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When marketing a new product, your target audience is of main importance. The selection of your  audience must go further than the a selection based on profession, language and address. The approach we would use is go out and look for the social groups that are connected to your service or product. 

Not that long ago, a mass medium would make a connection to a specific audience and as such take on an existing social group. These groups could be the residents of a local community, a political party, a religion or even a ethnic minority group. As an example a certain magazine would appeal only to housewives or a website would specifically target seniors.

Another kind of social group is these days more active, being the one that is being created the other way. Mostly because of new technology related to the internet like blogs, podcasts and videosharing, we see groups appearing with people being user or fan of a specific mass medium. Where these groups already existed in earlier days where they would grow around a well-known show, genre or performer, you can now see them form in sometimes unlikely social groups. An example could be a group of people who download podcasts of several weather channel each day and deem it necesarry to create a forum to discuss these and finally come up with there own weather forecast website.

As you see it is not that easy to go out and find that specific audience for your service or product. That's why communication agencies most of the time also focus on certain social groups and also know if your new product would fit these. An agency that focuses for example on people residing in the BtB, multilingual or IT world, could tell you immediately what your product will do for which audience and most important; how to market it!

So any mass media you use, wether it is televesion, radio, written press or internet, think about the fact that using media is a social event and goes much further to the numbers we see on our screen every day...