It's called MARKETing

Emma Easton
Jul 5, 2025
2 min read

Updated: Jul 19, 2025

With Emma Easton, The Chief Bolloxologist®

Marketing specialist Emma Easton — Emma Easton - Business Bollox

Imagine a life where every marketing effort hits the mark, each campaign is a success, and restless nights worrying about strategy (the 3am night sweats) are a thing of the past. That's the power of being market-oriented and embracing segmentation.

Here's a strategy to streamline your marketing without compromising everything else.

Market Orientation: guiding your business to success

Market orientation isn't just a bolloxy buzzword - it should be at the core of your business. It means having a laser-focus on your market (not just customers). By aligning your strategies with customer needs, industry trends, and your competitive landscape, you're essentially understanding your MARKET before diving in.

Why market orientation matters:

Customer-centric Approach:
Small businesses thrive when they genuinely understand their customers. Market orientation ensures your products or services align with your target audience, fostering higher satisfaction and loyalty.
Adaptability:
Markets are dynamic. A market-oriented approach ensures you can swiftly adapt to change, capitalise on emerging trends, and navigate industry shifts.
Competitive Edge:
Thorough market understanding provides a competitive advantage. It allows you to identify unique selling points, differentiate yourself from competitors,

The Power of Market Segmentation

Now you're focused on the market, let's delve into market segmentation. Instead of treating all customers uniformly, segmentation divides them into groups based on shared characteristics, paving the way for targeted and more effective marketing efforts. Ta-daaa!

Why segmentation is a game-changer:

Personalised Marketing:
Understand the diverse needs of your audience. Segmentation enables personalised marketing campaigns, resonating more strongly with each group.
Resource Optimisation:
Small businesses operate with very limited resources. Segmentation helps allocate marketing resources efficiently by focusing efforts on high-potential groups.
Improved ROl:
Targeting specific segments reduces wasted effort on uninterested audiences, saving money and boosting return on investment (ROl) as marketing efforts resonate with those most likely to convert.

Managing a small business can be like parenting energetic toddlers - never-ending tasks that all require attention... and now you have the groundwork to make positive change in your business.