Now that addressable media include not only direct mail and telemarketing, but also digital and an ever-growing part of television, the age-old question demands to be answered: To whom should I be targeting? It's obvious that one should protect the current customer base. But that's a leaky bucket strategy. Byron Sharp and others hasten to point out that a brand must constantly bring in new customers. One way brands try to do this is by reaching current customers on the assumption that new customers will look exactly like the old ones. Another approach is to target category users, thereby reaching one's own brand users and also users of competing brands.
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