The fundamental principle of targeted marketing is simple.  EVERY company can benefit by identifying its audience and developing its marketing programs and plans with that specific audience in mind.  It doesn’t matter whether the company is for profit or non-profit, has a niche product or service or a very general one—when you identify the audience that you are trying to reach and create programs that are designed specifically to speak to that audience, you will see results.   Companies who have multiple audiences simply have multiple plans!

Targeted marketing is smart marketing.  We don’t meant to imply that other marketing is “dumb”- what we mean is that we utilize intelligence about the organization’s goal, its message and the recipients of that message to craft a message that will resound with those individuals.  We often see organizations with multiple goals and audiences, so there should be multiple plans and processes that will elicit response from each target group.