The target is an idea as old as marketing itself . buy youtube views
After all, the products or services of a brand can not fit for everyone, but necessarily address a group of specific people with specific needs. Being very clear about our target helps to focus all our marketing initiatives and obtain a higher return on our investment.
What is a novelty is that today, thanks to the analytics of different digital marketing platforms , we can obtain a large amount of data about our target and make very precise segmentations.
There are no more excuses to shoot blindly! To get the best results, let’s see what the tar
Definition of target
In marketing , the target consists of the group of consumers whose characteristics, desires and needs are more suited to the products and services offered by a particular brand. It is also called target audience, niche market, potential customers and a long etcetera.
The target marketing is dividing a market into segments and focus our campaigns in one or more of them in particular. This makes it easier to promote and distribute the products.
Sometimes, the target of a brand is not static, but evolves to adapt to new market trends. For example, traditionally McDonalds has targeted adolescents and families with children. This approach was reflected in products such as Happy Meal (a meal especially designed for children with toys included) or the design of their facilities, with free WiFi for parents and recreational areas for children. But in recent years, McDonalds has identified another very interesting target, the millennials , which is not reflected in this offer. For this reason, it has made an effort to diversify its menus and include healthier and more sophisticated options, such as salads and premium coffees.
In the digital marketing environment , we can use the segmentation options of the different advertising platforms to direct our campaigns only to those users that most interest us. In the same way, we can see statistics about the results of our ads and the interactions with our channels that allow us to identify market segments. In this way, we can align all our marketing to give just in the target of the target.
5 key points to define your target
1) Demography
The demographic segmentation is one of the classic marketing resources, but does not make it less effective. Although today we can go much further, it is always interesting to begin by defining these key aspects:
- Age : the age of the target will mark the tone of the campaign, the values and the channels used. In the case of children, we must bear in mind that parents are the ones who make purchasing decisions, so that campaigns should be attractive for both children and adults.
- Gender : Nowadays, more and more people are looking for inclusive campaigns and not taking on classic gender roles (for example, not targeting cleaning products exclusively for women). Taking this into account, there are always products that by their own characteristics will be directed to a specific genre, so we must keep this in mind to correctly guide the campaigns but without falling into stereotypes.
- Family situation : married, single, with or without children … With the current segmentation options we can get to spin very thin, for example “newly married heterosexual couples” or “parents of children between 1 and 3 years”.
2) Location
Or in other words, where do the people of our target group live ?
Sometimes, we will find situations like a brand with ecommerce that aims to reach a global market. In others, we will only be interested in users who live within a radius of 5 kilometers from one of our physical stores.
If we intend to reach a global market, we will still have to make a minimum segmentation of the target , since the same campaign will not work the same with users in Madrid and Tokyo. At a minimum, we must take into account the language and cultural factors to produce the impression we are looking for.
3) Sociocultural profile
Here we will delve a little more into the demography of our target, detailing aspects such as:
- The social class to which they belong (and therefore, their purchasing power).
- Educational level and languages.
- The profession . In the case of B2B companies, this factor is absolutely key, since we will generally want to orientate ourselves towards the decision makers of a specific professional sector.
- Values and beliefs . For example, lovers of outdoor activities, pet owners, people with an urban lifestyle …
4) Digital profile
Nowadays, this section is as important as the previous ones or even more. And is that in order to reach our target , we have to know where and how it moves.
Up to a certain point, the digital profile of our target will be linked to their age , from the centennials that live next to the mobile to the elderly who have just opened a Facebook account to be more in touch with their family.
We have to identify what are the digital channels that our target uses regularly (for example, what is their preferred social network) and their usage habits, especially in relation to purchasing decisions (do they research on Google before choosing a product? ?, Ask for recommendations on Twitter?).
5) Needs
Last (but not least!) We have to articulate what our target needs and how we can respond to that need with our products and services. This is a fundamental section when designing a profile of a fictitious client or buyer person .
What we need to know, in short, is what we can contribute to these specific users to make their lives better. Generally, what we seek is to solve a problem or improve an aspect of your day to day. Our marketing will focus on explaining to the potential customer what our products or services can do for him.