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The Risks Associated with Hyper-targeted Marketing

Understand the risks and benefits before engaging in such strategies

We’ve all experienced hyper-targeted marketing, even if we aren’t always aware that it was happening. For example, maybe it was the sneaker ad you were served on Twitter the day after you were sneaker shopping online, or the emailed coupon for a nearby pizza joint when you are traveling, or that email promoting where to find the best babysitters that showed up in your inbox after your first ultrasound. In short, hyper-targeting identifies desired audiences and delivers relevant messages where they are likely to see them. Creepy at times? Yes. But often extremely relatable and, well, right on target.

We know it exists, but can associations use it to their benefit? And are there any risks in deploying hyper-targeted campaigns for your own association?

Yes and yes.

Please select this link to read the complete article from ASAE's Center for Association Leadership.

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