A target audience is a group of consumers who are probably willing to use the services or products of a brand. Therefore, they should be exposed to brand advertising campaigns. Depending on the offered services and products, the target audience will be small or large. For example, the target audience of a shoe seller includes all groups of women, men, and children, but the target audience of a sports shoe seller is limited to athletes between 20 and 40 years old. In general, identifying and segmenting the target audience is very important for determining creative brand messages and communication channels with customers.
Types of target audience:
The target audience can be classified based on interests, location, age, gender, marital status, education level, profession, etc. 3 types of the target audience are mentioned below:
Interest: The target audience can be segmented based on their entertainment preferences.
Purchase Intention: Defines a group of people who intend to buy a certain product.
Subcultures: refers to groups of people who have common experiences such as (musical genres).
The role of the target audience:
The role of the target audience in the buying process is also important. The role of the target audience is divided into two main categories:
The Decision Maker: The person who makes the final purchase decision.
The Supporter: The supporter may not have much decision-making power, but will have a great influence on the purchase of the product. For this reason, it is necessary to provide messages that fit both roles of consumers.
Although target audiences are a great tool, marketers must keep in mind that there may be more opportunities in the market and that focusing on one audience group may result in overlooking other market groups.