From Broadcast to Narrowcast

E-mail lends itself to personalization and is more efficient as a form of communication. It is also cost-effective.



For decades now, marketers have relied on broadcast approaches — exposing their messages to as many people as possible, with the emphasis on customer acquisition rather than retention. But more sophisticated “narrowcast” techniques have emerged, enabling marketers to direct their messages to the most likely buyers. For meeting professionals, adopting a narrowca

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