Knowing your Audience

- What makes them tick?

‘Finding your target audience’ is a term that is very commonly thrown around in digital media marketing. Every article, every strategy, every solution, every team lead has and will continue to use this term. But, before we dig further into this topic, one thing brands and businesses need to keep in mind is that you need your target audience more than they need you.

Who are your target audience?

Target audience is the specific group of people who are interested in your brand or product. They are the ones who are most likely to buy from you. To put it simply they are your potential customers. It’s not as simple as it sounds.  Target audiences are defined by a variety of factors, such as age, gender, geographic location, ethnicity, monthly income, interests, relationship status and so on. These factors can vary (either increase or decrease in number) with respect to your product, making your target audience niche or broader. For example, Apple iPhone, their target audience belong to the age group of 18-45, both men and women of high income group who are either students, bachelors or married. They cater to a global market.

Why is it so important to define your target audience?

Well, they are the ones who will increase your sales and generate revenue. But it’s much more than that. In order to sell a product, you need to first market the product because only then will customers be aware. In this digital age, traditional methods such as billboards and TV commercials do not work anymore. With people spending more time on their phones and apps, you cannot sit back and expect consumers to come searching for you, especially when competition (for any product) in the market is high.Therefore in order to sell your product, you need to market it to the right group of people, your potential customers. And how do you do that? By identifying your target audience.

How do you identify your target audience?

Although there is no ‘one size fits all’ approach to identifying your target audience, there are a number of ways to achieve this.

  1. Conduct market research – identity current trends of the industry
  2. Customer surveys – to understand customer base
  3. Learn about your competitors
  4. Make use of your existing data
  5. Define who is NOT your customer
  6. Employ google analytics

Once you have successfully defined your target audience, you can customize your strategies to reach out to the right group of people. Strategies will include right from branding your product till posting an ad campaign. Therefore, the sooner you are able to identify your niche group, the easier and faster it becomes for you to connect with them.