Just as shoes need to be available in a variety of sizes, marketing campaigns must use a mix of approaches to target brand advocates effectively, Sanjay Shetty writes. Marketers should use different channels, content strategies and other variables so every fan gets a message that fits their engagement style, Shetty writes. "There are different kinds of advocates who do different activities. ... If you want to be relevant to these different groups of advocates, you need to segment your program to help them do those activities easily," he writes.

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