Targeting – BMS Notes

• Targeting is a marketing approach that entails identifying certain personas or audiences for particular content. It is sometimes referred to as multisegment marketing. Businesses use target marketing to get greater insight into their target audience and then tailor their ads to appeal to certain segments in order to obtain the best reaction.
• Because it targets the customers most likely to connect with the brand or product, based on a buyer profile, this method is much more successful than mass marketing. These are the most popular of the many important targets:
• targeting by demographic
• These targets are widely utilised in all forms of marketing and are based on a variety of factors, including age, gender, ethnicity, race, income, education, religion, and economic position.
• A tried-and-true marketing tactic that forms the basis of target marketing is the use of demographics. Different customer groups, such as age and gender, may be combined to target certain items in a variety of ways, such as product placement and advertisements.
• A well-known tactic that exploits demographics is the marketing of children’s cereals. When the cereal boxes are placed lower at a child’s eye level (as opposed to where an adult would be looking), the child will ask for the cereal they saw on TV, and their parent will buy it for them. The cereals will be advertised on television during children’s shows using lively cartoon characters. Sales are directly impacted by knowledge about children’s ages, hobbies, and height. Perfected demographic targeting!
• If a certain product is not selling as well as desired, understanding demographics may also aid increase sales. Advertisements aimed exclusively at women in the 25–40 age range may be made if a product is selling well among males in that age range but not among women in that same age range. On the other hand, advertisements targeting women in the 25–40 age range would only highlight these ladies. To reach the intended demographic, birth control advertisements are often shown during programmes that appeal to women in that age range.
• location-based targeting
• This geographic targeting might be as broad as a nation or area or as focused as a city or neighbourhood. It is based on a particular place.
• Also referred to as geo-filtering or geo-targeting, this marketing tactic—which involves obtaining geographic data (such as city, state, and IP address) and then focusing on customers within certain areas—has shown to be very successful in reaching the appropriate audience at the right time.
• An example of this would be distributing advertisements for a nearby vehicle dealership as opposed to advertisements for the brand overall. A local advertisement has a higher probability of generating a sale, even if the global one can spark attention.
• Geographic targeting also creates interest and habit profiles based on the customer’s previous and usual locations, which may be highly helpful in determining which category the consumer belongs to. Practically speaking, knowing the customer’s location guarantees that they are in the market for the product or service you are providing.
• behavioural and psychological focus
• Personality characteristics, past purchases, areas of preference, shopping patterns, “Likes” on social media platforms, views, and more are used in this targeting.
• Understanding the personality of the customer may significantly increase a marketing campaign’s effectiveness. Are they more outgoing or more introverted? Which means that word choice matters a lot. Do they make deliberate judgments or are they impulsive buyers? Consider your finest sales pitch for them. Have they purchased the item already? It’s time to pitch that product to them again or make a similar offer.
• When it comes to determining how to sell a product to a user, leveraging information obtained about their psychological and behavioural patterns via website cookies provides you a significant advantage since it allows you to influence and forecast their reaction more accurately. Maybe the most well-known use of behavioural targeting is in the Facebook Ads algorithm. Sometimes, it feels like a product appears in your Facebook page the instant you think about it. Their application can almost precisely match advertisements to their target audience by looking into your past interactions, hobbies, and personality. Who hasn’t purchased an item after seeing it in a Facebook advertisement that they completely forgot they needed?
• It’s also crucial to respect other people’s viewpoints. Their political opinions, preferred forms of leisure (even something as basic as a tablet reader vs a paper book), and the kinds of blogs they read may all have a significant impact on how a marketing campaign is perceived. When opinions are involved, hitting the right group or missing is what makes a difference. Individuals value their ideas, interests, and beliefs greatly, and disregarding them will have severe consequences.
• There are numerous different ways to target individuals; any group you can place them in might be your target group. Using one of the aforementioned strategies is a certain method to boost your marketing, but there are still many of options to target current consumers differently from prospective new ones in areas like brand recognition and loyalty.
• Behavioral, psychological, and geographic strategies, together with demographics, are ultimately what make target marketing successful. Aiming your content to the particular customer you want to convert will help you achieve great results in your marketing campaigns.
• Mechanism of targeting
• During the phase of obtaining information, the audience is observed. During this phase of targeting, a marketer keeps an eye on customer preferences, discovers which shops they frequent, what they do online, what interests them, etc.
• Through the information analysis step, you may draw conclusions about your target audience’s interests, tastes, communication styles, and purchase habits based on a substantial quantity of data collected from a big number of users. Based on the data you gathered from your analysis, you should target your marketing efforts to the individuals who are most likely to interact with your brand.
• Presenting an informational message, a product, or a service to the target audience financially is achievable in the next step. A message for information and advertising should be developed when the target audience has been identified.

Only information resources that a prospective audience visits are subject to advertising (specific sites, pages, sections of stores, departments of the stores, television broadcasts that are most relevant to your target audience).