Being a specific marketer

This quote comes from a piece written by Mark Ritson in this week's Marketing magazine.

"Then comes targeting. A good marketer has made the leap of faith and accepted that fewer target consumers will deliver a better overall result. Usually, that means stepping back from the segmentation and only going after 10% or 20% of the potential market. Tight target segments mean the marketing has a chance to succeed. Too many marketers lose faith at this stage and end up targeting pretty much everyone."

Find out more about being specific in marketing public transport here.

The full article can be read here

Mark Ritson is an associate professor of marketing and consultant to some of the world's biggest brands.