Targeted Book Summary - Targeted Book explained in key points
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Targeted summary

Mike Smith

How Technology is Revolutionizing Advertising and the Way Companies Reach Consumers

3.9 (18 ratings)
8 mins

Brief summary

Targeted by Mike Smith is a riveting account of the cyberwarfare tactics used by foreign governments to infiltrate and disrupt our democratic systems. It sheds light on the vulnerabilities of modern technology and the urgent need for better cybersecurity measures.

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    Targeted
    Summary of 4 key ideas

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    Key idea 1 of 4

    Targeting is the art of giving the right person what they want at the right time.

    In the past ten years, computers, the internet and smartphones have created a digital revolution that has transformed our global economy. We now have the power to search for anything we want, anytime and anywhere.

    This immediacy has created a new pressure on business to provide products to the right person at the right time – for the right price.

    In one word: Targeting.

    If a company is going to be successful in the digital economy, it must learn how to target.

    This is because the variety of products on the market has exploded. Modern consumers have a clear idea of what they want, and won’t accept a product that is nearly right. But even if a company has created the perfect product for the consumer’s needs, it must also make that product easy to find, or else no one will buy it.

    This is done via SEM or Search Engine Marketing. SEM means making the website that promotes a product as easy to find as possible so that the product is sold and consumers fulfill their needs.

    This is done in two ways. First there is SEO, or Search Engine Optimization, in which strategic web design optimizes the chance of placing a site high in the search rankings. Then there’s paid search, which we’ll look at in the next blink.

    This new world of SEM has opened up a whole new market for advertisers. By combining information collected from search histories and cookies, advertisers can provide ads that pinpoint what consumers want to buy. And if they can acquire space on a high-traffic website like Google – either a high search ranking or a paid search ad – advertisers can offer millions of people exactly what they want.

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    What is Targeted about?

    Targeted (2014) takes you on a journey from the early days of internet advertising to today’s complex online ad exchanges. On the way, the author reveals the vital importance of harnessing the power of Search Engine Marketing or SEM to target the consumers you need to make your company grow.

    Targeted Review

    Targeted (2021) by Mike Smith is a thought-provoking exploration of the ways in which individuals and businesses can harness the power of targeted marketing. Here's why this book is a must-read:

    • It offers insightful strategies and practical tips that can be applied by anyone looking to improve their marketing efforts and increase their chances of success.
    • Through real-world examples and case studies, the book highlights the effectiveness of targeted marketing and demonstrates its potential to drive business growth.
    • With its engaging storytelling and in-depth analysis of consumer behavior, Targeted effectively keeps readers engaged and highlights the importance of adapting marketing strategies to reach the right audience.

    Who should read Targeted?

    • Anyone interested in Search Engine Marketing (SEM)
    • Entrepreneurs who want to learn the advantages and drawbacks of different SEM tools
    • Anyone interested in modern advertising

    About the Author

    Mike Smith has 25 years of advertising experience working for companies like HBO, Forbes Magazine and Hearst.

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    Targeted FAQs 

    What is the main message of Targeted?

    The main message of Targeted is about the dark side of targeted advertising and the impact it has on our lives.

    How long does it take to read Targeted?

    The reading time for Targeted varies depending on the reader, but it typically takes several hours. However, the Blinkist summary can be read in just 15 minutes.

    Is Targeted a good book? Is it worth reading?

    Targeted is a thought-provoking read that sheds light on the dangers of targeted advertising. It's definitely worth your time!

    Who is the author of Targeted?

    The author of Targeted is Mike Smith.

    What to read after Targeted?

    If you're wondering what to read next after Targeted, here are some recommendations we suggest:
    • Paid Attention by Faris Yakob
    • Growth Hacker Marketing by Ryan Holiday
    • This Is Marketing by Seth Godin
    • Success Secrets of the Online Marketing Superstars by Mitch Meyerson
    • The 7 Habits of Highly Effective People by Stephen R. Covey
    • Irresistible by Adam Alter
    • Sensemaking by Christian Madsbjerg
    • The Direct to Consumer Playbook by Mike Stevens
    • Purple Cow by Seth Godin
    • Atomic Habits by James Clear