Targeting
Multisegment marketing, often known as targeting, is a marketing technique that entails defining unique personas or audiences for specific content. Companies employ target marketing to get a better understanding of their customers and, as a result, design adverts tailored to certain groups in order to increase 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. The following are the most typical main targets:
Targeting certain demographics
These targets are often used in all sorts of marketing and are based on age, gender, ethnicity, race, income, education, religion, economic standing, and more.
Using demographics as a basis for target marketing is a tried and effective marketing method. Particular customers may be targeted for specific items in a variety of ways, from commercials to product placement, by combining distinct categories, such as age and gender.
The sale of children’s cereals is a well-known demographic ploy. The cereals will be advertised on television using exciting cartoon characters, and when taken shopping, the cereal boxes will be placed lower at a child’s eye level (as opposed to where an adult would look), causing the child to ask for the cereal they saw on television, and the parent will buy it for them. Knowing the age and interests (as well as the height) of children leads to sales. At its best, demographic targeting!
Knowing demographics may also assist you boost sales if a product isn’t doing as well as you’d want. If a product sells well in the 25-40 male demographic but not in the 25-40 female population, adverts targeting those women might be designed to increase sales. If a product is targeted at women between the ages of 25 and 40, the adverts will only target women between the ages of 25 and 40. Birth control advertising, for example, are often featured during programmes popular with women in that age range in order to attract the intended demographic.
- Targeting based on location
This targeting is based on a specified place, which might range from a nation or region to a city or neighbourhood.
Gathering geographic information (such as city, state, and IP address) and then targeting consumers within certain locations, also known as geo-targeting or geofiltering, has proven to be a very effective marketing strategy, as it results in ads being sent to exactly the right people in the right place.
Sending out advertising for a local-to-the-consumer auto dealership vs marketing for the brand as a whole is one example of this. A wide ad may generate curiosity, but a local ad is more likely to result in a sale.
Geographic targeting also creates interest and habit profiles based on where the customer visits on a frequent basis or has gone in the past, which may be extremely useful in determining which category the consumer belongs to. On a more practical level, understanding the consumer’s geographic location guarantees that the product or service you’re selling is available in their region.
- Behavioral and psychological targeting
Personality characteristics, prior purchases, favourite destinations, purchasing patterns, “Likes” on Facebook or Twitter, views, and other factors are used in this targeting.
Knowing the personality of a customer may substantially improve the effectiveness of a marketing strategy. Are they more introverted or outgoing? Word choice may make or break a situation depending on which one you’re dealing with. Are they impulsive buyers or do they make well-considered decisions? Consider how you can effectively pitch a sell to them. Have they previously purchased the item? It’s time to try again to sell them that product or anything comparable to it.
Using information obtained about a user’s psychological and behavioural tendencies through website cookies provides you a leg up in figuring out how to sell a product to them, since you can better influence and anticipate their reaction. The most well-known use of behavioural targeting is the Facebook Ads algorithm.
It seems like the moment you think of a product, it appears in your Facebook page. Their technology can nearly precisely match adverts to their target audience by looking at your prior interactions, hobbies, and personality. Who hasn’t purchased something they didn’t realise they needed until they saw it advertised on Facebook?
It’s also crucial to consider other people’s perspectives. Political opinions, leisure choices (even as basic as tablet reader vs. paper book), and the sorts of blogs they read may all have a significant impact on how a marketing endeavour is regarded. When it comes to opinion, knowing whether or not to target the right demographic is the difference between a hit and a miss. People value their ideas, interests, and beliefs, and failing to respect them will cost you dearly.
Targeting may take various forms. Any collection of individuals that you can gather together is a possible target group. While using one of the aforementioned methods is a certain approach to boost your marketing, there are still lots of chances in areas like brand recognition and loyalty, where you target current clients differently than prospective future buyers.
At the end of the day, demographics, geography, psychological, and behavioural techniques are at the heart of target marketing success. Knowing who you want to convert and then tailoring your content to that person may go a long way toward making your marketing efforts a success.
- Mechanism for targeting
During the information collection stage, the audience is observed. A marketer observes customers’ preferences at this level of targeting, learning which shops they frequent, what activities they do on the Internet, what the users are interested in, and so on.
The information analysis step enables you to draw conclusions about your target audience’s interests, tastes, communication techniques, and purchase behaviour based on a huge quantity of data obtained from a big number of people. As a result, depending on the information gleaned from your analysis, you should concentrate your marketing efforts on the individuals who are most likely to connect with your brand.
It is feasible to provide an information message, a product, or a service to the target audience economically at the following step. Following the identification of the target audience, a marketing and information message should be developed.
Only those information resources that are frequented by a prospective audience are advertised on (specific sites, pages, sections of stores, departments of the stores, television broadcasts that are most relevant to your target audience).