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What is a target audience in marketing and why is it important to know it
The target audience is the audience of potential consumers of any product or service. The goal of marketing is to influence it in order to encourage it to buy. In other words, this is the circle of consumers, individuals or companies albania phone number resource for whom this product is intended and to whom it may be of interest. All other things being equal, it is the representatives of the target audience who intend to buy it in the first place.
The ability to find and highlight various characteristics of the target audience, as well as to carry out a more detailed classification, allows you to:
Create a portrait of your audience, get to know it better. Basic characteristics include demographics: gender, age, education, income level, lifestyle, values. Knowing the target audience "in person", you know its needs.
To best convey information about your product and its advantages over competitors.
Increase brand awareness among the audience most likely to purchase.
Create personalized commercial offers that will meet the needs of a specific group or even a specific person. They can be a decisive factor in making a purchase decision.
Develop an effective advertising campaign that uses the highest quality channels to ensure profitability.
Reduce advertising costs.
Increase sales conversion, return on investment - ROI.
Increase brand loyalty and increase the likelihood of repeat purchases - including, perhaps, developing a repeat customer.
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Defining the target audience
Advertisers, one way or another, think about who they are selling their product to, but they make a number of mistakes.
In particular, the target audience is often described in too general a manner. For example, the target audience of a car parts store might look like this at first glance:
Men;
20-60 years;
With personal transport;
Solvent.
This is too broad a sample and may not take into account a number of important factors.
Obviously, if a showroom sells parts only for a limited number of car brands, then it is necessary to focus on the owners of the corresponding vehicles. In promotional materials and advertising, the message should be clear and unambiguous, addressing only those for whom the product or service is really suitable. You can immediately start looking for clients in showrooms and warranty centers of the required brands, establishing target contact with them.
In addition, the audience may include not only male car enthusiasts, but also women, which can also affect the design and content of advertising materials, semantic content, communication channel, and much more.
If a showroom offers spare parts for luxury cars, it is not very reasonable to include young people aged 20-30 in this target audience - it is unlikely that there will be enough owners of such cars among them. It is better to focus on an audience of at least 35+ and try to better understand their level of income, professional and personal interests, and social circle. To do this, you will have to conduct a thorough preliminary analysis and research.
Another common mistake is to single out too narrow a group of people as the target audience. In reality, it turns out to be too small, its purchasing power is insufficient for the full implementation of the required amount of products on the market. A classic example is demonstrated in the animated series "The Simpsons", where Ned Flanders lived with the idea of opening a store "Everything for left-handers". Having opened the coveted store, he faced the fact that there are simply not enough left-handers in the city willing to buy his goods.
In this case, you should reconsider your vision of the market for your products. Was there a mistake made at the stage of business planning and demand assessment? What needs to be corrected before a huge batch of unnecessary and possibly perishable goods ends up in warehouses? It is important to be able to identify relevant target groups in time who really need your product and to address them with a relevant USP. Will it turn out that your "left-handers" are actually "right-handers"?
Types of target audience
One of the important criteria for determining the target audience is the division into primary target audience and secondary target audience.
The primary target audience makes the immediate decision to purchase, although they may not be the actual consumer. For example, a business that buys a product for subsequent resale.
The secondary target audience significantly influences the decision being made and may be its consumer, although they do not buy it themselves. For example, children for whom parents or other adults buy toys, clothes, and treats.
Yes, representatives of the secondary audience do not buy themselves, but focusing on their interests allows influencing the decisions of the solvent group through them. For example, many brands have clothing lines with the prefix kids or similar - for example, Levi`s Kids. Products for caring mothers are marked with the note "safe for children from 5 years old", and many cafes and restaurants have a children's menu, which removes the burden of an unobvious choice from parents.
In addition to the division into primary and secondary audiences, another classification can be distinguished: b2b - business-to-business , and b2c - business-to-consumer.
B2B is interested in long-term, stable relationships or, at a minimum, maximum trust, compliance with agreements and compliance . The customer values the contractor's experience and competence in this industry. This is a more inert segment. When interacting with businesses, it is important to rely more on logical arguments and real data, rather than emotions. As a result, other communication channels are also used in the advertising strategy: business meetings, industry forums, seminars, personal contacts and personal presentations.
B2C is a more flexible segment. Trends in it are more changeable, and communications are often on the verge of a foul - NLP and manipulation are used.
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Segmentation of target audience
Basically, the following basic types of segmentation are used to determine the company's target audience:
Demographic - gender, age, marital status.
Socio-economic – income level and type of employment, education, housing conditions.
Geographic — where consumers live, in what region, city, district they buy and consume products, use services. Local points of sale or services such as beauty salons, ateliers, as well as entertainment and cultural establishments, train stations and terminals are especially sensitive to this feature.
Behavioral - a criterion that implies a personal profile, social status, personal values, lifestyle and consumer preferences.
You will find a more detailed guide using an example of setting up in our article on setting up targeting on VKontakte . It directly shows the mechanism for setting up targeted advertising with a description of all the parameters for filtering the target audience.
