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Target Audiences (What are they and how do they work?)
Posted on 2020-03-16 by Carol Burns
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In order to be successful with any kind of online campaign, you need to reach your target audience. This will get you better results and maximize your marketing efforts. Let’s learn how to find your target audience and why you need to use them. 


Basically, your target audience is your potential customers, the group of people that you address your products and services to.  It is usually determined by demographics such as age, gender, income, education or location.  When you use targeted audience groups, you focus on the people who will actually see your marketing messages not just on where your ads are displayed. Having the right audience is important for your campaign’s efficiency.  Studies show that ads tailored to customers’ needs can significantly increase your return on investment up to 8 times.

Types of Target Audiences

*Demography – includes attributes such as gender, education, income or geographical location.  Using this kind of data, you can target your campaign for example at women between the ages of 35-50, or Men from cities with large population.

*Interests – uses data about people’s hobbies, habits, things they are looking for or read about online.  By knowing your customers interests you can engage that audience with products that you know are going to be interesting to them.  For example, you can offer a new book for book lovers, or music books to piano players. 

*Purchase Intentions – designed especially for e-commerce.  These audiences are divided into people who recently searched for a specific product like a car or computer and had not looked for it previously.  This means they want to purchase a new thing and want more knowledge about the product.  Examples would be televisions, cameras, phones or vehicles.

For targeting purposes, you could use just one type of audience attribute or mix them to create a very detailed group. In other words, you could target users age 35-50, interested in computers who are looking to buy a new laptop.

Data Management

With digital marketing, collecting and analyzing information is easier than ever.  Marketers can check which pages they visit most often, which products are bought the most, and even which pages perform the best.  To manage all the collected information, data marketers use data management platforms.  This is a technological platform used to manage users’ data and divide them into specific groups like specific markets, products or even campaigns they read.  This allows marketers to increase sales by displaying ads to a precisely chosen group.

 How to find your target audience

To find your target you must understand your audience. What problems do they need solutions for?  Who they are? Start with your current customer base - what attributes do they have? If you store data about users, you can analyze it using a tool like google analytics. It will give you a lot of insights into your clients’ profiles.

Think about your products and services. What benefits or solutions do you offer? Try to list them. Then think about people who have a need that your business can fulfill. What age group are they? What they are interested in? What they are looking for and how can your products fill their needs? It will help you to find the right attributes of your target group.

Finding your audience and understanding what they are looking for can be an exciting journey. Analyze the data, offer them personalized brand experience and measure the results. Building the right audience is not a single activity - to increase the sales you need to review your target audiences and check how their expectations change over time.

Not sure how to gather and analyze data? Still confused about target audiences or google analytics?  Check out the Frontline Consulting Website for more information or to contact us.




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