In today’s business environment, applying the Principle of Targeting is an essential part of every company’s Marketing strategy. By focusing on a specific target group, companies can optimize their effectiveness. For example, according to research by Kotler and Armstrong (2018), companies that apply Targeting strategies often have significantly higher conversion rates than those that do not. This has been evidenced through brands like Nike and Coca-Cola, as they shape their advertising strategies specifically for each target audience.
Throughout the development of Marketing strategy, the Principle of Targeting has become increasingly popular and necessary. Since the emergence of market research tools and data analysis, companies have been able to access and understand their customer base more deeply. For example, in the 1980s, the specific application of the Principle of Targeting helped McDonald’s increase sales among younger customer groups through special advertising campaigns.
While Targeting brings many clear benefits to businesses, there are also some opposing perspectives. Some critics argue that focusing too much on a target group can lead to limitations in accessing larger markets. However, Porter’s research (1996) has shown that when implemented flexibly and intelligently, applying the Principle of Targeting can simultaneously benefit both businesses and consumers.
Targeting is not only a method of market access but also the result of advancements in research and data analysis. Advances in information technology and the ability to collect big data have created new opportunities for businesses to understand their customers’ needs and desires more deeply. Thus, applying the Principle of Targeting is not only the result of market demand but also the cause of progress in the field of Marketing.
Comparing the application of the Principle of Targeting to accessing markets on a large scale highlights the superiority of this approach. While accessing a large market can generate a large number of potential customers, applying the Principle of Targeting optimizes access and conversion of each customer into actual customers. This has been demonstrated through the success of Amazon in customizing product recommendations specifically for each user.
While some businesses still resist change and continue to apply traditional market access methods, pioneering companies have recognized the value of applying the Principle of Targeting. For example, Pepsi has succeeded in creating customized advertising campaigns for specific target groups, thereby enhancing interaction and creating customer loyalty.
Although applying the Principle of Targeting brings many benefits, it also poses some challenges. The biggest challenge for businesses is how to collect and analyze data effectively. However, with the development of technology and data analysis tools, today’s businesses can easily access information and apply Targeting flexibly and effectively.
From describing the importance of Targeting to comparing and contrasting with other methods, this article demonstrates the multidimensional and comprehensive nature of this strategy in the field of Marketing. By combining theory and practice, we can see that applying the Principle of Targeting is not just a trend but also a decisive factor for the success of every business.
