Overview

Targeted marketing is about connecting with specific groups within society.

Those responsible for marketing should have an understanding of the different needs and preferences of diverse groups thereby enabling innovation in product development which can also help to promote a more representative and inclusive organisation.

Targeted marketing is the process of tailoring your communications and marketing towards these specific groups to help generate long-lasting business success.

This guidance provides an overview of the steps to consider when developing marketing strategies and in particular the considerations needed when engaging specific diverse groups.