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Targeting in marketing is a strategy that breaks a large market into smaller units to concentrate on a specific group of customers within that audience. It defines a segment of customers based on their unique characteristics and focuses solely on serving them. Rather than trying to reach an entire market, a brand uses target marketing to put their energy into connecting with a specific, defined group within that market. The types of target markets are often segmented by characteristics such as demographics, psychographics, business industry, geographic areas. This process helps a marketer better define the buyer persona and more clearly position the value proposition to the target audience. As a result, they improve marketing effectiveness. For example, a brand like Horlicks mainly targets parents with growing young children who want their children to get the required nutrition to grow in every aspect and attain overall development. The strategies designed to promote Horlicks would not be the same in case of any other brand say Special K which majorly cater to obese individuals looking to cut down their calorie intake. The target market for Kellogg’s K Special would absolutely be different from Horlicks.

There is a need for target marketing so organizations can use similar kind of strategies to promote their products within a target market. They can adopt a more focussed approach in case of target marketing. They know their customers well and thus can reach out to their target audience in the most effective way.It impacts advertising, as well as customer experience, branding, and business operations.

The market targeting strategy depends on several characteristics of the company. When choosing a market targeting strategy, the company should consider the company’s resources, the degree of product variability, market variability, product life cycle and competitors marketing strategies. Then, a concentrated market targeting strategy or micromarketing will work best.

Targeting in marketing serves brands and consumers. It improves marketing strategies and audience experiences, builds brand awareness and loyalty, and even leads to better products and services. Plus, target marketing makes it easier for brands to reach audiences in an authentic, more meaningful and personal way.