The End of Targeting As We Know It
In a fundamental way, a target market is a like a galaxy. Both seem like comprehensive, discrete entities, complete unto themselves, until we look closely. But ultimately, a galaxy is an aggregation of micro-phenomena – stars, planets, comets – each with its own discrete existences and properties.
This is true of target markets as well. A target market is a personification of the audience we think is most likely to buy our product. But the reality is that all members of this “market” have unique characteristics, and they often respond to different stimuli. Read more