What is the Target Audience?
As the name indicates, it is the segmented group of the population to which our product or service is directed. The target must be known in detail in order to capture it in marketing, advertising and communication campaigns and strategies aimed directly at it.
Communication and marketing should always be carried out after a detailed study of the target audience to optimize costs and results, and if possible, the buyer should be defined to graphically project to whom the product, service or brand is directed.
How to define our Target?
To define the target, it is important to know in detail our product or service. Its characteristics and the benefits it brings in search of customer satisfaction.
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A good study of the content for your target audience is essential to focus a marketing strategy and in this way, not to waste resources, to take into account their needs and to know if the products offered are adequate and have the desired impact.
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Defining the target means segmenting the population according to socio-demographic, socio-economic and psychographic factors (from more generic to more specific) until we reach the group we are targeting to satisfy their needs.
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Sociodemographics
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- Gender
- Age
- Nationality / Residence
- Marital Status
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Socioeconomics
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- Purchasing power
- Education
- Work
- Family
- Transportation
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Psychographics
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- Consumer Insight
- Momentums
- Influencers
- Community
- Buying Process
- Technology
- Media and Communications
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Many of the target studies are carried out in a generic way covering mainly socio-demographic and socio-economic factors when the real value of the study lies in the segmentation by psychographic factors since it is this information that brings us closer to the target person, knowing their needs, concerns, who they follow, what social tribe they are in and their way of communicating.
It is important to carry out a complete study of our target audience in order to address not only the right population group, but also in the right way.
Brand and product target
Most brands market different products and services that do not necessarily share the same specific target, since they seek to satisfy different consumer needs.
This is why it is necessary to create a brand target that is more generic than the specific one for each product or service, but that have different factors in common in order to harmonize all the company’s communication.
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Brand target
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The brand target is the public that identifies with the brand because of the values and recognition represented in its identity and corporate image. It is ideal for a global content strategy to strengthen and position our brand.
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Product Target
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Within the target of our brand there are very different consumers who seek to satisfy different needs, that is why regardless of making a corporate communication must define the ideal person for each product or service to be traded.
Advantages of defining the Target Audience
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Avoiding the failure of the marketing strategy: If a target study is not carried out or the wrong choice of the target audience is made, the marketing strategy will probably fail because it will not satisfy any need or provide added value.
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Resource optimization: A correct definition of the target will allow us to optimize and reduce both economic and human costs. By knowing who we are targeting, we can focus and direct all our resources on attracting new customers in our niche and building the loyalty of those who are already customers.
- Improve engagement: Having a fluid communication with our customers through the appropriate means will allow us to build customer loyalty and even satisfy their needs in a better way and before the competition.
