Targeting strategies are generally used in terms of advertising as ways to maximize sales profits by directing marketing projects directly at the most likely consumer base. There are several different targeting strategies but the basic goal of each remains the same, to identify the target market or audience who is most likely going to be interested in buying your product so that you reach the people who will make a purchase. In general, the aim is to spend money reaching only consumers who want your services instead of a wide audience out of which only a few people may be interested in your services or products.
Along these lines, some of the most popular and frequently used targeting strategies are consumer marketing strategy, behavioral targeting, contextual targeting, and segment marketing. The common link of most of these targeting strategies is based around identifying the needs of your target audience and tailoring your marketing efforts so that you meet their needs and wants. Of course, in order for any of these strategies to work to their best they also require the proper consumer research to identify who your target audience is.
A popular offline targeting strategy is to create a brand name and style that carries a stigma that your target audience can identify with. For example, back in the nineties when the economy was still healthy Abercrombie and Fitch marketing affluence and exclusivity at middle class society and as a result created a clothing label out of thin air that was the requirement for all teens and college kids. Their success did not happen overnight as they participated in wide consumer research strategies throughout their period of success to provide what they deemed their audience wanted.
For an online business, targeting strategies include consumer research that focuses on the willingness of their target audience to spend versus the relative need they have for a product. It also focuses on the consumer behavioral habits of consumers which are roughly defined as browsing habits. Then, the real trick is placing marketing advertisements in an area where the target audience surfs that is directed at the research that defines what will make them bite. While it is a twofold process, the payout is that most browsers will take the chance to look at the product offering and maybe purchase versus a wide scale marketing effort that only succeeds in a few people taking a glance.
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