The target audience is the set of consumers, ideal customers or buyers who are directed by a company with the aim of seducing them with a specific product or service.
That is, the target audience is anyone who may have a need for the product or service offered by the company.
Determining the target audience for a product is key for the proposed proposal to be profitable and successful. A company needs to identify who are the potential consumers of its services to define the strategies and their implementation aimed at that specific sector.
Factors to identify the target audience
In addition to the product that is intended to be offered to a certain sector, it is useful to know their tastes and desires in order to reach it through relevant and interesting messages that arouse curiosity and attraction. There are several factors to identify them, these are the main ones:
- Demographic characteristics: It could be some such as age, purchasing power, sex, culture or religion.
- Geographical area: Responds to the areas in which you reside or buy products. We usually refer to the geographic area as towns, cities, regions, or countries.
- Consumer behavior: It is about the final ideal with which the consumer buys, as well as the purchase process that he carries out. Depending on certain factors such as your self-esteem or what you intend to project to society, it will be governed by one or the other products.
- Psychological traits: It refers to belonging to a group, tastes, preferences, personality or different lifestyles.
- Economic factors: Income level, type of contract, saver or consumer profile.
Example of some factors
We can find some examples of factors to select the target audience in the following:
- Sex: There are products that are aimed at a certain sex and it is necessary to carry out a previous segmentation. For example: women’s perfumes. Although many products seek to seek equality when addressing both sexes, some apply this distinction taking into account the characteristics of the products or services.
- Purchasing power: This is another factor that is taken into account and investigated when meeting the target audience. Companies must have a clear understanding of the economic level of the consumer they are targeting to ensure that they can afford the products they produce.
- Age: It is usually divided into specific ranges, for example from 12 to 18 adolescence. Several stages are differentiated throughout life. The levels of knowledge and practice in certain fields are taken into account taking into account age. For example: adolescents will have a more advanced practical experience of new technologies than the elderly.
Importance of knowing the target audience
Knowing the target audience can generate more sales in a company. Here are some of the reasons it will be helpful to identify it:
- Business strategic clarity: To create effective strategies, one of the factors that must be known is the consumer or people who may be interested in a specific product. A thorough study of potential consumers will reveal what can be done to target them more effectively.
- Optimization of resources and costs: There are budgets for marketing campaigns and communication strategies. If the profile of the public is known in a very defined way, it will allow us to know where to invest the money and what actions to avoid for a disbursement that is not useful.
- Improves teamwork: The company is made up of several departments, if everyone knows and is clear about the potential consumer, it will facilitate cohesion and centralize the objectives in that specific type of client that the company is targeting.
Relationship between target audience and target market
The terms target market and target audience are related to each other, but they differ in their application. The target market of a company can also be its target audience, but this is not always the case.
Experts in the business world, Philip Kotler and Gary Armstrong, point out that the target market is a set of individuals who share common needs or characteristics that the company decides to serve. These individuals are generally the end of a product.
On the other hand, the expert Tom Duncan defines a target audience as "a group that has great potential to respond positively to a brand message." These people are the target audience for the message.
Target markets affect and influence the overall market strategy of a company. Target audiences are associated with a specific message.