Marketers conduct target marketing by doing three key things: segmentation, targeting, and promotion.
- Segmentation: Marketers first divide their overall market into distinct segments based on characteristics such as demographics, location, interests, psychographics, and behavior. This helps create detailed profiles of potential customers, grouping them by shared traits that influence purchasing decisions.
- Targeting: After segmenting the market, marketers evaluate these groups to select the most relevant or profitable segments to focus on with tailored marketing efforts. They align their offerings and messaging to meet the specific needs or values of these chosen segments.
- Promotion: Marketers then develop and deploy customized promotional messages and marketing campaigns for each targeted segment. They use the most appropriate channels and messaging styles to maximize engagement and effectiveness within each group.
These three steps—segmenting the market, choosing target segments, and promoting appropriately tailored messages—form the foundation of effective target marketing strategies.
