Effective targeting can reduce the need for excessive spending on advertising and promotion. It is often the key to ensuring campaign success and long-term sales growth.

Targeting relies on getting to the right customers and 'communicating' with them frequently enough to generate sufficient interest to catalyse a transaction with your company. Breaking target groups into several sub-groups helps prioritise your marketing communication and in turn, converts the maximum number of key prospects into active customers.

If it's appropriate for your business, remember that good Internet marketing is a part of the targeting process. Customers are now more discerning about their choices, meaning that more market 'segments' are developing. Therefore using different communication messages targeted at each individual target group may be beneficial.
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