Identifying and carefully implementing your targeted marketing strategy is one of the most important success factors for any business. This article takes a brief look at the concept of Targeted Marketing, describes the targeted marketing process, and provides tips on finding your ideal market.
What is Targeted Marketing?
Targeted Marketing refers to aiming marketing efforts at a specific audience by using marketing mix,(1) resources, and budget. It is advertising and promoting your product or service to a particular and predefined set of customers, who are the most likely to purchase the product. In other words, targeted marketing aims at limiting the number of people you advertise your product to so that the promotion reaches the demographic which is most likely to purchase the product with minimal cost.
Targeted Marketing is especially useful for small businesses. Various strategies and variables are involved in targeting, such as age and gender, geographical location, season and weather, consumer’s preferences, etc. Targeting also largely depends on the product itself. For example, a product of women’s winter clothing will be advertised in winter or in the pre-winter season in a place where potential female viewers are likely to see it.
Check out the AMA definition of Targeted Marketing Here.
The Targeted Marketing Process: STP (Segmentation, Targeting, Positioning).
Segmentation is the process of dividing the potential market as a whole on identified bases so that the business can select the most profitable segment to advertise to. For example, in our previous example of women’s winter clothing, let’s say we divide the market in two segments on the basis of income. Now, if we are manufacturing expensive clothes, we will be targeting our advertisements to women with greater income levels, and vice-versa.
It is important to identify the ‘basis’ beforehand, which must be something most relevant to the organization’s long-term goals such that profit maximization is possible. For example, for an organization looking to expand its area of operations, it would be beneficial to go for a geographically-based segmentation. That is figuring out where the highest number of potential customers reside and then expanding the business accordingly toward that area.
Targeting is the process of actually making the decision as to which identified segments the product should be marketed to. A business must take in consideration various factors like distance, budget, ROI(2), etc. and decide which segment maximizes the profits and other gains, such as goodwill creation at minimal cost.
A promotional and advertisement campaign is only successful if it resonates with the audience. Positioning emphasizes exactly on that, involving decisions and steps to follow that describe how the campaign is presented to the target audience. In other words, positioning is the actual placement of the marketing campaign in front of the segmented, targeted audience.
Online Targeted Marketing
Online targeted marketing is becoming increasingly popular due to its convenience and larger demographic coverage, which compliments the parallel increase in shipment-based selling like home delivery and online sales.
Online targeted marketing is carried out through various popular websites that present a referral link from where your product can be purchased. It justifies the ‘targeted’ aspect as the advertisement is directed towards the website users who actively show interest either in ways that suggest that they are prone to purchase or are at least interested in such products or services in a general way. For example, a user who visits a page titled ‘Cool Tattoos’ on Facebook may receive an advertisement for a nearby Tattoo place, based on whether they have opted to show location (in which way another segmentation strategy, ‘geographic segmentation’ is availed, and strengthened the possibility of the advertisement showing up). However websites do not publicly reveal their exact targeting algorithms, since that way it would be easily exploitable.
Another type of online targeted marketing is Search Engine Optimization (SEO) for your own website to generate an organic customer base. By posting relevant content on your website you can improve your search ranking. Which is the position your website’s content is displayed when someone makes a search content relating to content on your website. You can read more about Search Engine Optimization here.
And finally, the most successful and free approach to generating organic customers is social media presence and activity. Operating pages under your brand name and posting relevant and relatable content of value for the potential customer is another way of building goodwill for your firm. Simply generating advertisements isn’t marketing. It consists of various other variables like Product, Price, Place, and Promotion(1). Advertisement is merely one of the marketing strategies under promotion. This is especially important for startups looking to acquire a share in an already competitive market. You can read more about Startup marketing here.
How to find your ideal market (conclusion)
Targeted Marketing involves a lot of planning and strategizing. It is impossible to launch a successful marketing campaign without necessary, in-depth market research beforehand. Looking at consumer trends and strategies adopted by rival firms, and then forming a segmentation strategy is helpful. After such trend analysis, you should select the segment which is most lucrative and has potential of shifting brands to yours, which offers them some superior, psychological or real value.
We can help!
Symphysis believes in marketing from the ground up. With our team of dedicated experts we can help in locating your ideal market, segmentation, search engine optimization, and create your own successful brand. For more information call or text @+1 (425) 390-4738 for a free initial consultation.