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Customers are attracted towards a product because of its superior quality and features. Products get sold in the market because of superior quality and features (Manova & Yu, 2017). However, the success of a product does not always depend only on superior quality or features. Companies should select their target markets properly. They should direct appropriate and relevant marketing communications towards the target markets (Hughes, Stovall, Pehlivan, & Cardona, 2019). Companies consider, analyze, and select several factors when they choose target markets. They also conduct in-depth analysis to decide how to promote their products through marketing communications in those target markets (Camilleri, 2018). Some of the factors which companies consider while choosing target markets and for deciding the appropriate marketing communications include degree of product variability, differentiation in the types of communications, concentrated communications, market variability, and marketing strategies adopted by competitors (Camilleri, 2018).
Smart targeting and marketing communications are beneficial for companies. Smart targeting allows companies to focus on specific marketing segments with efficient and effective marketing communications. Companies can satisfy the target markets best and most profitably (Pham, 2020). Such communications also help companies serve specific groups of customers with offers carefully tailored to their needs. Although companies aim to do socially responsible target marketing with relevant marketing communications, in several instances, such communications generate controversy and concern (Armstrong, Kotler, Harker, & Brennan, 2018). Companies should focus not only on satisfying the requirements of their target markets. They also require assuring that the strategies and the initiatives adopted by them in targeting and communicating about their offerings to the target markets are done in a socially responsible manner. The society should not get affected because of the activities performed by companies. Companies require realizing their responsibilities not only towards their target markets but also towards the society at large (Camilleri, 2018). Social issues are addressed by companies in marketing communications. At the same time, companies require generating revenues and profits, beating the competition, and achieving business excellence. It is difficult for companies to satisfy their business objectives and to ensure the welfare of the society at the same time (Mašić, Vladušić, & Nešić, 2018). Entrepreneurs and social enterprises strive hard to develop better interactions with customers through socially responsible marketing communications (Tleuberdinova & Sabdenbekova, 2018). Public relations improve because of the socially responsible marketing communications done by entrepreneurs (Page & Parnell, 2017). Now-a-days, social entrepreneurs and enterprises present different perspectives of socially responsible marketing communications (Bandyopadhyay & Ray, 2019). Social enterprises can gain from a more formal, systematic approach to marketing. Since social enterprises prioritize social goals over business results, successful adoption of marketing policies and practices can help them create a blueprint for socially responsible target marketing and socially responsible marketing communications (Bandyopadhyay & Ray, 2019). Companies require targeting individuals and doing marketing communications which are socially responsible. These are also true for social entrepreneurs. Issues arise when companies do not do target marketing and marketing communications which are not socially responsible. The study focuses on various aspects of socially responsible target marketing and marketing communications.