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LogoutYour target audience refers to the specific group of consumers most likely to want your product or service, and therefore, the group of people who should see your ad campaigns. Target audience may be dictated by age, gender, income, location, interests or a myriad of other factors.
The following are the factors to be considered before deciding the target audience for any advertisements:
- Age
- Working class(professionals)
- Non – working class(Retired/Home makers)
- Socio economic status
- Region specific
- Religion/community etc.
Depending upon what you sell, your target audience might be niche or broader. For example, if you were a shoe vendor your target audience would be broad, since men, women and children all wear shoes. On the other hand, perhaps you specifically sell high-performance running shoes. Then, your target audience would be more niche – elite athletes between the ages of 20-40 who have expressed an interest in running, or have run a marathon. Either way, it is important to define and segment your target audience in order to determine the creative messaging that will resonate with them, and pinpoint the channels they prefer.
Examples of a Target Audience
Target audiences center around a specific group of people. These can be men, women, teenagers, or children. They generally share an interest such as reading, running, or soccer. Personas can help advertisers investigate relevant magazine titles or industry publications.
The Benefits of Knowing Your Target Audience
As a marketer, understanding your target audience is vital. This information will define every marketing plan and strategy you execute. Airing an ad during the Super Bowl might seem like a great way to be seen by as many people as possible, but it is also expensive. Furthermore, only a quarter of the viewers would actually be interested in your product. Knowing that your target audience reads a certain publication or watches a certain show means that your ad will be seen by fewer people, but the right people. For example if you sell running shoes, ads in running magazines may be a better fit for your target audience. Selecting the right media is essential for achieving marketing ROI on your efforts.
In addition to increasing ROI, understanding your target market allows you to build relationships and better communicate with consumers. You can develop creative that speaks to specific personas, and develop brands that coincide with the interests and values of those most likely to purchase the product. This is especially important at a time where consumers expect every ad to be personalized and highly targeted. In fact, 80 percent of consumers say they are more likely to do business with a brand that offers personalized interactions.