Episode 187 of Digital Marketing Radio features 'Hypertargeting & Advertising', chapter 6 from 'Digital Marketing in 2017'. Get your copy of the book over at DigitalMarketingin2017.com.

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Many businesses have no need or desire to target international business. In fact, most businesses are local in nature.

It’s therefore very important that these sorts of businesses are highly efficient when it comes to reaching out to prospects. This chapter is dedicated to being as laser-targeted as possible when it comes to attracting the optimum audience, whether it’s organic or paid.

32) Take personalisation to the next level – Joe Apfelbaum

For Joe Apfelbaum from Ajax Union a big part of being hyper-targeted is being highly personalised.

Joe says: “Marketing is always changing, what worked yesterday will not work today. What works today might not work tomorrow.

“One of the most annoying things about marketing is the lack of personalisation. When you get an email that is clearly not intended for you, it’s a waste of time, money and resources.

“2017 is he year that we take personalisation to the next level. With the new data that we have on consumers and technology that lets us identify prospects – and only market to the relevant personas – we will be able to get people the value they deserve and have our marketing dollars spent more efficiently.

Read more in the book - get your copy of 'Digital Marketing in 2017' over at DigitalMarketingin2017.com.