targeting by creating clusters, with an average of 146 people as opposed to the 11,000+ that are found in an average zip code. Through IP Zones, Semcasting helps marketers identify the right qualified audience without relying on cookies and with 100 percent coverage every time.