A marketing colleague told me about a new buzzword in the marketing world – assassin marketing. Targeting marketing materials and strategies for narrow niche audiences. Similar to a sniper sighting in a single target. This is a finer tuned version of the old shotgun versus rifle approach. Web 2.0 and the long tail approach to digital marketing supports this new approach. In his book Meatball Sundae, Seth Godin describes the concept of finely tuned target marketing – but he dosen’t call it assassin marketing.
Are you dropping bombs via traditional media marketing or are you fine tuning your sights on specific customers in your target market? Where is the value for money spent? One big expensive bomb that may or may not get the markets attention or a lot of single shots which can be designed to give your customer exactly what they want?