Targeted Marketing

This term refers to an advertiser or company that examines an existing market and breaks it down into segments. Once a market is segmented into smaller audiences — often by geographic location, age, interest, or other defining factors — a marketer will concentrate all of their marketing efforts on one (or more) key segments. These marketing efforts will typically capitalize on the defining characteristics of the chosen segment.

Targeted marketing messages are designed specifically to appeal to these groups and lowers the cost of promotion, pricing and distribution of products because all marketing efforts are optimized for a select group.

Email marketers may decide to segment their mailing lists to best reach each subscriber. Lists may be divided by gender, age, length of subscription or frequency of engagement. Marketers can often leverage dynamic content or other methods to personalize campaigns for each segment. They may also design email messages that best appeal to each segments — varying transmissions’ use of graphics, offers and type of content.