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How to Improve Your Target Market Strategy | Who’s Your Ideal Guest?

20 April 2024



Are you looking for ways to improve your target market strategy to reach your desired audience?


At Umi, we can help you tailor your services, implement an effective strategy — and, ultimately, maximise your revenue. 


Check out our latest blog to discover how you can connect with your chosen demographic:

What is a Target Market Strategy?

A target market strategy helps businesses identify specific groups of customers that they’d like to attract.


This strategy focuses on growing sales and brand awareness within a specific demographic. 


There are 4 types of target audience to consider:


Taking these into consideration helps you to create a comprehensive and effective target market strategy, ensuring that your brand reaches the right people, based on who they are and how they behave.

The Importance of Research to Optimise Your Target Market Strategy

Taking the time to research your competitors, and the current market of your business, can help you to understand current trends and customer preferences. 


This research can help you identify gaps in the market, and highlights any unmet customer needs.


Identifying these areas can provide you with innovative ideas that you can develop into new products, keeping you ahead of your competitors. 


Collecting data on your audience can also help to segment them into the four types of target audience. 


Dividing your potential customers into segments based on their age, income, location and travel preferences can identify areas to focus on, and help you generate ideas to personalise your marketing. 


Developing customer personas for each target segment allows you to customise your offerings depending on your particular audience to ensure you’re maximising your potential.


A target market strategy helps to focus your resources on more promising customers, enhances your overall operational efficiency, and reduces wastage of resources.

Primary vs Secondary Target Market

A primary market is the core customer focus of your marketing activities and receives most of your resources, as they have the highest potential for your business. 


Understanding the preferences of your primary market is essential to developing an effective strategy.


The secondary target is a smaller segment of your audience that has potential for growth opportunities.


This audience may be interested in your business, but aren’t your primary focus.


Tailoring your service to meet the needs of your primary audience enhances your ability to connect with potential customers and boost conversion rates.


Your secondary audience may have different preferences, which you can then explore in a different way. 

Benefits of a Target Market Strategy

A defined strategy can set you apart from your competitors, allowing you to provide a unique and personalised experience to your target audience. 


A personalised approach to your strategy provides your potential customers with a sense of loyalty and connection to your business.


Ensuring that your offerings are relevant to your customers’ interests can lead to a higher engagement and conversion rate, as they’re more likely to respond to campaigns they can relate to.


Offerings that align directly with customers needs can result in higher customer satisfaction compared to your competitors.


This encourages both positive reviews and word-of-mouth referrals — which is essential for generating a level of trust for other potential guests.

Building Your Brand

You can build a strong name for yourself with an effective target market strategy.


Analysing the preferences and dislikes of your target audience can drive design offerings and services to provide a better experience for customers.


Feeling acknowledged and understood by a business can build trust in potential customers, and lead to a loyal customer base. 


Knowing the correct audience to target for your business can also reduce costs of one-size-fits-all campaigns, and drive resources into more cost effective marketing strategies.


At Umi Digital, we can help build your strategy to reach out to your engaged users and effectively target potential customers.


Get in contact with a member of our team today to find out how we can optimise your strategy. 

Alternatively, why not check out our recent blog on our new hotel price checker.

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