Target Marketing is suited for small business owners for four major reasons. You can read about all four of those reasons linked below:

#1 Reason To Use Target Marketing In Small Businesses

This post covers the third of these reasons:

Target Marketing Requires Few Resources

Target marketing is inexpensive compared to mass marketing because you can specifically identify your target market members and deliver your target marketing messages only to people in your target market.

Instead of using a local television advertisement that costs more and reaches many people who will not be interested in your product, target marketing uses a less expensive approach like direct mail. It not only costs less, but doesn’t waste your marketing resources on non-buyers.

Target Marketing Uses Publications

Instead of advertising in costly general interest magazines and newspapers, target marketing advertises in online and off line publications specifically catered to your target market.

Such publications are designed and produced specifically to meet the information needs of a narrow target market and sometimes even a niche market. If you can find one whose readers match your target market, it’s usually less expensive than doing a direct mail promotion to the same number of target market members.

Response rates and return on investment (ROI) can vary considerably between publications. Thus, it’s important that you track results by publication. Then you can eliminate the publications with poor ROI and increase advertising in those with the best return. Following results of your target marketing promotions enables you keep your target marketing investments low for the return it provides.

Target Marketing Uses Online Advertisements

Another inexpensive way of target marketing is through online advertisements. To use this method of target marketing, you need a business Web site. Then you can purchase online ads for specific key words and phrases that match your products. Be sure to use the same key words on one of your site’s pages as in the advertisement, and link the ad to that page.

Google’s adwords and adsense programs are the most well known of online keyword advertising, but others are available that do a comparable job on a smaller scale. Instead of paying for the number of people who see these ads, you only pay for the number of people who actually click on them and come to your site. This type of target marketing limits advertising costs to just people most interested in your products or services.

This type of target marketing doesn’t even require that you know the demographics of your target market. However demographic information can often help make your target marketing messages more relevant to your potential customers and, thus, more successful with your target market.

Target marketing’s affordability and effectiveness is enhanced if you can determine characteristics shared by your target market members. These characteristics reveal your target market’s specific values, attitudes, concerns, needs and fears that you can use in your target marketing messages.

To read #4 Reason To Use Target Marketing In Small Businesses.
, click the link in this sentence.

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Posted 3-27-08: Reason 3 Target Marketing

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This entry was posted on Thursday, March 27th, 2008 at 8:40 am and is filed under Target Marketing.You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.