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== Targeting ==
{{See|Target market}}
Targeting is a follow on process from segmentation, and is the process of actually determining the select markets and planning the advertising media used to make the segment appealing.<ref name=":2" /> Targeting is a changing environment. Traditional targeting practices of advertising through print and other media sources, has made way for a social media presence, leading a much more 'web-connected' focus.<ref>{{Cite book|title = Web Information Systems Engineering - WISE 2008|last = Jaworska|first = Joanna|last2 = Sydow|first2 = Marcin|publisher = Springer Berlin Heidelberg|year = 2008|isbn =|___location = Warszawa|pages = 62–76}}</ref> Behavioural targeting is a product of this change, and focuses on the optimization of online advertising and data collection to send a message to potential segments. This process is based around the collection of 'cookies', small pieces of information collected by a consumer's browser and sold to businesses to identify potential segments to appeal to.<ref name=":2" /> For example, someone consistently accessing photography based searches is likely to have advertisements for camera sales appear, due to the cookie information they deliver showing an interest in this area.<ref name=":3">{{Cite book|title = Behavioural Targeting: An Online Analysis for Efficient Media Planning?|last = Klever|first = Alice|publisher = Diplomica Verlag|year = 2009|isbn =|___location = Hamburg, Germany|pages =}}</ref> Whilst targeting a market, there are three different market coverage choices to consider – undifferentiated, differentiated and niche marketing.<ref name=":3" /> Choosing which targeting choice to pursue depends on the product or service being offered. Undifferentiated marketing is the best option to focus on the market as a whole and to promote products that have a wide target segment, whilst differentiated and niche marketing are more specialized and focus on smaller, more selective segments.<ref name=":3" />
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