Great offer? Bad Targeting? You might be surprised by the results

There is a phenomenon where consumer brand buyers will flock to purchase the offer despite the fact that the Audience has not been defined, properly targeted or messaged in a way that drives revenue. This can happen when the product or service is so compelling, when there is so much pent up demand, when there are no competitors, that Audiences will self select. They will find their own way around the barriers to buy what they intend to buy. When a brand matures and competitors come into play, it's a completely different story. The Audience definition and centric applications become a matter of survival.