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Target audiences

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Target audiences It is a notion that is used in the field of marketing and the advertising . The concept refers to a representative and ideal consumer to which a campaign is directed or to buyer who aspires to seduce with a product or service .

With some specific variations in certain cases, the idea of ​​the target audience is similar to what terms and expressions refer to as target , target market or Target market .

The determination of the target audience of a product It is key for the commercial proposal to be successful and profitable. For a company, it is very important to know who the potential consumers to allocate resources in its capture. This means that, once the target audience has been determined, the advertising and marketing strategies will be aimed at that specific sector of the population.

Suppose a beer brand plan to launch a product premium . A market study allows you to notice that this kind of product is more likely to succeed among consumers over 40 who live in urban areas and who belong to the middle and upper-middle class. From this data, the brewery develops an advertising campaign on the TV programs, magazines and Internet sites that this target audience usually consumes, so that the message of the new product reaches them directly.

If the beer brand in question is not responsible for defining your target audience, you will probably end up investing in an advertising campaign whose message reach people who are not interested in the product.

Knowing our target audience also means knowing how to communicate, what others pleasures It also has the product or service we want to offer, and that allows us to reach it in a closer way, with messages that are relevant and interesting, to get into your world to let you know that we have just what you are looking for. There are several factors that we must observe to identify it, and among them are the following:

* age : this variable usually contains a range, such as from 12 to 16 years old, or a stage of life, such as adolescence. With exceptions, age is usually representative of certain aspects of a person, among which is the volume of knowledge that he has and his interests. It is not common for a 4-year-old child to speak several languages ​​or for an 11-year-old to have planned his time at the university with great detail, in the same way that seniors do not usually perform as well with technology as teenagers. ;

* sex : While the world seeks equality in all possible aspects, the differences between men and women continue to make noise, an absurd noise but heavier than reality itself. While looking at the person's sex is overlook your sexuality and your individuality , more than one market continues to apply this distinction precarious when designing their products and services, trusting that men are the target audience of cars and women, of clothes;

* economic level : he purchasing power of people is not directly proportional to their tastes, since there are those who spend a lot just because they can, those who save excessively and those who buy more than they can afford. But companies must know clearly what is the economic level of their target audience to make sure they have the means to consume your proposal . This point strongly conditions the characteristics of products and services, both opening doors to more advanced functions and forcing to reduce costs.

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