http://jimkukral.disqus.com/Web marketing podcastsenTue, 24 Apr 2007 20:36:49 -0000http://www.jimkukral.com/shooting-at-the-wrong-target-means-your-marketing-will-fail/#comment-4780595<p>I agree that shooting at the wrong target means your marketing will miss.</p><p>I'll take it a step further: shooting at every target also means your marketing will miss.</p><p>Failing to segment your target (say, male/female, etc.) and trying to hit everyone who might be receptive to your offering with the same bullet means you won't hit anyone effectively.</p><p>Marketing is, among other things, about crafting the message to speak to specific consumer segments, such that they'll feel as if you're speaking directly to them.</p><p>One of the most common mistakes I see is companies trying to craft a "universal" message, because they're afraid of "leaving out" whole groups of consumers who should want what they offer.</p><p>This kind of "every man and his dog who might want to buy my thing" approach usually produces terrible, or at least dissapointing, results.</p><p>No, actually the results are pretty much always terrible.</p>Dave EastbrookTue, 24 Apr 2007 20:36:49 -0000