Understanding the target audience is one of the most important tasks of a marketeer. Importantly, it is the foundation on which the marketeer develops their marketing strategy. The better one understands their target audience, the easier it will be to attract them. Customers will notice the effort the brand has put in to understand them better, they will feel connected with the brand.
In this blog, we will dive into the topic of what a target audience is and the types. Let’s dive right into it!
What is Target Audience?
A group of consumers characterized based on their psychological, demographic and behavioral characteristics is defined as the target audience. The information usually gathered is the age, location, gender and employment. For example Indian female athletes between the ages of 18-28. Understanding the target audience will help marketeers figure out where they need to place their ads to get a large return on investment. Moreover, it will help them craft the perfect marketing strategy to get the message across; such as where to spend their money on ads, what attracts the customers, etc.
Target audience helps in crafting the brands buyer persona as well. Buyer’s persona is the profile of the brand’s ideal customer. Importantly, one should remember not to get confused between the target audience and target market. Although they are similar, their difference is key to the marketeers.
Types of Target Audience:
Now since one has understood what it is. There are different types of audience as well. After acquiring the audience based on demographics such as age, location, etc. One can further divide them into other categories based on:
This group of people are looking for information about a particular product or service before they purchase it. Usually in situations where the consumer is trying to buy a laptop, vehicle, etc. They are just trying to find more information to compare and buy. Marketeers can use this information to understand how to better direct the messaging to the audience. Additionally, this data is important for e-commerce business.
Data is collected about the customers interests such as their hobbies and interests. This data can be collected by understanding what they searched for recently. Moreover, by understanding the customer’s interest one will be able to craft their message better.
People from various backgrounds lead different lifestyles hence their need for a product will be different. To understand this better let’s take the example of a mobile phone, certain people want a new phone as a social statement while others need it for its uses. One can also target the audience by understanding how they spend their time. An audio book for those who have a long commute from work to home who would like to improve their knowledge and skills.
Understanding the culture of the target audience is of utmost importance for a marketeer. It will help in crafting the message. Certain people become a group by sharing the same culture.
Certain groups even come together when they have shared experience.
The attitude or opinions of people about a certain topic can help marketeers direct their message through the right channel to reach such an audience. For example, a charity may use communication channels that reach those who are concerned about climate change.
Moreover, personality traits will also affect the decision making process. This can be kept in mind while promoting a movie to a certain audience.
To conclude, there are very minute details to be kept in mind to understand the right target audience for the product/brand. We hope that through this blog you were able to understand what a target audience is and what the different types are. If you found this blog helpful, visit our website and read our blogs on similar topics.