Rifle Approach | What is Rifle Approach in Marketing?

rifle approach

A rifle is used to hit a clearly defined target. Hunters prefers to use a rifle when they’re clear about the object they want to hit and that object is clearly in sight. It’s the similar case with rifle approach in marketing.

Rifle Approach in Marketing

Rifle approach is an advertising strategy that involves targeting a clearly defined audience effectively and efficiently through clearly defined promotional strategies.  This situation occurs when target audience of the business is can be narrowed down and strategies can be formed to perform one to one marketing.



Instead of mass advertising, marketers identify the mediums that assist them in their one to one promotional strategies. Mediums like publications, social media, Search engines, direct selling, etc. are used in this Approach.

Features of Rifle Approach

  • Sufficient Data about the target audience is a prerequisite.
  • One Size doesn’t fit all. One to one approach helps marketers create a tailor-made promotional approach for their customers which result in better connection between the two.
  • This approach results in more loyal customers.
  • It is also more useful when the business has less resources.
  • Per Capita engagement of this Approach is more when compared to Shotgun Approach

Difference Between Shotgun Approach and Rifle Approach

The focus of shotgun approach is to reach as much audience as possible through wide-ranging strategies while Rifle approach focuses on specific, high-yield prospects through one to one promotional mediums . To simplify it further –

Shotgun ApproachRifle Approach
Wide audience targeting Niche targeting
Usually involve ATL marketing strategies Usually involve direct marketing strategies

Psychology behind Rifle Approach

Everyone likes when they are given importance. This is what rifle approach does. Marketers targets the users individually and hits them with tailor-made strategies. This Approach involves a personal touch which appeals to the customers and make them brand loyal. It’s an approach that is not used to get the customer’s attention, but to keep their attention and their business.



Who all can benefit from Rifle Approach?

Any business which has a direct contact with the customers can benefit from using this Approach. Be it a small cafe at the corner of the street or a big E-Commerce store like Amazon, more personalized advertisement approach will benefit the business for sure.

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About the author

Aashish Pahwa

A marketer, a dreamer, a traveler and a philomath. I prefer stargazing to spending nights in clubs.

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