In marketing and advertising, a target audience, is a specific group of people within the target market at which a product or the marketing message of a product is aimed at.
A target audience is the demographic of people most likely to be interested in your product or service. If you own a plumbing company, your target audience is property owners, both commercial and residential. If you own a toy store, your target audience is parents, grandparents and anyone else with children in their lives.
Other examples of target audiences include single men in their 20s, tweens, working mothers, retired seniors and dog owners. In some cases, the target audience becomes very narrow-focused. For instance, if the product is a pricey Italian men’s business suit appropriate for up-and-coming Wall Streeters, then the market audience is single men in their 20s who live in New York City and earn over $200,000 per year.
Finding Your Target Audience
The best place to being is by thinking about the specific needs your product or service fulfills. If your business is designing websites you’re going to focus on selling those websites to business owners, not retired people. If your product is very general in nature (e.g., a common condiment like ketchup) less market research is needed because most people use ketchup.
If, however, the audience is more specific it’s important to gather data about your customers so you can narrow-focus.
When it comes to advertising your business, it’s imperative that you know who your “target audience” is, and how to reach them. While it’s important to reach as many people as possible, and it often seems like focusing only on certain segments of the population is limiting, you need to be “direct.” Directly reaching those interested in your product or service will ultimately put more money in your pocket.
Therefore, before you decide what your message is, and how to deliver it, you need to understand your target audience. That’s one of the key concepts in your marketing strategy.