The target audience is made up of ideal or representative consumers to whom a company's commercial and marketing actions are directed.
Target audience is a notion used in the field of marketing and advertising . The concept refers to a representative and ideal consumer to whom a campaign is directed or to the buyer whom one hopes to seduce with a product or service .
With some specific variations in certain cases, the idea of target audience is similar to that referred to by terms and expressions such as target , target market or target market .
Determination of the target audience
Determining the target audience of a product is key for the commercial proposal to be successful and profitable. For a company, it is very important to know who the potential consumers are in order to allocate resources to attract them. This means that, once the target audience has been determined, advertising and marketing strategies will be directed to that specific sector of the population.
Let's say a beer brand plans to launch a premium product. A market study allows you to notice that this type of product is more likely to be successful among consumers over 40 years of age who live in urban areas and who belong to the middle and upper-middle class. Based on this data, the brewery develops an advertising campaign in TV programs, magazines and Internet sites that this target audience usually consumes, so that the message of the new product reaches them directly.
If the beer brand in question does not take care of defining its target audience, it will probably end up investing in an advertising campaign whose message reaches people who are not interested in the product.
Advertising campaigns aim to seduce the target audience.
Factors to take into account
Knowing our target audience also means knowing how they communicate, what other tastes they have in addition to the product or service we want to offer them, and that allows us to reach them in a closer way, with messages that are relevant and interesting, getting into their world to let you know we have just what you're looking for. There are various factors that we must observe to identify it, and among them are the following:
* age : this variable usually contains a range, such as 12 to 16 years , or a stage of life, such as adolescence . With exceptions, age is usually representative of certain aspects of a person, among which is the volume of knowledge they have and their interests. It is not common for a 4-year-old to speak several languages or for an 11-year-old to have planned his or her time at university in great detail, in the same way that older people do not usually cope as well with technology as teenagers. ;
* sex : while the world seeks equality in all possible aspects, the differences between men and women continue to make noise, an absurd noise but heavier than reality itself. Although looking at a person's sex is overlooking their sexuality and individuality , more than one market continues to apply this precarious distinction when designing their products and services, trusting that men are the target audience for cars and women are , of clothing;
* economic level : people's purchasing power is not directly proportional to their tastes, since there are those who spend a lot just because they can, those who save excessively and those who buy more than they can pay. But companies must know clearly what the economic level of their target audience is to ensure that they have the means to consume their proposal . This point strongly conditions the characteristics of the products and services, both opening doors to more advanced functions and forcing costs to be reduced.