Targeting

Definition

Targeting is identifying and directing marketing efforts towards a specific audience or group of individuals most likely to respond positively to a product or service.

Description

Targeting is focusing marketing efforts on a specific group or audience most likely to be interested in a product or service. It involves identifying a particular group’s characteristics, behaviours, and needs and tailoring marketing messages and strategies to effectively reach and engage that group. 

Targeting aims to maximise the effectiveness and efficiency of marketing efforts by getting the right people with the right message at the right time.

Importance of Targeting

Targeting is important in marketing for several reasons:

1. Increased Efficiency: By targeting specific groups of people more likely to be interested in a product or service, marketing efforts become more efficient and effective, reducing the resources and budget needed to reach the desired audience.
2. Improved Relevance: Targeting allows marketers to tailor their message and approach to the specific needs, preferences, and behaviours of a particular group, increasing the relevance and appeal of their marketing efforts.
3. Higher Conversion Rates: Targeting improves the likelihood of converting prospects into customers because the messaging and approach are specifically designed to appeal to their needs and interests.
4. Reduced Waste: By targeting only the most relevant audience, marketers can avoid wasting resources on those unlikely to be interested or make a purchase, reducing costs and increasing ROI.
5. Competitive Advantage: Effective targeting can provide a competitive advantage by enabling companies to differentiate themselves from competitors and appeal more strongly to specific customer segments.

Types of Targeting

There are several types of targeting that marketers use to reach specific audiences. Here are some of the most common types:

1. Demographic targeting: This involves targeting based on demographic characteristics such as age, gender, income, education, and occupation.
2. Geographic targeting: This involves targeting based on geographic location, such as city, state, region, or country.
3. Psychographic targeting: This involves targeting based on personality traits, values, interests, and lifestyle choices.
4. Behavioural targeting: This involves targeting based on user behaviour, such as browsing history, search history, and purchase history.
5. Contextual targeting: This involves targeting based on the content of a web page or app where the ad is displayed, such as targeting ads related to sports on a sports website.
6. Retargeting involves targeting individuals who have previously interacted with a company or product, such as those who have visited a website or added items to a shopping cart.
7. Account-based targeting involves targeting specific companies or organisations, rather than individuals, with personalised marketing messages.

Future Aspect of Targeting

The future of targeting will likely see continued innovation and evolution as technology and data become more sophisticated. Here are some potential future aspects of targeting:

1. Artificial intelligence (AI) and machine learning: These technologies can analyze vast amounts of data and identify patterns and insights to improve targeting accuracy and efficiency.
2. Personalization: As consumer data becomes more readily available, targeting efforts will increasingly focus on creating personalized experiences for individual consumers based on their behaviours, preferences, and interests.
3. Cross-device targeting: As consumers use multiple devices throughout their day, targeting efforts must account for this and create a seamless experience across devices.
4. Privacy concerns: With increased scrutiny of data privacy and regulation, targeting efforts will need to balance personalised marketing with respect for consumer privacy.
5. Voice-activated targeting: As voice assistants and smart speakers continue to grow, targeting efforts must adapt to this new mode of interaction and create tailored experiences for voice-activated devices.

Example

An example of targeting by an Indian brand is Amul, a famous dairy brand that targets middle-class Indian consumers. Amul’s marketing campaigns are designed to appeal to the values and preferences of this target audience, including emphasising the importance of dairy in the Indian diet, promoting the brand as a source of quality and affordable dairy products, and using Indian cultural references and celebrities in their advertising.

For example, Amul’s long-running “Utterly Butterly Delicious” campaign features a cartoon character named the Amul Girl, who has become a cultural icon in India. The campaign uses humour and wit to appeal to the Indian middle class and position the brand as a staple in the Indian household. Amul also targets specific segments of the Indian population, such as children, with campaigns promoting their flavoured milk products as healthy and nutritious alternatives to soft drinks.Amul’s targeting strategy has successfully established the brand as a trusted and popular choice among middle-class Indian consumers, with a strong presence across India’s urban and rural markets.

FAQ

What is targeting in marketing?

Targeting in marketing is identifying and reaching specific groups of people most likely to be interested in a particular product or service.

Why is targeting important in marketing?

Targeting is important in marketing because it allows marketers to reach the most relevant audience, increase the efficiency and effectiveness of their marketing efforts, improve relevance and conversion rates, reduce waste, and gain a competitive advantage.

What are the different types of targeting?

The different types of targeting include demographic targeting, geographic targeting, psychographic targeting, behavioural targeting, contextual targeting, retargeting, and account-based targeting.

How is targeting likely to evolve in the future?

Targeting will evolve with artificial intelligence and machine learning, increased personalization, cross-device targeting, privacy concerns, and voice-activated targeting.

What is an example of targeting by an Indian brand?

Amul is an example of an Indian brand that targets middle-class Indian consumers through marketing campaigns that appeal to the values and preferences of this target audience, including emphasising the importance of dairy in the Indian diet and using Indian cultural references in their advertising.