There are a few different kinds of marketing and advertising, but they can be mostly wrapped up under two headings: passive and active.

Passive marketing is my favourite because it actively respects the nature of the wedding industry. People getting married are normal people, who can’t easily be targeted using Facebook and Google ads because Meta and Google don’t know when the wedding is or even if they are having one. The “Engaged” status is nice, but the context is lacking. Weddings are a luxury spend, they are not necessary: people can get married without a wedding. Weddings are very personal in taste, and taste is hard to account for in an algorithm.

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