From Kevin Hillstrom’s Mine That Data blog:
The reality is that we don’t have a good understanding of our "target customer".
If your target customer is a 57 year old woman, do you honestly believe that you will have a robust mobile marketing program?
Let’s say that your target customer is a 27 year old woman. Do you really think this customer wants to receive 27 catalogs in the mail every year?
A thorough understanding of the target customer goes a long way toward executing a successful marketing program.