Why targeting matters

Working with academics means we often get to explain the “why” behind strategic marketing. Here’s a question you might receive: “Don’t you want everyone to see your content, buy your product or join your community?”

It’s a common misconception and a great opportunity to clarify what we do.

Yes, broad reach can be valuable. But effective communication starts with knowing who you’re trying to reach.

As communicators and marketers, our goal isn’t just to broadcast a message — it’s to connect. That requires understanding our audience: their needs, motivations and behaviors. When we tailor our messaging to a specific group, we increase relevance, resonance and, ultimately, impact.

It’s not just about selling a Purdue degree or promoting your unit. It’s about positioning our message so it speaks directly to the people we want to engage. That’s where strategy meets creativity and where real results begin.

Whether you’re writing a story, designing visuals or crafting social posts, start with your audience. Because when your communication is audience-informed, it becomes more than just noise — it becomes meaningful, memorable and actionable.

Related: Brand Strategy — Audience 

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