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When you wish to market your goods or services, the first thing you need to do is to determine your target market. Once target market is determined, you can then make use of the four P in marketing to determine how to approach your target market. The Four P mentioned here is product, price, place (distribution) and promotion.

So, why is the target market essential? The main reason is that company exists for a reason. It needs to differentiate itself from competition in order to survive. For example should you have made a decision to sell bottled water to the general mass in the urban area, then good luck with that. In the U.S., Pepsi and Coke have extensive distribution of bottled water consumption through its Aquafina and Dasani brand. If you still insists on selling bottled water, then you have to narrow your target market.

While choosing your target market would seem trivial, it will amount to a lot of marketing dollars if done wrongly. Let’s assume that you simply do not decide what your target market is and you are now using the four P in marketing to market your product. You’d then distribute your bottled water to destinations like convenience stores, gas stations and also the shopping mall. Will you capture audiences who are physically more active than the population? Yes, you will. But, the percentage of that audience is small compared to if you concentrate your distribution on that target market. Consequently, you invest large amount of money to capture a small part of the audience. Thus, selecting your target market is really essential prior to marketing your goods. 

In the online world, you need to select your target market also. Once you select your target market, the four P ought to reveal this choice. Your marketing budget will be more successful if you invest your money in financial website such as Yahoo! Finance or The Motley Fool.

Same thing with your distribution channel. Should you distribute your content to the general article directory, you’ll get loads of visitors who might not be fascinated in your goods or services. In addition, as mentioned earlier, it may appeal to your bigger competitors thinking that you simply are trying to take away their lunch. If your larger competitors aren’t inept, they’ll then react accordingly and kick off offensive campaigns that will render your marketing campaign useless. 

Fortunately, these days, you will find a lot of niche article directories allowing marketers to publish articles of particular field. Thus, smaller publishers can gain more visibility as niche directories usually have less individuals submitting their contents. Furthermore, larger competitors are reluctant to publish their contents there. The reason is that they have a larger cost overhead. Focusing on small target market won’t do them any good. It is their loss. But you, my friend, shouldn’t miss this opportunity. It’s one of the most successful ways of utilizing your marketing dollars.

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