Contents
- What is a target audience?
- Why define a target audience?
- Types of target audience
- Why segment the target audience?
- Developing a product map
What is a target audience?
The target audience (TA) is a group of people who show interest in your product. Members of this group may share one or more common traits, such as gender, age, marital status, location, profession, or hobbies. Defining the target audience is a key step for marketers, as all advertising campaigns are directed toward this group of people. All offers, triggers, and visual images are created with the interests and needs of the specific audience in mind.
For example, the target audience for the Tinkoff ALL airlines card includes successful businessmen and travelers who frequently fly. The main character in the advertisement is Oleg Tinkov, who symbolizes the profile of this audience. The main message revolves around choice, comfort, and VIP service. At the same time, the advertisement for the "Perekrestok - Alfa Bank" cards targets ordinary families who often shop in stores, which is emphasized by images of typical representatives of this TA.
Why define a target audience?
Every advertising campaign, social media group design, banner design, and post writing starts with the question: who is this for? Ideally, this question should be asked at early stages, even at the business opening phase. Understanding your audience is critically important: if you cannot attract a sufficient number of customers, it may be worth reconsidering the project concept.
For instance, opening a mono café specializing in selling barbecue pork ribs may be unprofitable if there are many Muslims living in that city. A misunderstanding of the needs and interests of the target audience can lead to market failure, significant marketing costs, and low financial returns. By studying the target audience, you will be able to:
- Gain a deeper understanding of your customers by identifying their key characteristics: gender, age, marital status, and income level.
- Learn about consumers' problems and desires to offer solutions. For example, mothers on maternity leave may be interested in sports but face the challenge of leaving their child.
- Identify important product characteristics that interest customers, whether it's price, taste, or environmental friendliness.
- Select appropriate communication channels for your target segment, avoiding ineffective platforms.
- Create an effective sales strategy and advertising campaign, tailoring the text, design, and offers to the target audience.
Types of target audience
The target audience can be divided into several categories:
- Broad and narrow: A broad audience includes, for example, coffee lovers, while a narrow audience includes those who prefer brewed Arabic coffee.
- B2B and B2C: B2B (business to business) involves target groups consisting of organizations, while B2C (business to consumer) is aimed at individuals.
- Main and indirect: The main audience makes purchasing decisions, while the indirect group may influence this process. An example is the "FrutoNyanya" advertisement, which targets both children and parents.
It is also worth noting that marketers distinguish between the core audience and the potential audience. The core consists of primary consumers who actively use the product, while the potential audience includes those who could become customers with the right positioning.
Why segment the target audience?
Imagine you decide to open a coffee shop in a large city, offering drinks, desserts, and savory pastries. Your target audience cannot be limited to just people who love coffee. In the morning, office workers and students who prefer take-out coffee come in. In the evening, your visitors are mothers with children and romantic couples, while during the day, freelancers work on their laptops.
Developing a product map
At the stage of analyzing the target audience, it is extremely important to create a product map. This map should detail the company's main directions, tasks, and user needs, as well as highlight key advantages for buyers. With well-developed target audience and product maps, marketers can formulate precise messages for advertising creatives, websites, and product pages, ultimately contributing to more effective client interactions.