Addressing target groups improves advertising

Online Marketing Lexicon
target group

Definition: target audience

Target groups are specific Groups of customers, the one Address advertising should. Or in other words:

The advertising is of no interest to all viewers or readers who do not belong to this group.

Target audiences are often social research based on statistical characteristics, too social demographic characteristics called, defined.

Examples of typical features

  • Demographic characteristics: Age, gender, marital status, place of residence
  • Socio-economic characteristics:Income, schooling and vocational training
  • Psychographic characteristics: Lifestyle, desires, values, motivation
  • Buying behavior: Price sensitivity, purchase range, media usage, purchase frequency

Why do you need a target group?

The main question in any business is: Who will ultimately buy the products or services? Once the target group has been defined and narrowed down, it can also be addressed directly in the next step. The different Marketing tools can now be adjusted accordingly and the result implemented in departments such as marketing and sales.

The target group analysis is a dynamic process and has to be revised and renewed from time to time.

Once you have determined the size of the target group, you can also make statements about the to reaching paragraph to meet.

Find the right audience

In order to find your target group, you should thoroughly familiarize yourself with your product and keep your customer busy. The following questions will help you choose the right target group:

1. What problems does your product or service solve?

What are the benefits of your idea? And how do I differ from the competition? It is important to know your own unique selling point and to emphasize the customer benefits.

2. Who is most likely to have this problem?

In what situation does the target group need the product or service? At this point you should break down who you are focusing on. Is it individuals? Companies? Familys? The distinction between B2B and B2C marketing is very important for target group finding.

3. Are there different groups with different needs?

You may have more than one target market or market segment. It depends on how the target group uses the product or service. For example, a bike shop can help a family with a young child find a safe bike for a 5 year old. On the other hand, he advises athletes on choosing a professional racing bike.

4. What does your typical sample customer look like?

The creation of a buyer persona gives your target group a concrete face. With a picture in mind, the personal address is easier and you can quickly see the most important characteristics of the customers.

How do I know who is my target audience?

The main sources of informationto get relevant data about the target group are:

  • Customer surveys (in person, online, etc.)
  • Analysis tools (Google Analytics)
  • Social media touchpoints
  • Experience from the industry

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