After all, a brand’s products or services cannot fit everyone, but necessarily target a specific group of people with specific needs. Being very clear about our target helps to focus all our marketing initiatives and to obtain a greater return on our investment. What is new 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 for shooting blind! To achieve the best results, we are going to see what exactly the target is and how we can define it according to 5 key variables.
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 specific brand. It is also called a target audience, market niche, potential customers and a long etcetera. The Sri Lanka Phone Number List 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, McDonalds has traditionally targeted teens and families with children. This approach was reflected in products such as the Happy Meal (a meal specially designed for the little ones with a toy included) or the design of its facilities, with free WiFi for parents and recreational areas for children. But in recent years, McDonalds has identified another very interesting target, 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 interest us the most. In the same way, we can see statistics about the results of our ads and interactions with our channels that allow us to identify market segments. In this way, we can align all our marketing to hit the target’s bullseye.
5 key points to define your target
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 start by defining these key aspects:
- Age : the age of the target will set the tone of the campaign, the values and the channels used. In the case of children, it must be borne in mind that parents are the ones who make purchasing decisions, so the campaigns must be attractive to both young and old.
- Gender : nowadays there is an increasing demand for inclusive campaigns and not assuming classic gender roles (for example, not directing cleaning products exclusively to women). Bearing this in mind, there are always products that, due to their own characteristics, will be directed to a specific genre, so we must keep this in mind to correctly target campaigns but without falling into stereotypes.
- Family situation : married, single, with or without children … With the current segmentation options we can get to a very fine line, for example “recently married heterosexual couples” or “parents of children between 1 and 3 years old”.
Or in other words, where do the people of our target live ? Sometimes, we will find situations like an ecommerce brand that aims to reach a global market. In others, we will only be interested in users who live within a 5 kilometer radius of one of our physical stores. If we intend to reach a global market, we will continue to 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 the very least, we must take into account language and cultural factors to make the impression we are looking for.
3) Sociocultural profile
Here we will delve a little more into the demographics of our target, detailing aspects such as:
- The social class to which they belong (and therefore, their purchasing power).
- Educational level and languages.
- Profession . In the case of B2B companies, this factor is absolutely key, since we will generally want to orient ourselves towards decision makers in a specific professional sector.
- Values and beliefs . For example, lovers of outdoor activities, pet owners, people with an urban lifestyle.
4) Digital profile
Today, this section is as important as the previous ones or even more. And it is that in order to reach our target , we have to know where and how it moves. To some extent, the digital profile of our target will be linked to their age , from the centennials who live glued to their mobile phones to the elderly who have just opened a Facebook account to be more in touch with their family.
We have to identify the digital channels that our target uses regularly (for example, which is their preferred social network) and their usage habits, especially with regard to purchasing decisions (do they search Google before choosing a product? ? Do you ask for recommendations on Twitter?).
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 Phone Number List when designing a fictitious client or buyer persona profile. 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 them.