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The 4 Secrets to Successful Target Marketing
May be Easier to Implement Than You Think
Target marketing answers the question "What does this group want, and how do they want it? Chances are your business target different groups. And since women make over 80% of all purchases, chances are that moms are a significant part of your business, even if you aren’t selling kid-oriented stuff. Moms and Dads, after all, are in the business of managing a home, a family, and more often than not a professional life too.
So what’s the biggest problem reaching moms? Time-- they don't have any. Their priority is running the kids between soccer practice and music lessons. And when it comes to time on the computer, they are competing with their children and spouses.
If you want to capture their attention, you’ve got to do 4 things. You’ve got to be quick and easy, convenient and trustworthy.
For instance moms' use of email (and the Web in general) is incredibly utilitarian, while students use of the Internet is incredibly interactive. A typical scenario for e-mail and internet use goes like this. One Mom checked into her inbox late at night: "Around 10 o'clock at night, I can generally elbow my way between the kids so I can go through my email and check things online," one said.
"Tricks turn me off. I recently responded to an email that advertised $10 off, but when I got to the end of the process, there was a catch, I had to do something else to get my $10 back." Instead, what these consumers wanted was upfront information about the total cost of completing the transaction: "I don't have time to figure it all out. Just show me the fully loaded price, even if it is an estimate. I'm willing to pay more for something if I know the process is going to be quick and easy!"
Quick and easy, convenient and trustworthy. Repeat this mantra when choosing an advertising venue, or deciding what to put in that marketing message. Quick and easy, convenient and trustworthy. Repeat as needed.
Quotations from ExactTarget, Morgan Stewart is director, research and strategy, e-mail marketing blog.
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