Selective Marketing: A New Way to Reach Your Customers
There are many methods for an advertiser to reach a broader audience.
After all, the more eyes you can get your product in front of, the better, right?
Well, in today’s new digital world, this is not necessarily true.
You see, many modern marketers are actually turning away from the old theory that “more is better” and, instead, trying to focus all their attention on a much smaller but increasingly more eager audience.
This is where the method of “selective marketing” comes into play…
Selective marketing (or selective advertising) refers to marketing initiatives created with the intention to generate interest in a specific brand or product while abandoning concentration on a product’s category or class.
Rather than using up your energy trying to reach a general audience, by targeting a specific audience through carefully chosen media channels, selective marketing has a better chance at delivering relevant and personalized messaging to customers who are more likely to be interested in your product.
In other words, selective marketing differs from traditional methods of advertising because, instead of wearing yourself out trying to reach everyone, selective marketing campaigns allow you to target specific customer groups based on market demographics such as your audience’s gender, age, or income.
With all this in mind, it becomes clear why selective marketing is slowly working its way towards becoming one of the most impactful promotional methods of the early 21st century.
In fact, the uptick in selective advertising has been so significant in the past few years, there has actually been a drastic increase in demand for related products and services from end-users as well as an overall increase in government support for the technology.
All this new attention has – of course – led to an uptick in competition in the sector and, as a direct result, is driving competing companies to innovate and come up with new and creative ways to differentiate themselves between one another while utilizing this groundbreaking methodology.
The Pros and Cons of Selective Advertising
As noted above, there are many good things about utilizing such a specific marketing campaign. By utilizing the selective marketing methodology, you not only increase your chances of reaching your specified demographic of customer, but also reduce the extra time and money spent on constructing and producing advertising messages directed at audiences who may be outside of your brand’s target audience.
Seems to good to be true, right? Well, unfortunately, it isn’t all positive. Selective marketing does have its downside too…
You see, in order to properly utilize this promotional methodology, extensive market research resources are required to allocate information on the specific demographic you hope to reach.
In addition, longer lead times are needed to create whatever print or advertising tools necessary to implement your campaign.
These warnings may not seem like too much of a drawback, but if the time and energy is not given to making sure you know your audience before you implement your marketing strategy, your campaign runs the risk of coming across as poorly conceived or ineffective to the people you’re trying to reach, ultimately cheapening the image of your product and your brand within the market.
The Wrap Up
Selective marketing is quickly becoming one of the go-to methods of gaining the attention of an audience with continuously selective attentions.
By dialing down your marketing campaign with less of a focus on everyone, you may actually increase your chances of obtaining the attention of someone!
… And with the new tools at our disposal in this digital world we live in today, successfully implementing a marketing strategy that specifically speaks to the individuals in YOUR audience has never been easier.
P.S. If you’re interested in getting your selective marketing campaign up and running, then make sure to give the team at Rain Digital a call.
Their years of promotional experience and digital advertising know-how are just what you and your business need to make 2023 a year to remember!
