One can uses several attributes in identifying the right target audience. These attributes are classified into three broad categories as outlined below:
Demography â€“ Demography takes into account the socio-economic data that describes a user. It includes attributes such as age, income, education, gender, geographic location, etc. The use of demographic data enables effective targeting of the marketing campaign.
Interests â€“ Such data includes the hobbies, passions, and interests of the people. By understanding customer behavior and interests, businesses gain powerful knowledge and facilitate customer engagement.
Buying Preferences â€“ Such data is important, particularly for e-commerce purposes. Audiences are classified as groups who recently searched for a product (such as laptops or cars) and did not previously search for it. It indicates that the customer wants to buy a new product but first intends to gain more knowledge about the demanded product.
For targeting audiences, marketers either use just one kind of audience attributes (e.g., demography) or blend all of the attributes to develop a detailed target group and reach out to them accurately. Targeting audiences based on these attributes allows marketers to create compact niche groups and convey the message accurately.
Benefits of Target Audiences
Choosing a particular group of audiences for the business is a powerful form of marketing focus. Targeting rejects the belief that an effective way to develop a business is hitting every living person in a specific area. Instead, it directs the businesses to narrow down and focus on the most desirable clients or customers. The benefits of having a target audience for a particular core market are mentioned below:
Targeting eliminates the bottom-feeders and the ones who are not interested in the product offering.
It allows for a better focus of the brand message by channelizing the same towards the requirements of potential customers and not the entire universe.
Targeting audiences also results in cost-effective spending of the marketing budget.
It facilitates optimum time utilization by diverting marketing efforts on the best customers and less on low-value prospects.
Target audiences help in building a profound referral base upon penetrating the target market and educating on the value of working with a particular company.
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