Target marketing

 Target marketing

             Target marketing involves identification of potential customers, discovery of the various mediums of delivery preferred to this group and thus promotes goods and services with the aim of capturing the specific group’s attention. Every strategy is aimed at reaching the potential customers. Mass marketing is an approach taken with the entire market in mind and thus one fundamental strategy is applied making use of mass media and mass distribution. It uses mediums such as television and bill boards.

Mass communication rose as a result of the need to spread of the awareness of products and services to a large number of people for increased sales. Targeted marketing on the other hand rose with the coming up of different online advertising mediums and was influenced by the desire to attain a more engaged responsive market.

According to me, targeted marketing is more effective than mass communication. Mass communication may reach a lot of people but not capture a large audience. Targeted marketing is more effective because it is centered on the preferences of specific customers and thus communication is derived from an acknowledgement of customer’s needs, locations and demographics. Goods and services may be targeted on a smaller group which is very likely to respond. It is a cost saving marketing strategy and therefore more effective.

The Information technology market promotes applications targeted on young people. I am a target group to an application called the campus360 which is focused on campus students. The organization is promoting this service through sales persons, through a radio station affiliated to students as well as the student’s newspaper. I think am targeted because the application entails of the student’s needs. The student’s portal can be accessed through campus360 with no costs or hardship and is convenient regardless of one’s location therefore more reliable.

My needs and preferences influence my choice of brands. When a particular brand meets 90% of my needs, is accessible within my reach, has high quality and is at an affordable cost I  am compelled to consider that specific brand.