Marketing: Targeting

You can’t aim your product at every consumer. Well, you can. But it’s unwise. Rarely do you see a marketing campaign which manages to appeal to multiple consumer groups at once. This is why businesses will typically research and segment the market, and identify key customer groups to direct their product marketing towards. Focusing on specific audience segments and centering your marketing efforts around them is otherwise known targeting. It plays a key role in bringing a product to the market as it helps a business focus on the right customer groups, build effective campaigns, and forge profitable relationships with customers.

In this course, we explore the process of targeting as part of a marketing strategy by looking at how effective targeting improves the overall focus and structure of marketing campaigns.