A target audience is a group of consumers targeted by marketing messaging.
Why do we need to understand our target audience?
oSpecific campaigns/messaging target specific customers.
How do we learn more about our target audience?
oGain insights from our target market
oCollect quantitative data from external sources
oCollect quantitative data from internal sources
oCollect qualitative data
Collect information needed to further segment audience
oAge
oGender
oLocation
oIncome
oBehavioral traits
oOccupation
oInterests
oLife stages
oBuying habits
Where can you find this data
oExisting company and industry research
oAnalytics tools
oGoogle Analytics- helps you identify trends and patterns in how visitors engage with
your websites. Features enable data collection, analysis, monitoring, visualization.
oSocial Media Insights
oCustomer relationship management platforms (CRM)- A technology for managing all
your company’s relationship and interaction with customers and potential customers.
HubSpot and Salesforce are two of the most popular CRM systems.
Building empathy with customers
oTo connect and communicate with customers authentically, marketers must have
empathy with their audiences.
Why is empathy relevant to marketing?
oHelps marketers understand their customer’s needs.
oHumanizes brands and helps build authentic connections.
oAllows marketers to understand their customers buying journeys
oHelps marketers build messaging and content.
Empathy research methods
oSurveys
oInterviews
oFocus Groups
oObservations
Surveys and Focus Groups
oAllow marketers to ask specific question to specific audience.
oCan help build aggregate data as a result of large response rates.
