Why is targeting in marketing so important?

In Marketing, if you’re trying to reach everyone with an ad, you’re not reaching anyone. Ads with general messages are less likely to relate with specific and the right audiences – which is why targeting in marketing is so important. 

Targeting is a strategy used to break a large market into smaller groups, that relate to the ad that you’re launching. It defines a segment of customers based on their unique characteristics and focuses solely on serving them. 

The main types of market segmentation are: 

  1. Demographics: age, gender, education, marital status, religion, etc. 
  2. Psychographics: values, beliefs, interests, personality, lifestyle, etc. 
  3. Behavior: purchasing/ spending habits, user status, brand interactions, etc. 
  4. Geographic Areas: neighborhood, area code, city, region, country, etc. 

Through effective targeting and market segmentation, brands get more specific about their target market so that a small group of customers or potential customers will benefit from that ad (and not spam everyone else). For example, a business that sells beauty products will target only women that have shown similar interests in these types of products. 

When your brand focuses on target market segmentation, you will be able to: 

  • Speak directly to the right audience 
  • Attract and convert high-quality leads 
  • Differentiate your brand from competitors 
  • Build customer loyalty 
  • Spend your advertising budget more effectively 

Keep in mind that before starting target marketing, your brand needs to create a clear and detailed buyer persona to understand which target markets to focus on. 

If your brand needs help with target market segmentation and creating the right buying personas, get in touch today. 

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Author: Bardha Ajvazi, Project Manager & Digital Marketing Specialist 

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