Comprehension
"Everyone" can never be a primary communication target group. Data analysis helps to identify the real target groups. Social Buzz or Google search queries, for example, prove useful here. The results should always be compared with internal data and monitored.
Immersion
By immersing oneself in the culture of the customers, one can better understand what pain points, opinions and popular topics interest a target group – the consideration should always go beyond pure socio-demographic data.
Implementation
Communication must be tailored to a customer. This is not only about spreading a message. Rather, it should be ensured that it is prepared in a channel- and in a target group-specific manner. And if there is nothing to add, then simply nothing should be said.