Efficiently targeting your prospects is clearly an essential step in the success of any marketing campaign.

The stakes are getting raised with many more channels following a "pay-to-play" model, leading to direct costs per click or visit.

It is generally advisable to use both indirect reach (outreach) as well as direct targeting, although either may be very effective. We distinguish targeting as methods or channels that give you control over the people you speak to (such as through profiling, for example).

Targeting techniques include:

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