Do you want to outperform the competitors? You probably don’t have the budget to reach everyone. And you can’t speak to everyone at once. So you can either speak to a specific audience whose language and motivations you understand, whose passions you’re on board with, or you can create generic messages that may or may not hit their mark with anyone. A competent target management is what can help both new and well-established brands to be on top position in the research, to narrow and target your right audience.