Define your audience

What Is a Target Audience?

Your 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 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.