...seem to be bigger when ...
1. Potential to improve your offering digitally is high
2. Sales happen online
3. People talk about your brand already
4. Your brand is well known enough to be talked about
5. Your brand is not well known but the awareness figures you need are minute compared to those of
mass marketing brands.
6. Your brand can't afford classical mass media
7. Involvement with the product category is high
8. Involvement with the brand is high at least in some TGs
9. The brand's or its products' benefits are not trivial for people & society
10. The focused TG is highly digitalized
11. You explicitly & deliberately want to loyalize and emotionally bind of your fans / most valuable clients
12. Your brand's image would be rather damaged by not taking part in new media / new trends