Gordon's Chocolate quiere llegar a los compradores de Amazon.com con atributos similares a los de la audiencia actual de la marca a partir de las ventas por Internet de la temporada festiva pasada. ¿A qué tipo de audiencia pueden dirigirse para conseguirlo?

Lookalike audiences are the best choice because they allow advertisers to reach new customers who share similar characteristics and behaviors with their existing customer base. By leveraging data from past holiday season sales, Gordon's Chocolate can identify a seed audience and then use Amazon's algorithms to find other shoppers on Amazon.com with comparable attributes, expanding their reach efficiently. In-market audiences target shoppers actively searching for products in a specific category, which might be too broad if the goal is to find shoppers similar to past purchasers. Demographic audiences target based on general characteristics like age or gender, which is less precise than behavioral similarities for replicating past success.