Audience Targeting Explained

Advertising and marketing can prove to be challenging endeavours. Sometimes marketers can unintentionally deliver the wrong message to their audience, which can lead to a lack of engagement and prevent the conversion of customers. 

Audience targeting gives brands the ability to take their full audience of prospective customers and segment it into groups based on different criteria. This method of targeting is beneficial for both company and consumer because it is efficient, creates awareness of new products, improves engagement for advertisers, and matches consumer needs with creatives and messaging. 

The point of audience targeting is to ensure the right people are reached with the right type message so your marketing efforts are not wasted. By creating unique segments, you can also create unique ads that speak to each segment differently. Audience targeting also helps ensure that you don’t waste money on those not interested in your offering.

There are 4 main types of Audience targeting which are;

  • Behavioural Targeting
  • Demographic Targeting
  • Psychographic Targeting
  • Geographic Targeting

Audience targeting gives you more accuracy when choosing who can see your ads which in turn allows you to reach users across the web based on behaviours such as their likes, interests and purchase patterns. Above all, it allows companies to deliver personalised experiences to customers who are most likely to purchase products. Targeting also benefits the publisher. Where publishers use ad monetization as a revenue stream, the ads can’t be irrelevant to the user because this is likely to reduce engagement with the product, app, or publication.

In order to ensure the right message reaches the right audience at the right time, an audience is needed to enable advertisers to boost conversion across online and offline campaigns. 

But how do You Determine your Target Audience?

To determine your target audience, you should spend some time analysing the data you receive from consumer engagements, evaluating purchase trends and optimising as new information is revealed. Here are a few steps that can help you identify your target audience;

  • Analyse Your Customer Base 
  • Identify Industry Trends and Conduct an Extensive market research
  • Do a Competitors Analysis
  • Create Personas
  • Define Who Isn’t Your Target Audience

As a marketer, understanding your audience is very vital. In addition to increasing ROI, understanding your target market allows you to build relationships and better communicate with consumers. You can develop creatives that speak to specific personas, and develop brands that coincide with the interests and values of those most likely to purchase the product.

Lastly, Audience targeting is very important especially in this digital age and as a marketer or advertiser, the last thing you want to be doing is running ads without the right data. Something to also remember is to always keep the buyer persona in mind when you target audiences.

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