The verbiage used in a company’s marketing campaign says a lot about what kind of customers they’re trying to target.
For example, take McDonald’s— this is a company that went from “I’m lovin’ it” to being pushed into the fire of Super Size Me (the documentary that illustrated just how unhealthy the fast-food chain’s menu is).
This compelled the corporation to move its marketing strategy toward one of transparency and healthy lifestyle accommodation. McDonald’s started releasing all of the nutritional information of their entire menu, and made a point to add healthy options to their menu—such as salads, smoothies, and apple slices in kids’ happy meals.
So what does this tell us about who McDonald’s is targeting? Well, it looks like they’re trying to hit two birds with one stone— the first being the reclamation of the public’s positive opinion and the second being an effort to expand their customer base to include those who prefer healthy eating.
What is Targeted Marketing?
Targeted marketing pinpoints a consumer base that’s likely to buy products or services and promotes those products or services to that same consumer base. When these audiences are identified, businesses then create marketing strategies and tailor specific products for those groups.
Then, advertisements and other promotional materials are aimed at those specific groups of people, as opposed to aimless and (oftentimes) ineffective mass marketing geared toward all people.
How is Targeted Marketing Executed?
So, as we said before, targeted marketing starts with identifying who your primary customer bases are going to be. For example, a company might invest in market research in order to quantitatively narrow down who is likely to be most interested in its products and/or services.
Once this data is collected, a company will eliminate those deemed less likely to interact with their targeted marketing efforts and pivot their efforts toward those who might be more interested.
As soon as a key demographic is recognized, a company can then deploy the appropriate marketing strategies aimed at the demographic. Potential marketing campaigns typically include online banner ads, promotional emails, emailed or mailed coupons, and text messages.
Based on the results of the campaign, a company may choose to adjust aspects of the advertisements to better tailor their consumer base or to completely change the modalities of the advertisements themselves.