Define and Conquer

In terms of strategic communications, the marketplace is extremely noisy and crowded.  Not only are there a multitude of outlets, there are endless marketing channels and platforms.  And, this presents a significant challenge when it comes to attempting to engage your target audience.  But, what we see as more of a critical issue is that many small organizations still have not even defined who their target audience is.  In the marketing game of 2013, you snooze...you lose.  Its time to define and conquer!
As it is 2013, I hope that it comes as no surprise to you that there are consumers out there that encounter 90% of all strategic and marketing communication that reaches them solely via their smart phones.  That means that a marketer will never reach them with network television commercials or newpaper print ads.  This demographic group tends to be young.  Another important fact regarding this group, is that they are abandoning Facebook in droves.  Believe it or not, but Facebook is too constricting and formal in format for them.  They prefer Instagram and Twitter as well as a few other emerging options.

And, again in 2013, there are some consumers that receive the majority of their strategic and marketing communication via ads run on our broadcast networks.  And, this demographic group still reads print magazines and newspapers.  You may have guessed that this audience tends to be older, and its members don't have Facebook pages or Twitter accounts.   They are a distinct audience.

Despite the myriad of marketing channels, platforms and outlets, one thing we hope you take from this post is that target audiences can still be readily segmented through demographics.  And, an added benefit is that these audiences' media habits can be qualified.  Rather than being confused or overwhelmed by the complex highway of marketing avenues, if you refine your offering and define your target audience, you may have the roadmap to actually engage them and grow your sales.  It's all up to you to define.

Concierge PA: We'll help you define success.

 

www.conciergepa.com