Target researching ‘essential’

Researching a target market is essential for those businesses looking to find the most effective way of engaging the relevant audience, it has been suggested.

Head of communications and external affairs at the Chartered Institute of Marketing (CIM) Ray Jones said that advertising is mainly about audiences and what the company is attempting to do.

“With responsible, serious marketing you pick the channel for the audience and that’s really where technology is helping,” he commented.

Regardless of what technology is utilised, the channel for the market the company is addressing needs to be researched, according to Mr Jones.

He gave the example of someone looking to go to a gig to see their favourite band.

This person would appreciate a Twitter message or may want to go on YouTube to check out what is going down, Mr Jones added.

His organisation, the CIM, is an international professional marketing body with 50,000 members across the globe.