On today’s episode, Dave Carberry talks to Shannon, Penji’s Partnership Coordinator about his insights on advanced geotargeting strategies, discusses balancing consumer privacy with data utilization, and introduces his unique philosophy of "need working"—a human-centered approach to networking based on Maslow's Hierarchy of Needs.
Here are three things you’ll learn in this episode:
1. Specialized Geotargeting Beyond Basic Fencing: Dave Carberry's company, N Radius, specializes in "geo-tactical" advertising that goes far beyond simple geofencing. They utilize mobile data to identify past device locations (like stadiums or specific restaurants) to build highly targeted audiences. This granular approach, including "geo cookies" and "geo journeys," allows for more precise ad delivery based on observed behaviors and physical locations, rather than broad, less effective radius targeting.
2. Navigating Legislative Challenges and Privacy in Digital Marketing: The advertising industry faces increasing legislative challenges, such as Maryland's product taxation on ad serving that disproportionately affects small businesses, and evolving privacy regulations (like those in Europe and California, and Google's shift away from third-party cookies). These changes restrict targeting in sensitive areas like schools and hospitals, pushing marketers to adapt by emphasizing *first-party data collection* and topic-based audience segmentation.
3. "Need Working" as a Human-Centered Approach to Connection: Carberry introduces his "need working" philosophy, detailed in his book *Stop Networking, Start Need Working*, which applies Maslow's Hierarchy of Needs to social media and professional networking. He advocates for genuine, reciprocal connections where individuals explicitly ask for and offer help based on specific "needs," countering the "look at me" culture of much social media. This approach fosters tighter-knit communities and more meaningful interactions, emphasizing mutual support and insight over self-promotion.
About Dave Carberry & Enradius:
- Website: http://www.enradius.com/
- Website: https://www.needworking.com/
- LinkedIn: https://www.linkedin.com/in/davidcarberry/
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