Why Is It Important To Have A Target Audience

Why Is It Important To Have A Target Audience? Knowing Your Audience

Why Is It Important To Have A Target Audience?

Communication In Marketing

You need to consider that online marketing is now a very important part of general marketing. The Internet has generated the need to adjust the basic concepts of marketing into a new reality, where almost 80% of the strategies are focused on online media. On this article you will understand Why Is It Important To Have A Target Audience.

We then understand that, in order to work out the management of Promotion, many different options can be used as part of the marketing mix: advertisement, direct marketing, public relations, merchandising, online advertisement and promotion, etc.

Why Is It Important To Have A Target AudienceNowadays, the most common Marketing Strategies are based on a communication plan that combines several of these formulas, so the relation with  consumers has been increasing and it is now more effective than in the past.

When we see an ad, we should think about this entire framework. The best communication campaigns tend to result from a deep understanding of a company’s activity and the 4 Ps of the marketing mix:

  • Product
  • Place
  • Price
  • Promotion

These are not the only factors that should be known, but they are indeed the key factors.

Convincing is not so simple, no matter how high the quality of the product, how interesting the idea, or how useful the service might be; especially if we have competitors that have offers on the market that are really similar to ours. Nowadays it is more difficult than ever to manage to be a well-known and well-liked brand by the public.

We are going through the Era of the Empowered Consumer, which places the figure of the customer at the core of management.

Why Is It Important To Have A Target AudienceIn order to optimize results, the needs and desires of each consumer group are researched, and offers that are the best possible fit for the solutions demanded are designed as a result.

This continuous evolution has gradually modified marketing strategies and incorporated innovations in the methods of communicating messages to the consumer.

Whatever happens in the future, what marketing has learned is that it should base its work on paying attention to the needs, tastes, and desires of people.

Those in charge of communication and marketing need to be aware of the environment their company or organization works in. It isn’t just a necessity, but a real opportunity to design campaigns tailored to each specific situation. 

How The User Behaves

The population pyramid or technological advancement of a country may seem like distant aspects; nonetheless, they influence the factors that enable us to conduct a business and cause, for example, changes in the distribution of products, in the manner in which messages are received, in people’s value systems, lifestyles, etc.

All individuals and roles we share or that set us apart in society have one aspect in common: we are an audience; that is, we access media.

Advertisements connect with the public when it is exercising its role as an audience. Which is why, besides knowing the behavior of the consumer in regards to products, services, ideas, or dreams, we marketers should ask ourselves the following question:

How Do We Behave In Regards To Media?

The manner in which a message is received and the conditions affecting its interpretation are elements that the communicator has to take into account. In case of marketing communication, we should consider two basic aspects:

  • Advertisements are usually a content that is rejected by most of the audience. The excess of advertisements is one of the most common complaints by all types of media users.
  • Media used to broadcast campaigns are not identical; they offer specific conditions depending on the manner in which they convey the message, and the effort and ability demanded of those who read, watch, listen or browse.

Therefore, it is necessary to comprehend the technical qualities of each medium in order to profit the most from them. But this is still not enough – it is also necessary to understand the behavior that takes place when turning on the radio; buying the newspaper; or sitting in front of a television, cinema, or computer screen as well.

Why Is It Important To Understand Your Audience?

Consumers nowadays are empowered to take charge of the manner in which they interact with media –at home, at work, and elsewhere. And since an ever-growing universe of contents and more powerful technologies keep changing the media panorama, sellers have the challenge of making sense of it all.

Almost All Media Interactions Are Multi-ScreenWhy Is It Important To Have A Target Audience

Understanding the way in which consumers use media and their behavior towards media and advertisement, helps us develop a strategy to attract consumers in a multi-screen world.

The sudden adoption of technologies and digital devices is boosting convergence, and we see how consumers use several screens to perform the same activities.

Nonetheless, we also see that each screen does not only serve its own purpose, but all of the consumers’ screens work hand-in-hand to form a cohesive experience.

The purchasing process as envisioned by the traditional funnel model has changed. The consumption of multi-screen media means purchase decisions take different paths, and each screen plays a fundamental role.

Average Time Is Consumed Through These 4 Devices: 

Why Is It Important To Have A Target Audience

Multi-Screen consumers value experiences that are interconnected across the screens they use and have high expectations for the future of media and advertisement experiences.

Through multi-screen campaigns, sellers have a unique opportunity to reach their audience at their environment with their tone and message, guaranteeing an increased relevance and results. 

Who is a Multi-Screen Consumer and how does he behave?

The Multi-Screen Consumer is defined as an adult aged 18 through 64 that owns and uses a television, a computer, or a smartphone, and that accesses the internet at least 2-3 times a week using both his computer and smartphone.

Why Is It Important To Have A Target Audience

Why Is It Important To Have A Target Audience

Why Is It Important To Have A Target Audience

As we can see, each screen has a different personality. While convergence is taking place in the way in which screens are being used, Multi-Screen Consumers still believe that each screen has its own personality.

These personalities have implications for the Consumer in regards to how his mind deals with media and how he receives advertisements on each screen.

Here is where opportunities materialize for those in charge of marketing.

The rules of the creative game and the tone reflected on advertisements depending on the personality of individual devices better fit the expectations of individual device consumers and their state of mind when using them.

Why Is It Important To Have A Target Audience

Each screen has a unique potential to offer hard-hitting experiences that strengthen the methods for brand awareness.

But audiences are not just defined by the kind of device they use for connectivity, but also by the type of Content they consume.

By understanding how consumers interact in regards to devices and content consumption, we can truly devise the real shape of the customer segment chosen in our marketing plan as a target.

If you understand Why Is It Important To Have A Target Audience and Why Is It Important To Understand your Audience, you will be able to manage a  more effective communication, which will imply more sales, more brand power, and more trust.

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Leave a Comment:

Margaret says August 7, 2016

This is an excellent article and I have bookmarked it so I can read it again. I realize knowing your audience is important but sometimes I find it difficult. the reason for this is that a program like Wealthy Affiliate give so much value to so many people that it is hard to narrow that down. People who would benefit are in almost all age groups and come from all works of life. How do you actually choose the group that will get the most value from the program? Because there is so many people that would benefit do you choose a smaller segment such as 25 to 35 year old? Thanks for this great post I will be reading it again for sure.

    Kevin Balcker says August 8, 2016

    Hi Margaret,

    As you said,knowing your audience is fundamental. If the product or service you want to promote is too broad and targets any kind of people, try to focus just in one or two target audiences just to narrow down your options and making it easy to rank for keywords.

    Hope it helps, Margaret.

Heathguy33 says August 8, 2016

Very good information here. I have a fresh new website and this was the last thing on my mind. I always thought that all you have to do is create a website and the rest would just come. But I’m so inspired to target my traffic for my particular niche. I will let you know how it goes.

How much traffic is considered a good traffic amount?

Thanks so much.

    Kevin Balcker says August 8, 2016

    Hi mate,

    A good amount of traffic is anything around 50 or more visitors per day. It will take time, so be patient.

    My blog generated 50 visitors a day after 6 months of creating my blog, so don’t give up ever. If you work consitently, you will see the results for sure.

    Keep me posted about your porgress 🙂

Cole says August 8, 2016

Very interesting article on the importance of a target audience. Many beginners to online marketing write overly generalized articles that lack focus and suffer from way too much competition. I think you hit the nail on the head in breaking down the factors that you should consider in any kind of online marketing. Understanding and targeting your audience is so key to conversions, maybe even more important than the quality of your content! In my opinion. Thanks for a great read.

    Kevin Balcker says August 8, 2016

    Thanks for leaving a comment on my blog 🙂 and yes, understanding a target audience is the key to this business.

    Glad it helps!

lilywong says August 8, 2016

Hi Kevin, that is a very comprehensive article on online marketing – great read. I just started a natural wellness blog on weight loss and been struggling quite a bit with traffic and all. As most people can relate to this topic, I am wondering how I can pinpoint the right target audience – is it by age, country, interest or something else? Anyway, gonna use your article as part of my research to have better audience and communications with them.

    Kevin Balcker says August 8, 2016

    Hi Lily,

    Nice to hear that you have started a blog. Congrats!

    Just to give an advice, don’t worry too much about traffic yet. What will bring traffic to your post is posting content regularly. Choose good keywords and with low competition. You can read my article on keyword research here.

    Hope it helps mate

Vinnie Prasad says August 8, 2016

This was a really interesting article. Kind of put things into a different perspective. It’s interesting to see the statistics of how consumers behave during the research process and It’s important to know exactly what audience you’re trying to target. I think this will help the way I communicate and present the information now, so thanks.

    Kevin Balcker says August 8, 2016

    Hello Vinnie,

    I’m glad my article helps 🙂 Do let me know if you have any question or doubt.



Charles McClarty says November 7, 2016

Of all the 4 medias it would appear that television and the pc/laptop are the most used. That is correct, isn’t it?

    Kevin Balcker says November 7, 2016

    Hi Charles,

    That’s correct but mobile use is increasing day by day. So pay attention to make your website mobile friendly too.

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