Marketing Targeting Strategy | Where strategy begins

Module length: 1 hr 5 mins

Readings: 4

Study time: 2 hrs

Targeting is where diagnosis becomes strategy. In Module 4, you answer the two most important strategic questions in marketing: who are we going after and, just as crucially, who are we not? That second question is one most marketers never ask. It's also the one that will determine your success.

You'll learn how to move from a segmented map of your market to a deliberate, defensible marketing targeting strategy: identifying your target market with precision, building rich customer portraits that bring your target to life, and understanding the strategic advantages of both mass and targeted marketing.

What you’ll learn

What is targeted marketing, what it really means as a strategic discipline and why many marketers default to mass marketing without realising it
How to use your segmentation data to define your target market with confidence and precision
The difference between targeted marketing vs mass marketing – and when each approach is the right strategic call
How to build a customer portrait that goes beyond demographics and gives your whole team a shared picture of who you're serving
How targeting fits within the full segmentation targeting positioning framework, and how your targeting decision shapes everything that follows
Why deciding who you're not targeting is one of the most powerful strategic choices a marketer can make