Have you ever seen a commercial, billboard or online advertisement and thought that the brand or product was talking directly to you? This is no coincidence. Marketers use target marketing to specifically target their products at an identified segment. Marketers realise that there is no point in advertising a product for little girls in a Men’s Health magazine. In a nutshell, target marketing is concentrating your marketing efforts in the right places and getting the product/brand information to the right people.
Marketing was not always like this however, not so long ago marketing consisted merely of placing an ad in the newspaper or magazine, or having a commercial on TV with no real thought about who the product was targeting or how to reach the right segment (Kerr, M ND). This was likely because of the way people were back then, dependable and predictable. The average adult male would get married and get a career and work in the same industry for 30 years then retire. The average women would get married and stay at home raising the kids and doing the housework, as were the times. How things have changed! More and more women have joined the workforce and people change jobs like they change clothes, but what does this mean for marketers?
This change in society has meant that consumers have become less predictable and far less dependable and never before has brand loyalty been so important, and never has the market been more saturated with products and advertising making marketing more difficult than ever before. So how have marketers dealt with these changes? The answer is through the evolution of target marketing. Marketers have had to become smarter and more accountable. Marketers now have to research the best ways to reach their target market and use their resources more effectively. Marketers are now able to speak and connect directly with their desired audience through social media and email making the relationship between marketer and consumer closer than ever before.
Social networking has been growing at an accelerating pace, which has had major implications for marketers (Anthony et al 2007, p.6). With so much data being made through these social networking sites, marketers now must do more research than ever to ensure that they are using the correct channels and reaching their desired audience. It has never been easier for businesses to measure campaign effectiveness and as such marketers have never been more accountable for their work.
It has been such a rapid change and evolution for marketing over the last 30 years and even the last decade in particular with the rise of social networks. Where will we be in 2025? 2040? What new strategies will marketers come up with to reach their target market? It is such an exciting time to be involved with marketing and who knows, it could be the people posting in this Marketing Management blog who come up with the next big marketing idea, which makes many of the existing strategies obsolete!
Click the link below to see a fun take on the evolution of marketing! https://www.youtube.com/watch?v=7QUSN5p2vyQ
– Mason Thorn
Kerr, M ND, ‘What is Target Marketing’, retrieved 29 March 2015, <http://articles.bplans.com/target-marketing/>
Anthony, J, Budden, C, Budden, M & Jones, M 2007, ‘Managing The Evolution Of A Revolution: Marketing Implications Of Internet Media Usage Among College Students’, College Teaching Methods & Styles Journal, Vol. 3, No. 3, pp. 5-10, retrieved 29 March 2015, <http://www.cluteinstitute.com/ojs/index.php/CTMS/article/view/5283/5368>