Targeting is key in any successful marketing campaign, it allows the business to concentrate on a specific group(s) of people you want to reach your marketing message. As discussed in “Segmenting your market”, a market is usually segmented in 5 categories:
Geographic - where do your consumers live?
Demographic - how old are they, what gender are they, what is their income, what is their occupation?
Psychographic - what is their lifestyle like, what is their personality, what are their motives and attitudes? We call this AIO’s (activities, interests, opinions).
Sociocultural - what social class are they in, what are their cultural values?
Behavioural - what is their degree of brand loyalty, what are their motivations, how frequent is their usage?
While these are large categories, targeting is more specific, an example of this may be to target only people aged 20 - 30 (demographically targeted). To successfully choose your target market you must correctly identify the users and traffic that is currently and to be expected on your current and future marketing campaigns. Some may find it suitable to just target broader groups but to truly have a competitive campaign the more detailed and aggressive the targeting the more conversion rates may be achieved.
To identify the correct target market, marketers should be able to compare the chosen group to a set of criteria:
Size - The group should be moderate in most cases, if the group is too large focus may be lost but if the group is too small the campaign may not be efficient. The size should be able to justify the campaign.
Accessibility - The group should be accessible to your team and be able to receive your marketing message, what is the point of marketing the newest laptop to 2 year old babies.
Cost - The campaign should drive revenue and ultimately lead to profit, unless a loss leader campaign is applied.
Differentiation - A reasonable amount of difference between groups should be chosen as focus may be lost, you want to minimise waste coverage to have an efficient campaign.
Now that you have identified a suitable campaign, it is time to create a user profile; a persona. A persona is an ideal consumer of your product or service, a persona usually has a detailed summary and a large variety of characteristics. Here is an example of an ideal consumer of our eCommerce blog.
Now that you have been able to identify your target market, you should be able to have a successful marketing campaign.
Good luck,
The Easy eCommerce Team
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