Marketing Targeting the correct audience is essential for every business to succeed in the cutthroat market of today. However, how do marketers choose their target audience? The solution is found in comprehending the “Basis of Targeting.” The various targeting bases and how they might aid in the development of more potent marketing tactics will be discussed in this blog.
What is Targeting in Marketing?
Choosing particular groups of potential clients and adjusting marketing initiatives to appeal to them is known as targeting. Businesses can maximize efficiency and return on investment by concentrating their efforts on the clients who are most likely to buy their goods or services through effective targeting.
The Importance of the Basis of Targeting
The basis of targeting helps marketers’ segmentation their audience into meaningful groups. By understanding the different characteristics and needs of these groups, marketers can create personalized campaigns that resonate more deeply with their audience.
Different Bases of Targeting
- Demographic Targeting
Demographic targeting involves segmenting the market based on characteristics like age, gender, income, education, and occupation. This basis is one of the most common as it helps in identifying broad categories of consumers.
Example: A luxury brand might target high-income individuals aged 30-50.
- Geographic Targeting
Geographic targeting focuses on the physical location of customers. It can be segmented by country, region, city, or even climate.
Example: A business selling winter clothing may focus its efforts on colder regions during winter.
- Psychographic Targeting
Psychographic targeting segments customers based on their lifestyles, values, attitudes, and personality traits. This approach digs deeper into what motivates a consumer.
Example: A wellness brand may target health-conscious individuals who prioritize fitness and mental well-being.
- Behavioural Targeting
Behavioural targeting looks at consumer behaviour, including purchase patterns, browsing history, and product preferences. This basis is ideal for creating personalized marketing messages.
Example: An online store might target users who have previously shown interest in a specific category of products.
- Technographic Targeting
Technographic targeting segments customers based on their technology usage, such as device preference or digital behaviour.
Example: A software company may target businesses that primarily use specific software or hardware in their operations.
- Benefit Targeting
This basis focuses on the specific benefits that customers seek from a product or service. By understanding what benefits appeal to different segments, marketers can better position their offerings.
Example: A skincare brand may target customers looking for anti-aging benefits or those with sensitive skin.
- Occasion-Based Targeting
Occasion-based targeting involves focusing on specific times or events when consumers are more likely to purchase.
Example: Retailers often target consumers during holidays like Christmas or Thanksgiving with special promotions.
How to Choose the Right Basis of Targeting
Choosing the right basis of targeting depends on your product, market, and business goals. For instance, a niche brand may benefit more from psychographic and behavioural targeting, while a mass-market brand may rely on demographic and geographic factors.