Target Market

 
A target market is a group of people that have been identified as the most likely potential customers for a product because of their shared characteristics, such as age, income, and lifestyle.

Identifying the target market is a key part of the decision-making process when a company designs, packages, and advertises its product.

Target Market Segmentation

Demographic Segmentation

Demographic segmentation classifies consumers based on specific attributes, such as age or income level. Demographic segmentation offers a glimpse of consumers as actual people in the real world using common data collection methods. Typically, this segmentation is best used for business-to-customer (B2C) marketing efforts. 

Typical attributes to consider during demographic segmentation include: 
  • Age 
  • Gender identity
  • Ethnicity 
  • Sexual orientation
  • Income level 
  • Household size
  • Education level
  • Geographical location

Psychographic Segmentation

Psychographic segmentation classifies consumers based on their psychological and personal traits, such as values and attitudes. Unlike demographic segmentation, which describes who consumers are, psychographic segmentation offers a glimpse into the motives behind why they buy something. Typically, this segmentation is as helpful for  B2C and business-to-business (B2B) marketing efforts.

Common psychological characteristics and traits to consider during demographic segmentation include:

  • Personal values 
  • Religious beliefs 
  • Opinions
  • Attitudes
  • Aspirations
  • Political leanings
  • Lifestyle

Firmographic Segmentation

Firmographic segmentation classifies companies and businesses into a set of shared attributes, such as their industry and number of employees. In effect, firmographics is similar to demographics, except that it focuses on the characteristics of businesses rather than people. As a result, it is used exclusively for B2B marketing. 

Common attributes to consider for firmographic segmentation include: 
  • Industry 
  • Location
  • Size
  • Status or Structure
  • Performance

Behavioural Segmentation

Behavioural segmentation classifies consumers based on their behaviours surrounding products or services, such as when they decide to purchase them and how they use them. By focusing on consumer behaviour, behavioural segmentation provides a look into how consumers interact with businesses, which allows marketers to improve the effectiveness of their efforts. Typically, this segmentation is as useful for  B2C as B2B marketing efforts.

Common areas of consideration for behavioural segmentation include:
  • Usage frequency
  • Occasion
  • Brand loyalty
  • Benefits needed

Target Market Strategies

A range of strategies allows you to market your product or service to your target market. Typically, these strategies are broken down from the broadest target market to the most narrow and specific. The exact method you use will largely depend on the target market you have identified. 
 

Mass Marketing

Mass marketing is particularly attractive to companies selling products or services with broad appeal. For example, gas companies, telecommunications companies, and manufacturers of salt and sugar typically only conduct mass marketing campaigns because nearly the entire market uses their products. 

Differentiated Marketing

Differentiated marketing is a marketing strategy in which a business creates different marketing campaigns to appeal to different target audiences. By differentiating their marketing campaigns, businesses can more effectively articulate their value proposition to various market segments and, ideally, increase the success of their marketing strategy. 

Niche Marketing

Niche marketing is a marketing strategy in which a business focuses all its marketing efforts on a highly specific and unique target market. As a result, niche marketing often targets gaps in the marketplace, where the needs of specific customers are not currently being met. 

Micro-marketing

Micromarketing is a marketing strategy that specifically targets a narrow segment of a niche market. Typically, the target audience of a micro-marketing campaign is defined by specific characteristics such as age, job title, geographic location, or gender. 

Suggested Experts Of Target Market

R450 / 60Mins

Elgee Davies
Founder of For Posterity
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Helping Businesses Grow with Expert Business Consulting Marketing Strategies | Branding & Identity | Social Media Growth

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R500 / 60Mins

Agnes Skatulla
Founder at Azure Strategies | Marketing Consulting
★ ★ ★ ★ ★
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Agnes Skatulla is a strategic marketing and business growth mentor helping SMEs build sustainable, measurable growth. With over 15 years’ experience across lifestyle, retail, and luxury brands, she specialises in turning marketing into a clear growth engine rather than a cost centre. As Founder of Azure Strategies, Agnes works closely with founders and leadership teams to clarify brand positioning, strengthen go-to-market strategy, improve customer acquisition and retention, and build internal marketing capability. Known for her practical, data-driven approach, she empowers SME leaders to make confident decisions that drive long-term performance.

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Free / 30Mins

Madelein Vermeulen
Digital Marketing Consultant
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Hi, I'm Madelein! I help South African SMEs attract high-quality leads and grow their businesses through smart, cost-effective online marketing. ✅ Certified Growtworks Marketing Consultant with a Psychology Honours degree – blending marketing strategy with deep customer insights. ✅ Expert in organic marketing, lead generation funnels, and online course launches – helping you scale without expensive ads. ✅ Background in Public Relations & Education (PGCE, FET) – ensuring you not only implement strategies but understand why they work. Let’s craft a marketing plan tailored to your business goals. Ready to grow? Let’s connect!

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R625 / 30Mins

Victor van der Spuy
Founder
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Victor is an Executive Consultant and Success Coach with a Master’s degree in Marketing from the International Institute of Marketing. As a certified NQF8 Marketer, he leverages his academic expertise and extensive experience to help individuals and businesses unlock their potential. Victor specializes in developing equity growth strategies and solving complex enterprise challenges with his team’s support.

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R1,200 / 60Mins

Megan Hudson
Business & Management Coach
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As a marketing and business coach, my zone of genius is to help you showcase your zone of genius to potential clients and get more business in more ways. I am skilled at spotting opportunities that you haven't identified or explored, and my clients develop sustainable businesses with multiple streams of aligned income. I help you simplify your marketing and your messaging, because we know two things about our customers: ✨ Most decisions are made when we are not there; ✨A confused mind says: "No"! Together, we clear all the fluff and make it easier for people to say "Yes" to doing business with you.

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