Shotgun Approach

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What Does Shotgun Approach Mean?

A shotgun approach, in the context of marketing, is a strategy where a promotional campaign for products or services targets as large of an area or population as possible. Some typical strategies under the shotgun approach include paying for advertisements on popular televised events, buying ad space across multiple websites and sending out mass mailings and emails.

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Techopedia Explains Shotgun Approach

The shotgun approach comes out of the philosophy that more is better. Advertisers seek to gain the attention of the largest possible crowd in hopes that the number of eventual purchasers will be equally large. The shotgun approach was used most effectively with credit cards. Companies would mail offers out to every home or apartment within an area code – a practice known as carpet bombing.

While the Internet hasn’t eliminated the shotgun approach – in fact, many companies use the Internet to reach wider audiences – it has offered an alternative. More companies are now opting for the "rifle approach," where specific groups of consumers are targeted through their social networks and online browsing habits.

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Margaret Rouse
Editor

Margaret jest nagradzaną technical writerką, nauczycielką i wykładowczynią. Jest znana z tego, że potrafi w prostych słowach pzybliżyć złożone pojęcia techniczne słuchaczom ze świata biznesu. Od dwudziestu lat jej definicje pojęć z dziedziny IT są publikowane przez Que w encyklopedii terminów technologicznych, a także cytowane w artykułach ukazujących się w New York Times, w magazynie Time, USA Today, ZDNet, a także w magazynach PC i Discovery. Margaret dołączyła do zespołu Techopedii w roku 2011. Margaret lubi pomagać znaleźć wspólny język specjalistom ze świata biznesu i IT. W swojej pracy, jak sama mówi, buduje mosty między tymi dwiema domenami, w ten…