Media targeting

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The document discusses different aspects of media targeting for businesses. It covers several categories of media like television and radio. It emphasizes the importance of understanding the target audience through surveys and tracking their purchasing behaviors. By selecting the most responsive consumer groups, marketers can provide products and services that match customer desires and increase compliments and purchases. Recognized genres that have a large impact on retail should be studied so businesses understand profitable customer segments.

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When healthcare organizations enlist ABZ Creative Partners to reach existing and prospective patients, they get much more than proven strategies and fresh creative – they get impressive results. Today’s healthcare consumers are better educated, spend more time online and feel more empowered to make their own health decisions than ever before. Thanks to the rise of social media, and mobile and digital technology, 72 percent of online users first seek health information online. That’s where we come in. Behind every healthy brand is a well-rounded communications strategy. That’s why we take a 360-degree approach to achieving your goals, growing your patient base and solving your communication challenges – all within your budget and time frame.

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Often when you ask a small business owner who they are targeting as customers, their response is “Everyone”, or “Anybody interested in…” They might refine this audience down to “homeowners” or “people who go to the gym”. This is still too broad. The problem is with this is, not all consumers think alike, and not everyone is going to purchase your product. Because of this broad focus, marketing can miss the mark. Instead of trying to market to everybody, targeted marketing makes your product or service as attractive as possible to certain groups of people. Firms focus their marketing efforts on a specific and defined audience. Targeting focuses all marketing efforts on the defined group or groups of people MOST LIKELY to become profitable customers. These groups of customers will have common characteristics and interests and could be based on existing customers, as there is likely to be similar people who you will also benefit. The targeted customers might also be groups of people who overlooked by the competition. If they are profitable, this then presents an opportunity for that business. With targeting, marketing becomes more affordable, efficient and effective at generating customer leads. Saving money on marketing and a better return on investment are the most obvious benefits of targeted marketing – especially for small businesses with frugal marketing budgets. Targeted marketing is far more cost-effective than mass marketing as firms are not wasting time and money marketing to people who will never be a customer. Instead, the target audience is specific types of consumers who are most likely to become customers.

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