It provides brands with a means to be more relevant and expand their reach and market share by addressing specific needs while remaining consistent with their brand positioning and messaging.
They do this by tailoring their product offering and using different messages to specific market segments while staying “on-brand” and in line with the longer-term brand strategy.
Some people confuse differentiated marketing with concentrated marketing. But a concentrated marketing strategy is about tailoring the message to a specific customer base while the latter is about focusing your marketing efforts on a specific niche market.
There are many ways a brand can differentiate itself from its competitors, which is where strategy comes in.
There is no one size fits all approach and there are countless ways a brand can engage its audience and achieve its objectives.