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Target Audiences

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The target audience is the group of consumers, ideal customers or buyers all of whom are running a company with the aim of seducing them with a particular product or service.

That is, the target audience is anyone who may have the need for the product or service offered by the company.

Determining the target audience of a product is key so that the proposed proposal is profitable and successful. A company needs to identify who are the potential consumers of its services to define the strategies and their implementation for that particular sector.

Factors to identify the target audience

In addition to the product that's intended to offer a particular sector, it's useful to know their tastes and desires to reach it through relevant and interesting messages that arouse curiosity and attraction. There are several factors to identify them, these are the main ones:

- Demographic characteristics: There could be some such as age, purchasing power, sex, culture or religion.
- Geographic area: Responds to the areas where you reside or buy products. Normally we refer to the geographical area as towns, cities, regions or countries.
- Consumer behavior: This is the final ideal with which the consumer buys, as well as the purchase process he makes. Depending on certain factors such as your self-esteem or what you intend to project to society, it'll be governed by one or other products.
- Psychological traits: Refers to group membership, tastes, preferences, personality or different lifestyles.
- Economic factors: Income level, type of contract, savings or consumer profile.

Example of some factors

We can find some examples of factors to select the target audience in the following:

- Gender: There are products that are aimed at a certain gender and it's necessary to perform a previous segmentation. For example: women's perfumes. Although many products seek to seek equality when addressing both sexes, some apply this distinction taking into account the characteristics of the products or services.
- Purchasing power: This is another factor that's taken into account and investigated when it comes to meeting the target audience. Companies must clearly know the economic level of the consumer they are targeting to make sure they can buy the products they produce.
- Age: It's usually divided into certain ranges, for example from 12 to 18 adolescence. Several stages are distinguished throughout life. The levels of knowledge and practice in certain fields are taken into account, taking into account age. For example: teenagers will have a more advanced practical experience of new technologies than the elderly.

Importance of knowing the target audience

Knowing the target audience can generate more sales in a company. These are some of the reasons why it'll be useful to identify it:

- Strategic business clarity: To create effective strategies, one of the factors to be known is the consumer or people who may be interested in a particular product. A thorough study of potential consumers will let you know what can be done to address them more effectively.
- Optimization of resources and costs: There are budgets for marketing campaigns and communication strategies. If the public profile is known in a very defined way, it'll allow to know where to invest the money and what actions to avoid for a disbursement that isn't useful.
- Improves teamwork: The company is made up of several departments, if everyone knows and is clear about the potential consumer, it'll facilitate cohesion and centralize the objectives in that particular type of customer the company is targeting.

Relationship between target audience and target market

The terms target market and target audience are related to each other, but have differences in their application. The target market of a company can also be its target audience, but that specific case doesn't always occur.

Business experts, Philip Kotler and Gary Armstrong, point out that the target market is a set of individuals who share common needs or characteristics that the company decides to serve. These individuals are usually the end users of a product.

On the other hand, expert Tom Duncan defines target audience as "a group that has great potential to respond positively to a brand message." These people constitute the target audience of the message.

Target markets affect and influence a company's global market strategy. Target audiences are associated with a specific message.


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