Target groups and personas in online marketing

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(Online) marketers will sooner or later – usually sooner – come into contact with the concept of the target group.

A target audience is defined as a group of people with specific characteristics who satisfy a deep inner need with the help of a product or service. Personas represent archetypal users, goals, motivations, needs, and other characteristics, as representatives of this broadly defined target audience. Personas thus make it easier to make informed decisions in product development and simultaneously create the right marketing content.

Target groups and personas
The target group analysis
We can define our target audience by conducting a target group analysis. The singapore phone number data following segmentation criteria are of interest in a target group analysis:

Geographical characteristics (origin, nationality, etc.)
(Socio-)Demographic characteristics (age, gender, marital status, etc.)
We obtain such statistical information by analyzing internal and external data. Previously, this required complex market research studies. Today, we can use data from our CRM or tracking tools like Google Analytics. Under certain circumstances, this can provide information about age and origin.

A competitive analysis is a good way to analyze external data. Google, Facebook, Amazon, and even review portals offer good insight into the target audience of your competitors.

If we collect all the characteristics of our potential target customers and then cluster them step by step, we'll create one or more data-based target groups with rather static characteristics. It quickly becomes clear that geo- and socio-demographic characteristics, and a rough competitive analysis , aren't sufficient for a detailed target group analysis. While the data gives us a first impression, it's not really meaningful when it comes to the purchasing behavior and needs of the target group.