Narrowcasting

Narrowcasting is a targeted segmentation of media messages which can be used to reach specific audiences. This technique involves choosing who will receive your message based on values, preferences or demographic attributes, usually it is people in one demographic with similar traits. 

Narrowcasting, in contrast to broadcasting, implies certain conditions

Disseminate your campaign to different demographics, tweaking each of those campaigns to comply better with each one of those demographics values, interests, preferences, and so forth.

Make sure campaign is only available to specific groups of people, this can be done by the sender who chooses who is best suited to receive said campaign or by the receiver that chooses which campaign he wishes to receive.

High levels of relevance of campaign to the receiver, by using techniques to select to whom to send plus combined with the possibility the receiver can also choose what to get, makes for a much more relevant campaign overall.

When referring to narrowcasting, the first thing one may ask is probably – Why? How accepting would people be of narrowcasting mechanisms on their channels? Is narrowcasting enough to guarantee total privacy and security on these social networks? In order to understand these issues, one has to understand the differences between narrowcasting and broadcasting.

Types of online narrowcasting

In order to develop narrowcasting ideas for the current social networks available, it is important to explore which techniques exist on the internet on different kinds of websites and even those that have little or no relevance for social networks but they are still means of online narrowcasting. By doing so, we can better understand these current mechanisms that are in place on the internet and see which would adapt themselves better to social networking sites. So here are some existing narrowcasting techniques that you can use or just know about.

Email campaign: Opt-in subscription campaigns are a terrific way to expand reach and are particularly useful if you want to zero in and expand on topics that are currently explored on your blog campaign. They are a good accessory for all retail or service businesses and can be used to blast out product updates online offers as well.

Premium Content: Provide excerpts of your content in the broadcast channel in order to get people to engage our premium content in the narrowcast channel. 

Members-Only Networks: Private members-only forums or social networks are a useful way for businesses to leverage the brand interest of existing and potential customers. By providing a channel for readers or customers to provide feedback, you are allowing them to talk about your brand. This added activity and interaction has the benefit of developing visitor loyalty.

Social Media Mullets:  The Mullet is a social media marketing strategy which involves the creation of targeted content away from your main channels, as a means to appeal to specific social media websites or communities. Your regular users are not able to access this content as it will only be a narrowcaster to the social media community.

RSS-Only campaign: This involves the production of campaigns only viewable by users who subscribe to your web feed. This is useful if you want to encourage subscriptions and it can be combined with the mullet for extra promotional strength.

User-Generated News: Social news elements can be added to your product/website to provide relevant news for the users. Visitors can participate in the organization of content by voting for news which they find interesting. User generated news and individualized customization will also allow you to promote the site as a resource hub.       

Narrowcasting based on categories

There is a way to automatically separate people into different groups, that have something in common, of people inside the users network. This way marketers would not have the hassle to actually create their own lists and also their lists dynamically update themselves whenever someone changes something on their profile, a friend leaves Facebook or you add a new friend. This led to a category-driven filter kind of tool with its categories being: Age , Current Location , Gender , Relationships , Home Country and finally Relationship Status, Married and In a relationship. There are many groups that can be created using Likes, Dislikes, por Feedbacks. 

Summary:

Narrowcasting means to share information or content directly to a targeted and select audience instead of spamming.

High attention value

Your visitors will automatically look at the screens where the cast is screened. This ensures you that your message will get across in a forest of posters, POS etc. 

Be relevant

With narrowcasting it is very easy to make changes to your message. This way you can keep your message up to date as it will be screened immediately.

Well aimed message

As mentioned, you can aim your message very directly. Depending on the time, place and date you can cast your specific message. This way your message is more relevant and will be read with more attention.

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