Target Marketing is about discovering who your “best” customer is. When you know that, you can focus your marketing on the people who are most likely to buy from you.
It is an essential part of any marketing strategy, along with your product or service, distribution channels, price and promotion. All your marketing efforts are made easier and more effective when you know your ideal customer.
As Entrepeneur.com says, without a target, your marketing is “… like firing 10 bullets in random directions instead of aiming just one dead center of the mark – expensive and dangerous.”
Gone are the days when you could say, “I’m targeting 25 to 45 year olds.” People are so busy doing their own things – a 30-something woman could be home raising children, while another is deeply entrenched in her career.
There as many factors to consider in finding this perfect specimen. Geographical considerations may not even apply in the digital age. Demographics bring together statistics on age, gender, income, occupation and the like, which can well be misleading. Psychographics look at attitudes, values and lifestyles. Behavioral factors are in the mix, as well. The truth is, the human animal is hard to pin down. People are often recreating themselves and having or choosing to have their lives turned inside out.
It takes an expert to help sort this out.