The target audience is one of the most important aspects of marketing activities for any modern company. Its presence in a certain group of goods provides an opportunity to concentrate on a particular group of market consumers and create an ideal product for them that can later be sold in the right place and with competent communication.
What is she like?
The target audience is an element that defines the boundaries of the company's market, and it is recognized in the process of conducting specialized marketing research.
In other words, this is a specific group of people who are interested in your product and want to get the benefits provided by its acquisition. It can be a certain consumer segment of the market or a group of several such segments at once. It is quite natural that there are certain signs and characteristics for each group that the target audience includes - these are:
- Geographical location (for example, the product is distributed among residents of Western Europe).
- Socio-demographic situation (for example, women aged 30-40 years with an income above the average, working in business).
- Psychographic characteristics (for example, this product may be in demand among people trying to assert themselves in the surrounding society).
- Behavioral characteristics (for example, certain products are ideal for people who buy goods only once).
In the process of determining the target audience, you must pay close attention to the dynamics of its number and the total number, which is measured in thousands. The volume that your target audience has is the market capacity and sales margin. With this information, you can estimate in advance the profitability of the business being conducted, as well as the overall payback of advertising investments and the future growth of the company.
Core and species
The kernel has any target audience: it is a certain group of people, which includes the most important and active consumers of a certain product. In the majority of cases, it is customary to attribute to the core consumers who can bring companies the maximum share of sales and profits, that is, they use this product most often or have the highest need, satisfying it by any means. Thus, in modern marketing practice, it is customary to distinguish two main types to which a target audience can belong - this is primary and secondary. Each type has its own characteristics, and therefore requires an individual approach to itself.
Primary, or as it is also called, the main target audience of advertising is the priority communication of any brand, which includes a group of people who make a direct decision about the need to purchase a particular product. In other words, the primary audience is the initiator of the purchase.
The secondary target audience behaves more passively, and even if it takes part in the procurement process, it cannot be the initiator of the need to purchase any service or product. In this regard, the secondary audience has not such a high priority for the brand.
The differences that each such target audience of the brand has are the initiative of acquisition. A striking example here can be children's clothing, which was originally designed specifically for children, but only parents will buy it. Children cannot make independent purchases of clothes for themselves, but at the same time they often act as initiators, since they ask her from her parents and need her, as a result of which they represent the primary audience.
By socio-demographic characteristics, the target audience is a group of people, distributed according to the following parameters:
- social or marital status;
- income level;
- race or nationality;
- occupation, profession, position;
- place of residence.
In this case, the definition of a target audience is the choice of a certain group of people according to the above criteria. For example, some product can be designed for women aged 40-50 years old with low or medium income who have a secondary special or higher education and who live in large cities with a population exceeding 1 million people.
This principle is fully used when the target audience of the media is determined - these are regional or long-distance TV channels, the programs of which are intended for a specific group of people. For example, forensic programs and TV series are designed mainly for men over 30 years old and having an average level of income.
Psychographic characteristics are also used to reach the target audience. This is a specific set of parameters that must be met by people representing potential consumers:
- description of character traits;
- values, attitude to any acute social problems;
- consumer behavior model;
- hobby, lifestyle, some personal hobbies;
- most frequent places of purchase of goods or features of purchase;
- relation to price;
- factors that determine the choice of product.
All of these parameters must be taken into account, especially if you use more serious advertising media, such as conducting customized interviews, shows or anything else. The target audience of the program is one of the most important parameters for determining where exactly it is best to advertise your products in this way.
How to determine the target audience?
The most difficult, but at the same time, paramount task for any modern business is to determine the target audience of its own product. It is from this step that the entire marketing mix that your company spends in the market will depend completely on. It should be noted that the definition of the target audience can be carried out in two main ways:
- proceed from the characteristics of the product that you sell;
- based on the size of the market you are about to capture.
What should be considered when determining the target audience?
Regardless of which option you choose, you need to answer a few of the most important questions:
- What is a socio-demographic portrait of potential customers?
- What psychographic features can a target audience have?
- What are the main requirements for the product can be imposed by most potential consumers?
- What are the key needs that people who buy this product will try to satisfy?
- How are consumers going to shop, and what exactly influences their choices?
- Where the target consumer can find out information about a particular product and with what specific means of communication does it interact during its day?
Determine depending on the product.
If you have a certain product, and at the same time you cannot change its characteristics or make it quite difficult, in this case you should choose such a market segment in which even with the current features your products may become relevant. In this case, the most optimal would be to use the following search pattern for potential consumers:
- Analysis of the goods. Make a comparative competitive analysis of your products, try to see its strong or unique properties. It is best to find at least 2-3 of the most important qualities that can be packaging design, price, working conditions and much more.
- Consumer analysis. Try to do research in the form of a consumer survey. Try to get from loyal customers the answers to the above questions and determine why it is your product that is currently valued in the market and why they buy it.
- Segmentation Based on the key properties for which the product is distributed by consumers in the market, engage in segmentation. Identify groups of people who are interested and not interested in your product, as well as those who may be interested in them in the future.
- Planning. Prepare a maximally detailed plan of marketing campaigns aimed at attracting and retaining potential customers in order to improve the product and expand the range.
Also an important element that needs to be considered when determining the external and internal target audience is a socio-demographic portrait of potential buyers.
Determined by market
If you are only going to launch a certain product on the market and at the same time set a goal to seize it, then you are not limited in any way in terms of the existing product, as well as the image that has developed about it. In this case, you can use the following work plan in order to find the most attractive target audience for yourself:
- perform a complete market segmentation and analysis;
- try to identify the most attractive segments in terms of principles of work and profit;
- describe the most likely buyers from this segment based on the above six questions;
- make a detailed plan of how you are going to work with the target audience.
Features determine the target audience
In the process of drawing up a portrait of your target audience, you should always think that this is a certain group of people who want to satisfy a specific need, and this is exactly what your product is meant for. In other words, you offer people a product that solves a specific need, and you need to find those consumers who have this need. They will represent the target market for you.
Such a group can be quite broad or narrow, while the wider your target audience, the more vague its description will be, because it becomes difficult to identify some of the most pronounced characteristics. In practice, all companies are trying to focus on a wide range of target consumers, trying to limit it to the limits of age, income or values. After that, the target audience is already divided into several groups depending on the model of consumer behavior, and each group is described in more detail using behavioral characteristics, as well as the severity of customer needs.