My favorite answer to almost any marketing question? It depends.

Photo credit: inc.com

No, really, that’s it.

I don’t mean my answer depends, I mean that’s literally what I say:

It depends.

Why? Despite the rumors you may have heard, I don’t do it just to be annoying —I swear. It’s simply because there’s usually not enough information to be able to provide a meaningful answer.

For example, as soon as I hear people ask things like, “What content marketing tactic works best?” I just have to cringe. It’s not the fault of the person asking, of course, they’re just trying to learn. But the question tells me they don’t quite understand content marketing (or marketing in general), because the answer to that kind of question will always be — brace yourselves — it depends.

When these kinds of questions are asked with very little specifics provided, like what you’re selling, how or to whom (when, where, etc.), it simply doesn’t make sense to give an answer.

Unfortunately, many still do. “Infographics!” they say. Ugh.

This problem only exists in marketing

Think about it, would you ask your auto mechanic, without giving him any other information, “What’s the best way to fix my car?” Or a doctor, who hasn’t examined the situation (or you), “What’s the best way for me to get healthier?” Of course you wouldn’t, because it depends. Right?

People, it’s the same with marketing a product or service.

Before you can recommend anything tactical, you need to know much more about a brand/product/company’s situation. Are they an established brand in a niche market (they may want to promote the category) or are they an up-and-comer in a crowded field (they will want to look for ways to stand out)? Are they a value brand (Wal-Mart) or a premium brand (Saks)? Big difference.

There are two things of importance here: the message and the delivery. And one of the best ways to start looking for both is by focusing on your audience. Deciding whom you’re trying to attract will tell you a lot about what/how you should say and when/where you should say it.

Let’s start with the delivery

If you’re trying to reach senior citizens, that’s very different from trying to reach families with small children…these people do different things, get news and information from different sources — heck, they’re even awake at different times of the day!

Back to the auto mechanic; if your car won’t start, that’s a very different problem (with a different solution) than if your car gets you from point A to point B, but has been making a funny noise since it’s gotten colder outside.

This is why sophisticated brands choose target audience segments — some even develop specific types of targeted consumers, called personas — so they can best reach the folks who may be interested in what they have to offer. And it’s not just about how to reach people; it’s what you say to them, as well.

The message also matters

Let’s go back to the senior citizens and families with small children, but now let’s say we’re trying to convince them both to do the same thing…we wouldn’t be very successful to do it with the same message, right?

Because, say it with me now, it depends!

If we’re promoting Disney World our message should be very different, depending on which group we’re trying to attract, right?

For the senior citizen group, it may be something like: Create a trip your grandkids will never forget; while, for the family with small kids, it may be something more like: Start a family tradition.

[Of course, there are those few great messages that somehow magically work for all, like: We’ve got fun for all ages. But that doesn’t make my point, so let’s not talk about that here, okay?]

The bottom line is this: focus on your audience at the beginning can help you hone both your message and how it gets delivered, making them both more effective.

That, my friends, is why it depends.