Targeting in marketing is the process of dividing the target audience into segments and designing marketing activities that will reach the segments most likely to be responsive to the marketing efforts. It is a follow-on process from segmentation and is the process of determining the select markets and planning the advertising media used to make the segment appealing. Targeting is a changing environment, and traditional targeting practices of advertising through print and other media sources have made way for a social media presence, leading to a much more web-connected' focus. Behavioral targeting is a product of this change and focuses on the optimization of online advertising and data collection to send a message to potential segments.
The process of targeting generally refers to a three-step process marketers use to find the right segment to target, which is known as STP in marketing. The acronym stands for segmentation, targeting, and promotion. Marketers divide their target audience into segments based on demographic information like age, geographical location, hobbies, interests, or previous purchasing history. Marketing analytics will allow marketers to understand which segments best represent those buyer personas and lead to the best choice for targeting. Marketers also use marketing analytics to determine the best platforms and channels to target the segments they’ve selected.
Identifying the target market is a key part of the decision-making process when a company designs, packages, and advertises its product. A target market is a group of customers with shared demographics who have been identified as the most likely buyers of a company's product or service. Identifying the target market is an essential part of a product development plan, along with manufacturing, distribution, price, and promotion planning. The target market determines significant factors about the product itself. A company may tweak certain aspects of a product, such as the amount of sugar in a soft drink or the style of the packaging, so that it appeals more to consumers in its target group.
In summary, targeting in marketing involves breaking the target audience into segments and designing marketing activities that will reach the segments most likely to be responsive to the marketing efforts. It is a follow-on process from segmentation and is the process of determining the select markets and planning the advertising media used to make the segment appealing.
