When it comes to marketing, you’re going to have a hectic time if you’re trying to engage with everybody. Generic messages are likely to not resonate with audiences when as compared with direct and specific communication. This is why targeting in marketing is of great importance. However, it is necessary to understand what targeting in marketing is.
Targeting in marketing is a strategy that breaks down a large market into smaller segments to focus on a specific group of prospects or customers within that whole audience. What this does is define a segment of customers based on their unique characteristics. So, instead of mass marketing, brands use target marketing to put their efforts into connecting with a defined audience within that market.
The types of target markets are often segmented by:
- Demographics: marital status, age, gender, education, race, religion, etc.
- Psychographics: personality, lifestyle, values, beliefs, interests, etc.
- Business Industry: business industry or vertical
- Geographic Areas: city, region, country, neighborhood, area code, etc.
This strategy ensures that business focus on those prospects who will most like enjoy and benefit from their products.
Why Is Targeting in Marketing So Important?
Targeting in marketing is important because it’s a big part of an integrated marketing strategy. It impacts customer experience, as well as advertising, business operations and branding. When your company focuses on target market segmentation, you can do the following things:
1. Speak directly to a defined audience
Marketing messages are highly effective with audiences when readers can relate directly to the information. Brands that have a huge, complex market of customers often struggle with creating and executing marketing campaigns that speak directly to their audience. This is because their viewers are very different or unique so a few slogans or stories can resonate with each person on a personal level. Through target marketing, you can eliminate this problem and focus on creating messages for one specific audience.
2. Attract and convert high-quality leads
When you speak directly to the audience you want to target, you are more likely to attract the right people from that audience. Your marketing will more effectively reach those who most likely want to do business with you. When you connect with the right people, you are then more likely to get high-quality, qualified leads that will turn into paying customers.
3. Differentiate your brand from competitors
When you and start focusing on a smaller segment of that audience and stop trying to speak to every customer in your market, you begin to stand out from the competition in your industry. Customers will choose you over a competitor that isn’t specifically targeting them when they can clearly identify your brand and unique selling propositions. You can make your brand more unique and popular with your positioning.
4. Build deeper customer loyalty
You can create longer-lasting relationships with the ability to stand out from competitors by reaching your customers on a more personal and human level. Customers are more likely to be loyal to your brand and continue to do business with you over a longer period of time when they can identify with your brand and feel like you are an advocate for their specific needs.
5. Improve products and services
Learning about your customers more intimately also helps you perceive your products and services in a new way. When you have a refined and deeper understanding of your target audience, you can place yourself in their shoes and see how you can enhance your offerings. You can see what features you can add to better serve your customers.