Target

Also called: target audience

A defined group of people or institutions targeted by a product, service, campaign or organization is called a target group. Within a market, target groups can be distinguished by the fact that the members of the group share certain characteristics. Some examples of target groups: young people, those with higher education, homeowners, job seekers and early adopters. These groups are often defined based on demographic, geographic, psychographic or behavioral characteristics, such as age, location, interests or buying behavior.

The role of the target audience in marketing

In marketing, the concept of a target audience occupies an important place. A target audience is often a logical consequence of the characteristics of a product or service or the goals of an organization, but this is not always the case. Sometimes a target audience is chosen first and then the strategy and message are built around it. A well-defined target audience helps companies use their resources effectively and optimize their communications.

The target audience plays a major role in determining the desired image. The message and the form in which it is conveyed must be carefully tailored to the target audience. For example, an advertising message for young people will have a different tone of voice and visual style than a promotion aimed at older people. Consider the use of platforms such as TikTok for young people versus Facebook or e-mail campaigns for an older audience.

Channels and resources tailored to the target audience

The target audience is also important in the choice of channels and means used. For example, brands that want to reach a wide audience will choose prime-time commercials on major TV channels. On the other hand, a company targeting a specific niche, such as hobbyists or professionals in a particular field, is more likely to use search engine marketing, social media ads or even influencer marketing to connect with potential customers. The use of data and analytics plays an increasingly important role here, as it allows companies to better understand and more accurately reach their target audience.

audience segmentation

Within a broad target group, subgroups can also be identified to further refine communications. Suppose a product targets "young people," this group can be further segmented based on interests, such as sports, fashion, gaming or sustainability. For example, a brand selling sporting goods may advertise during major sporting events, while a fashion company will focus more on Instagram or TikTok with visually appealing content.