The competition to gain consumer attention has never been greater, but the techniques often used are straight out of the 1950's. But all too often the designer thinks it is as simple to put a message inside the consumer's head as it is to pitch a golfball onto a green. Instead, the problem more closely resembles trying to reach the green through a thicket of trees. In that situation, the two most critical things to have are a good aim and the proper club. By knowing exactly what you are aiming at.
Good golfers shoot for the pin, while average golfers shoot for the green.
Sound marketing strategy requires a sound understanding of the target audience. That doesn't tell you what you really need to know about your audience in order to educate, persuade, and motivate them. People are not motivated by being female or young or rich. They are motivated by the possibility of satisfying their needs, wants, fears, and desires. No, perfume sales are driven by desires, not demographics.