Given the current state of the economy, having a well-defined target market is more important than ever (Porta, 2010). As much as we would like to we cannot afford target everyone. Target marketing will allow us to direct our marketing dollars and create a brand message for our specific market that is more likely to buy from us than other markets. By doing this it will create a more inexpensive, well-organized, and effective way to reach our potential customers and generate business. Another benefit of having a clearly defined target audience is that it would be easier for us how to determine where and how to market our company. Defining our target market will be the most difficult part. Once we realize whom we plan on targeting, it will be easier to determine which media use to reach them and what marketing messages will resonate with them. We can save money and get a better return on investment by when we define our target market. We will save money by sending direct mail to those who fit our criteria instead of send them to everyone in the Zip code.
Demographic Characteristics
Our target market should include people who share similar demographic characteristics as our current customers. Demographics include items such as age, gender, income level and amount of education (Joseph, n.d.). For example, demographic information may show you that a likely user for your product is a male between ages 25 and 34 who earns between $25,000 and $35,000 per year and has a four-year college degree. According to the research done published by Pew Research Center, there are certain groups of Americans who rely on smartphones for online access at elevated levels. 15% of young adults, aged between 18-29 are heavily dependent on smartphone use for
