In the world of digital marketing that is now really made more fancy by social media, we see and read lots of promotional articles daily and most times, we get too many that we really don't and won't be needing.
Source-Acrobant.
One question I want to ask now is, "How do you measure growth through marketing if there are no target audience?"
These campaigns are endless, expensive and really competitive and users are shown not only stuffs they need, but those they will be needing tomorrow. And sometimes, nothing close to what they really need at the moment or ever.
Target marketing is like programmed marketing designed for a particular person(s). Yes, programmed marketing if you may and they are so fashionably done that you will think you discussed your future needs with the seller.
As a project owner, I have been approached countless times by marketers seeking to sell their services and most of these guys are scammers.
I have come to discover that, these scammers are smarter in marketing than the legal folks. Yes they are and they are so smart that if you are just in a hurry to get your services out there, you will lose your hard earned money.
What is the role of targeted marketing?
The process of identifying customers and promoting products and services via mediums that are likely to reach them is what is called targeted marketing and it is done in such a way that it should reach these individuals and possible sales made.
Target marketing is a subset of the total market for a product or service and isn't the final bus stop for the marketing of the products by the organization.
Targeting a particular crowd or people doesn't mean, there will not be more marketing to be done, it simply means, there is a need to aim sights at a group of customers within a business's serviceable and available market.
The Target? to make sure the people who are really the users of such products get it when they should.
When an organization decides to go into a target market, it means they are breaking a market into segments and then concentrating your marketing efforts on one or a few key segments consisting of individuals who need particular products or services.
- Example.
There are people who reside in mosquito infested areas and it will make marketing sense to have ads that have to do with the elimination and or prevention of the mosquitoes to reach them. You cannot get much lead advertising ice cream to that community as you will when you sell them malaria preventive drugs, mosquito nets, coil and insecticides.
You use the ads space to reach the almost right crowd and hope they then take advantage of what you are offering. Some will come and many will not bother because they may fear the price of your offering may be too high given it was done through the internet.
I once had a discussion with an "all knowing" individual who told me she will never patronize online services because they are mostly scams. An hour and half of trying to make her see the merit in online marketing and services provision signaled that I just wasted that part of my day.
Why you should use targeted marketing.
Source-Statista.
Let's get down to it.
According to Statista, More than $2 billion are spent yearly in advertising and it is also calculated that, between 2018 and 2022 global advertising spending will increase by more than 160 billion U.S dollars, reaching close to 790 billion by the end of that period.
Imagine if these ads are actually all streamlined ti meet a particular audience in target marketing style, that will mean more money for the corporations.
Selling perfumes to a man in need of a bathing soap is not gonna make him become your customer. there should be targets and segments as it concerns what we are offering. The aim shouldn't be about advertising but to advertise to the right audience.
- Funny but true story.
I was once approached by a 'marketer' who was so smooth talking that I was liking his pitch until I asked him what he thinks about my business and he was silent for sometime. I asked to know how he thinks we can becomes relevant in the market he was telling me he had experience in and he couldn't answer because he had no idea what my business is about.
The table is everybody's to stand on and if you are not careful and smart to know, you will never climb the table because, you think it shouldn't be climbed.
I think targeted marketing is key in this age and time and if you are not doing it right, then you shouldn't do it at all.
A good example of targeted marketing can be found in the Steem ecosystem with the tribes catering for specific niches.