Conveying the right message to the right audience is one of the main aims and at the same time, one of the biggest challenges of marketing. As a business owner or a marketer you want your product or service to reach the right people in order to be sure that your marketing investment will bring you tangible results in the form of loyal customers. Trying to reach everyone won’t take you too far. This is why you should research and study your audience carefully so as to know who needs your product or service or whose interest you could possibly trigger. This way you’ll be able to break a large market into smaller segments and focus on a specific group of customers.