A particular group of consumers within the predetermined target market, identified as the targets or recipients for a specific advertisement or message.
“Don’t just create content to get credit for being clever — create content that will be helpful, insightful, or interesting for your target audience.” - David Ogilvy
There is no single product that can appeal to all human beings on Earth. There will always be someone who can’t or won’t buy and use your product in any circumstances. For example, you might be making the fastest sports car ever, but if you spend money on billboards in a city where most people earn minimum wages, that’s not going to help you much. And we can all agree that if you own a male cosmetics brand, it wouldn’t be wise to run your advertisement during an episode of Sex and the City. When it comes to the target audience, there are many criteria such as age, gender, educational level, occupation, etc. To put it short, it’s not very practical or useful to market to everyone. You need to define your target audience, do your target audience analysis, and build a marketing strategy based on this insight.
Target audience is a group of potential customers who might be interested in buying your product or service. So how do you know which people are in this group? Identifying your target audience starts with gathering data from sources such as social media, web cookies, Google Analytics, focus groups, display advertising, previous sales and customer base, customer demographics, etc. Even though it might be possible to manually gather this data, using a professional product that can gather significant volumes of data in a short time saves you so much valuable time and energy.
Now that you have enough data, it’s time to create a brand audience. At Kimola, we believe that people who interact and engage with you on social media are your potential consumers. So, by measuring mostly the engagement, -because people react to and interact with what they care about- we have divided a consumer’s lifestyle in 6 different pieces to understand your audience better: Personal (demographic information and interests), Media Habits (TV shows, radio channels, news channels), Human Touch (influencers and celebrities), Organizations (brands, political parties), Conversations (categorized topics, engaged contents), and Time (active days and hours). By using Kimola’s Consumer Research Platform, you can easily create a brand audience.
When identifying and analyzing your target customer, keep in mind that you most likely have some competitors targeting the same market segment. They are also probably making their own target market analysis and conducting marketing campaigns based on this information. So it would be an excellent idea to analyze their target audience as well. Who is buying from them? What are they buying from them? What do they think about the pricing? Would it be possible for you to appeal to your competitor’s target audience just by lowering your price a little bit? What about the quality of their customer services? Are people looking for a new brand to switch to if it had better customer services? By knowing how well your competitors are doing, you can form a better strategy.
At Kimola, we make these steps of identifying and analyzing your target audience so easy. Thanks to AI-Powered anonymous profiling, we profile thousands of people anonymously in real-time through their social media activity. We provide demographics of your audience so you can understand your customers better and plan your actions accordingly. By identifying and analyzing your target audience, we help you to optimize your media buying and develop a better content strategy as well.