Marketing almost comes synonymous to Business so when business owners think about marketing, they often have the idea about being able to sell to everyone but while the thought might seem canny at the beginning, it is just like preparing non-veg items and inviting vegetarian people for dinner. There’s two faults with the logic. One, that the invitees would feel offended and second, that the food would be wasted. So, it is not rocket science, the fact that businesses need to define a target audience in order to sell their products and establish the brand name.
As for the reasons why, the first and foremost reason is that selecting a target market allows businesses to craft messages that appeal specifically to them. For example, a lipstick marketer would sell more if aimed to approach to the female audience of the age category from teenagers to beyond as men and children do not wear lipstick. Similarly, within the lipstick-wearing female category, a younger audience might prefer to wear bold and dramatic colors whereas elder women might prefer more natural colors. Likewise, such trends could also differ according to geographical areas and factors relating to trendy colors of the season.
Furthermore, marketing to everybody in general is a huge waste of time, money and effort and many businesses do not have the time or resources to reach to everybody. Identifying a target market could allow marketers to narrow down on those most likely to purchase the product. Because demographically, different groups also have unique preferences and travel through the buying process at varied times and speeds. Similarly, when you’re specific about your target market, you are more likely to make an impact as you will be giving people a reason to remember you.
However, targeting a specific market does not mean that you are excluding those people who do not fit into your criteria. Rather, the art of target marketing allows you to focus your money and brand message to a specific list of people who are likely to buy from you, making it a more affordable, efficient, and effective way to reach potential clients and generate business.
In addition to this, understanding your client means that you know clearly about their requirements and would be able to satisfy them so that you would be in turn be able to offer their requirements and discover opportunities to provide some services that may have been overlooked by other competitors. By doing so, you would be able to establish yourself as an expert in serving that market and hence, improve sales. But while defining a target market is a tricky part, once you know who you are targeting, it is much easier to figure out which media you can use to reach to them and what marketing messages will be relevant using the right tone, language, and attitude to appeal to your best prospects instead of mass advertising everybody who have no interest at all in whatever is being advertised and would classify your marketing advertisement as spam.