Who is the target audience and what is its role in marketing?

In the continuation of this article from New Iran educational magazine You will get the answer to your question!

In order for your show to have an audience, you need to choose the appropriate text depending on the audience Age, taste and need be them In fact, not only in the theater scene, but in the world Marketing Also, in order to reach our goals more easily, we take steps based on the knowledge we have of our audience. target audience Whoever you are, your marketing path should also move in that direction. “What does target audience mean?” you ask. In the continuation of this article from New Iran educational magazineYou will get the answer to your question!

What is the target audience?

Target audience includes a specific group of customers and audiences who are likely to buy or be interested in your products and services. Many businesses identify their target audience based on factors such as age, gender, interests, needs, etc.

In fact, depending on the type of product or service you offer, your target audience may include a wide or narrow group. For example, if you sell shoes, your brand's target audience will be broad, as it includes men, women, and children of all ages. But if you focus on selling a specific product like professional sports shoes, obviously your target audience will be narrower, for example, professional athletes between 20 and 40 years old who are runners or like to run!

Why is it important to identify the target audience?

A theater performance without an audience has no meaning; Branding And marketing is meaningless without an audience! According to the report marketingevolutionEach year, approximately $37 billion is spent on advertising that fails to reach the brand's target audience communication Establish!

This means wasting a lot of time and financial resources...

Knowing the brand's target audience allows you to create a better relationship with your customers. In fact, knowing how to communicate effectively with them will help you improve your experience More personalized Offer, improve your services and products in line with their needs and remain different from other brands.

However, knowing the target audience is important because it prevents wasting financial and time resources!

Types of target audience

The target audience can be grouped based on interests, subcultures, purchase intent, etc. In the following, we have examined the types of target audience:

1. Interests (Interest)

Monitor the entertainment and favorite activities of customers and distinguish your brand's target audience according to them. This method will help you to pursue marketing and advertising goals in a more targeted manner, establish effective communication with the audience and strengthen brand loyalty.

2. Intention to buy (Purchase Intention)

What exactly are each of your customers looking for? Examining the purchase intention allows you to better understand their needs and challenges and to respond to their needs. target audiencetake a step

3. Subcultures

Another way to group the target audience is to examine their interests and commonalities in various fields such as culture and art. In fact, by understanding the motivations of this part of the audience, you can establish more effective communications and get a better understanding of your target group.

Uses and disadvantages of knowing the target audience of the brand

Examining the advantages, disadvantages and applications of each strategy in the business world is very important; Because these factors can affect your decisions in the long run. In the following, we have explained the possible uses and disadvantages of knowing the target audience:

Applications of determining the target audience

One of the most important factors that make a business know its brand's target audience is creation Effective advertising messages aset In addition to this, identifying the target audience also has other uses, which we have examined below:

Increase the rate of return on investment

Imagine that you want to display the services and products of the brand through advertisements with a large capital, without considering exactly who your advertisements are going to affect; What happens then?

The answer is clear. Your ads have a chance to be seen, but not by their main audience! In that case you have failed. But when you identify the brand's target audience and choose the right platform for advertising, not only will your marketing goals be met, but it will also increase. rate of return on investment (ROI) It also helps.

Improving the marketing process and differentiating in the competitive market

A proper understanding of the target audience allows you to improve the marketing process through the interests and preferences of the customers. This is especially true at a time when consumers expect every ad personal and purposeful It is very important. It should be said that 80% of the audience prefers to buy a product or service from a brand that cares about personal interactions!

Disadvantages of target audience identification

Although identifying the target audience is very practical and necessary; But if your strategy is not fundamental, it may affect the marketing process. One of the disadvantages of targeting specific segments is that the reach is limited. What does this mean?

By limiting the target audience, companies may miss the opportunity to attract customers who are likely to be interested in their products or services!

How to find your target audience?

In general, there are seven steps to know the target audience of advertising; Analyzing the data you get from interactions, to audience assessment, and continuous review are some of the most important parts of these seven steps.

1. Customer base analysis

The first step to getting to know your target audience is to communicate with people who have already purchased your product or service. Providing questionnaires and online surveys is a good solution to know your audience and their interests.

2. Aligning with the latest changes in the business market

Examining the marketing efforts of similar businesses will help you become familiar with the latest advertising tricks and then use them to make your marketing efforts more visible.

3. Analysis of competitors

What platform do similar businesses use to offer their services and products? What kind of advertising is most appreciated by them? Who are their customers?

Obviously, answering these questions and analyzing the competitors' performance will help you to take a few steps forward in identifying the target audience and brand advertising!

4. Creating customer personas

It becomes difficult to know the target audience when the products and services of a brand are attractive to a wide range of customers! However, create buyer persona It is an excellent solution for checking some basic information such as interests, personal information, customer needs and approaching the target audience.

5. Who are not your target audience?

There are definitely people who are close to the target demographic; But they don't respond to your messages. Try to be precise in defining who the target audience is and who is not.

Are your audience women or women between 20 and 40 years old? Knowing this information will prevent you from spending your advertising budget on areas that are not effective!

6. Continuous review

Obviously, by collecting more data and interacting with customers, you will gain a more accurate understanding of your target audience. Based on this information, you should continuously optimize and refine your personas to get the best results.

7. Using Google Analytics

Google Analytics (Google Analytics), provides comprehensive information about the users who visit your site. This information can be used to identify key things like the channels your target audience is coming from, or the type of content they engage with the most., be used These insights will help you target your marketing efforts.

The difference between target audience and audience persona

We know that the target audience are people who are grouped and defined depending on various factors such as interests, subcultures, age, education, etc. This is while audience persona, is a fictitious but accurate persona of the audience who might want to buy your products or services. To better understand, let's take a look at examples of these two terms in marketing strategy:

Sample target audience

An outline of the target audience might look something like this:

• Age: 20-50
• Place of residence: Tehran
• Income: 25-50 million tomans
• Interests: Sports shoes for marathons
• Important items: prefers to use online platforms for shopping.

Sample audience persona

A buyer persona gives you a more accurate version of your target audience:

• Name: Hasan
• Background and purpose: Hasan has recently dropped out of university so that he can spend more time on sports training and running races.
• Details: Hassan is 23 years old, lives in Saadat Abad and has a monthly income of 25 million tomans.
• Objectives: Hasan wants to participate in two national competitions.
• Fears and discomfort factors: High costs of sports equipment, fear of physical problems such as foot pain
• Motives: Brendan Gold medalist in track and field
• Interests and hobbies: Following sports news, morning exercise with professional groups, making diet food
• Characteristics of buying behavior: Hassan prefers to use online platforms like Instagram to buy products.

How to create the right audience persona?

As mentioned, creating audience personas is a great way to better understand your customers. Combining market research with analysis from customer interviews can provide better insight into what your customers read, how they think, and what they value. To create a target persona, we suggest you consider the following:

• age
• gender
• location
• Entertainments
• income
• Education level
• job
• marital status
• People they trust
• Cultural and artistic interests

In addition to considering the characteristics of the target audience, it is necessary to check the following to get better results:

• The brand's current customer base
• A group targeted by competitors

Using this data, you can create a more accurate persona that will help you communicate effectively with your target audience and design successful marketing strategies.

The difference between target audience and target market

The target market is a set of consumers that a brand intends to sell its products and services to or reach with marketing activities. But the target audience is a group or part of this market that The main goal Advertising is placed To better understand, remember the example of selling sports shoes...

In this example, your target market is professional runners and athletes; Now imagine that during a contract, you are going to advertise your products in a certain city. Here, the target audience is the runners of that city, not all the runners and professional athletes!

Knowing the target audience; The winning card of your ads!

We know that choosing an advertising platform has a direct relationship with the target audience, however, to achieve the best results, you must choose a platform that matches the demographic characteristics, interests and behavior of your target audience. In today's business world, Formulation of digital marketing strategy First of all, it is necessary for a brand; Because this digital world is growing at an impressive speed!

However, if you are looking for professional solutions to accurately target audiences and run effective campaigns in the digital world, Advertising company New Iran and Digital marketing agency We are ready to provide you with specialized services!

The last word!

We know that knowing the target audience is one of the most important principles of success in marketing and advertising. By accurately defining your audience and using targeted methods, you can deliver your messages to people who are most interested in and need your services or products. This not only increases the effectiveness of campaigns, but also prevents the wastage of resources. How has identifying the target audience affected your marketing strategy? Share your experiences with us in the comments section.