What is target audience in marketing? Definition and types

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For a company, knowing its target audience is essential to develop, improve and market its products and services efficiently. We explain what the concept of target audience refers to and what types there are.

Target audience definition
The term target audience refers to a group of individuals for whom a company develops a product or service. These are, therefore, potential customers . The group that makes up the target audience shares a series of characteristics (age, sex, purchasing habits, etc.) that usually translate into specific requirements regarding how its members want the company to address them. This circumstance is of great importance for marketing and possibly also for a company's content strategy .

What is the purpose of the target audience?
Target audiences are especially important for marketing, as only through them can physical therapist email database we know how to best advertise an offer : what language to use, what colors, what images, what sounds and even what channels to use to distribute the advertising.

Some simple examples clearly show the importance of target audiences: for example, young people between 20 and 30 years old prefer to be addressed informally and to be addressed via TikTok, Instagram or even by email . On the other hand, people over 50 years old also read newspapers or magazines and often prefer to be addressed informally.

Without a target audience, marketing strategies would probably be designed in a way that is too arbitrary and intuitive. The risk of not being able to communicate with potential customers is too high.

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Advantages and disadvantages of defining a target audience
A great advantage of defining a target audience is that you are clear about who you want to target with your products and can develop a marketing plan that is tailored to them. In addition, you can always test new ideas. In an ideal situation, you will also save money , since you do not have to target the entire market, but only a small fraction, and you do not have to place ads in all media, but only in the most relevant ones. At the same time, you earn more money , since the probability of purchase, resulting from advertising aimed at a target audience, is significantly higher.

One of the drawbacks or risks of defining a target audience is that you exclude from your offer profiles that do not meet the group's requirements, but that could still be interested in your offer. To minimize this risk as much as possible, it is important to periodically check whether the target audience has changed and how, or whether there is another target audience interested in your offer.