Don't advertise to a target, aim beyond
Aim Beyond Target in front of you When I was studying modern Chinese economics in Changsha in 1998, I found a man to teach me Tai Chi and the basics of Kung Fu. He always said, "unlike boxing (which he considered stupid and wasteful), in Kung Fu you must be flexible and conserve energy. Qi, the energy from within, should be focused when exerted. If you were to punch someone, don't aim for the nose, aim for a point behind the back of the skull." Recently I've been wondering how this can be applied to Facebook advertising. Instead of targeting people with specific interests in a country, how about looking at the diaspora of that nation as well? In the fall we ran an ad that targeted Indonesians. Most of the Indonesian diaspora is found in Malaysia, Saudi Arabia, and the Netherlands. We found that we received visits and likes from Malayasia through Indonesia but nothing from Saudia Arabia nor the Netherlands. The Indonesians living in Saudi Arabia are mainly im...