Beyond Digital: Justin Oberman on the True Meaning of Targeting in Marketing

In a recent LinkedIn post, Justin Oberman challenges the conventional understanding of digital marketing’s promise of perfect targeting, arguing that genuine connection goes far beyond data and algorithms. Oberman posits that the industry’s focus on technological capabilities has overshadowed a more fundamental aspect of successful outreach: human care and recognition.

Oberman begins by questioning the very definition of targeting in the digital age, noting the initial lofty promises of personalized advertising. He writes:

“The prophets of digital advertising told us that, not only would you be able to advertise to people who actually want to buy your product, but that you would also finally be able to advertise to anyone based on who they actually are.”

The Illusion of Digital Precision

The core of Oberman’s argument is that despite advancements in technology, true, meaningful targeting remains elusive. He illustrates this point with a personal anecdote related to the Jewish holiday of Purim. Oberman explains his attempt to find examples of major brands acknowledging this holiday on social media, a task he expected to be simple given current personalization tools.

However, his search yielded scant results. Oberman recounts his findings:

“I found none. So I decided to look through 200 years of advertising history. I found exactly one. A Maxwell House ad. From 1964.”

This lack of contemporary examples, Oberman suggests, highlights a significant gap between the theoretical potential of digital marketing and its practical application in fostering genuine connections with specific consumer groups.

Targeting as an Act of Caring

Oberman proposes that true targeting is not merely a technological feat but an emotional and relational one. He argues that the focus should shift from simply identifying the ‘right people’ to demonstrating that a brand ‘sees’ them.

The Human Element in Advertising

According to Oberman, the effectiveness of advertising lies in the demonstrated effort and care a brand extends towards a particular audience. He emphasizes that this consideration, even if purely strategic, can have a profound impact.

Oberman elaborates on this idea:

“My point is to remind you that targeting has nothing to do with digital, technology, surveys, data, or even AI… Because targeting, true targeting, is not just about hitting the right people. It’s about caring about them as well.”

He further suggests that brands might be surprised by the positive reception an ad acknowledging a specific cultural or religious event could generate, especially when such recognition is public and appears to stem from a place of genuine consideration rather than obligation.

Showing, Not Just Seeing

Concluding his post, Oberman reiterates his central thesis: effective targeting is about reciprocity and acknowledgment. It’s about a brand actively demonstrating that it understands and values its audience.

As Justin Oberman puts it:

“True targeting is not just about letting people see you. It’s about showing people you see them.”

Oberman’s insights serve as a timely reminder for businesses to move beyond the metrics and algorithms, and to cultivate marketing strategies that prioritize empathy and genuine human connection.