The target audience, these are a group of users targeted by some advertising activities that are of interest to the advertisers and/or interested in any information.
The target audience is people whose need is met by your product or service.
Imagine starting a home before doing a soil analysis. So is the analysis of the target audience.
The ignorance of the target audience either leads to a complete rejection of the product on the market or something common in practice, significantly increasing the budget for creating and promoting the product.
Example: A business owner spent a lot of money on flyers and business cards, which she distributed in the area or at events. The site calls were few. Advertising costs were not justified.
Clarifying which clients need a makeup artist and when.
After analyzing the target audience, the following client portraits appeared:
⦁ Future brides and their mothers.
⦁ Women on maternity leave.
⦁ Residents of remote areas of the city.
Establishing co-operation with major wedding agencies, information on the lounge in kindergartens and schools of teachers and parents, opening a lounge group on social networks.
The chosen strategy for promoting the salon for interaction with its target audience has contributed to quality internet feedback.
After several months of work, it turned out that the salon group on the social network carries the largest flow of customers. The salon gave up contextual advertising and focused on the social network.
It was also decided to create a separate page for the salon administrator, as this method of connection was noted as the most convenient for clients.
Conclusion: Defining and analyzing the target audience is required in the initial stages of ad creation.
Types of the target audience
In today’s market practices, the following types of the target audience are distinguished:
- Basic and indirect. The main audience decides to buy, it is the initiator of actions, as opposed to indirect. Of course, it will be a priority for us.
Example: the main audience of toys is children, and their mothers are the indirect audience. In addition to mothers scrutinizing products for defects or safe use, they pay for the purchase and are the initiators.
- Wide and narrow target audience. This is clear from the title.
Example: tea lovers have a wide audience and white fruit tea lovers are narrow.
And the classic example is a target audience. Target Business (B2B) and Individual Consumption (B2C) audiences.
We can also separate the target audience by the goal of a site visit.
Target audience interested in the content of the site (visitors enter the site for information).
Visitors who are interested in products and services on the site for further acquisitions.
Where to look for information?
You can find target audience data by:
Try to interview as many people as possible. Look for information in forums, blogs, social networks (in groups or public pages) on related topics.
Social networks, this is a base for conducting research and research, a focus group for your product or service.
⦁ Easy audience segmentation;
⦁ A large part of the respondents’ answers;
⦁ It does not take long;
⦁ Minimal investment.
Example: A study of possible occasions for eating chocolate helped Nestle identify the target group of “depressed chocolate lovers” who preferred to buy expensive candy cans. The new candy promotion strategy has boosted sales thanks to a narrower audience.
It is important to interview the so-called “initiators of purchases”: for example, when buying children’s furniture, men’s pants or shirts, women also enter the target audience as it is they who decide on the need to purchase.