Target Audience

A target audience is a category of people with common characteristics a company focuses on. Those people are the ones who are most likely to be interested in your products or services. Companies usually make use of demographic data to determine their target audience. For example age, sex, location, marital status, education level, income and so on. Reaching out to everyone is impossible; therefore businesses usually narrow their focus and try to target specific consumers who have the potential of becoming a customer. Focusing on the target audience is also very cost-effective because the businesses will run small campaigns, reaching out to people who are more likely to be interested in their product or service. Targeting the audience will always help you receive a much better return on investment. Why defining target audience is essential? A target audience is vital to a company or a media producer because they need to make sure their products are meeting the audience’s need. Knowing exactly who their target audience enables them to cater and adapt products for specific audiences by giving them exactly what they want. Businesses should gain feedback from the success of a product from the right people and find gaps in the market. How to evolve for the audience and spot the gaps in the market For example, if a business makes a program about different modes of transport. If the company knows their target audience, they will know that the people who watch this program are mainly interested in cars so they can, therefore, give them programs catered to them. The business might make a program about trains when they find out that their target audience is interested in rail transport. If the business finds that a small section of the target audience likes bikes, but no one else is making a program on bikes, the company might spot the gap in the market and make a program about bikes. Even though it might be a small audience, the business can still do well from this program because no one else is doing it. Therefore companies need to understand the target audience. However, companies also need to know how to categorize and define their audience. How to define a target audience Firstly there are a couple of terms you might come across which are a mass audience and niche audience. This is relatively straightforward as a mass audience is a large audience with a wide range of people. For example, BBC One has a mass audience. A niche audience, on the other hand, is a specific target audience and usually fairly small with a particular interest. We can define a target audience by a particular product, for example, the Sun newspaper audience. People that read the Sun newspaper are generally considered to be stereotypical people. Of course, not everyone that reads the Sun is like this, but you can get a rough idea of the audience from the products they consume. Then you can define a target audience by a type of product — for example, documentary films. You might consider people who watch documentaries to be highly intelligent and well educated. Therefore, the kind of product can help us get an idea about the audience.

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