Do not try to face a large and diverse market with a low budget, as you may end up being frustrated. To make your sales and your business grow you have to put your name on the face of customers repeatedly through a clear strategic focus. If your team and your budget are small, trying to spread your message in a single large market will be a worthless exercise.
That does not mean you should avoid big markets. The way to profit when there are many customers and many competitors is to turn the large market into small, creating segments. Focus your marketing efforts on one or two of these segments.
If you belong to a minority group, for example, try to focus your marketing efforts on that minority group. Look for associations, catalogs, or send directly to people in your target audience. If possible, include something in your ads that will let potential customers know you have what they need, and make sure any image that appears in your marketing material portrays your audience. If you send something to a northeastern woman of 55 for years, your advertisement may not have the expected effect if you put a woman from 35 for years that does not appear to be northeastern in your ad.
To further exemplify what it is to create smaller segments, let's imagine you sell a product to young people. If your company adopts the strategy of selling to young people who are in elementary school and who like to stroll in shopping malls on the weekend, the universe of target customers will already be smaller. Although they appear to be simple features, they are enough for you to have created a segment, enabling a more accurate and less costly communication and sales strategy.