Your target audience is the specific group of people who will most likely be interested in your product or service, and for that specific reason your advertisements should be targeting them. The target audience for the product or service provided can be determined by a variety of factors, including age, gender, income, location, interests, or other factors.
Importance of Defining a Target Audience
As a business, knowing your main target audience is extremely important, it will help define every marketing campaign or strategy planned, it also allows the business to build relationships with its consumers through proper communication methods and channels used based on the demographics of the audience targeted.
Figuring out the target audience is vital for an advertisement campaign to be successful, being able to reach them and maintain their interest will improve sales in the business. It is also important because various audiences react differently from one communication channel to another, meaning the same advertisement campaign will not be appealing to everyone, for example an auto parts sale advertisement on TV that might seem interesting to a married 45 year old male will not attract a 23 year old female that barely watches television.
How The Target Audience is Determined
The first step when defining a target audience is determining the marketing campaign’s goals; what is the brand trying to accomplish? This could be increased brand awareness, increased sales, targeting new customers, general growth or any other reason. After determining the goals of the marketing campaigns the company must conduct an audience research to understand who and how they are trying to communicate the message to, this can be done through interviews, surveys, secondary research data, competition and digital analytics, purchase histories and more.
After determining the audience and the communication channels that will be used you can start executing the strategy, the important part is analyzing the performance of the strategy when its done; through tracking every step and number the company will be able to do more of what has worked and limit or fix what is not working; you may not be reaching people who you think are interested in what you have to say. There are other ways to reach them, try a different channel, if that still doesn’t work, there’s a chance that’s not the right target for you, which is normal because over time the target audience will likely change either due to new researches or expansions.
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