What is target?

Target means objective in Spanish. In marketing, we usually use it instead of or as a contraction of the term target group, which means target audience. This is the group of potential buyers of our product or service. Therefore, to whom our communication and marketing activities are directed.

why is the target group important?

Some people still wonder why the target group is important. The answer lies in the main idea of marketing: each product has its own type of consumer. That is why campaigns that do not establish a realistic target-advertising relationship usually fail. Time, money and effort are wasted in promoting a product to a target group of customers who are reluctant to buy. Many companies have gone bankrupt because they made a mistake in choosing their target group.

Therefore, it is an essential part of the market research necessary to develop an effective business model, and every marketing campaign must revolve its strategies around the right customer target.

Sometimes, we use the term Target Marketing to refer to those marketing actions that are aimed at a group of individuals.

Types of target group in marketing

It is not possible to talk about a Target Marketing campaign, let alone a business model, if there is no defined target group. In fact, companies usually have several, depending on the categories of products and services they offer. Therefore, we need to know what each one is like.

A good way to classify any target group is by age, since different generational groups have their own tastes, preferences and ways of thinking. Let’s see then what are the types of target groups according to this criterion:

Maturist

World War II changed society. In fact, it can be said that the world as we know it came into being with its culmination. Therefore, those born before 1945 have a more conventional way of seeing things and are reluctant to use new technologies. Hence, they are one of the most demanding target types. They require a very fine and personalized targeting-advertising balance.

Baby Boomers

One of the most important post-war phenomena was the Baby Boom between 1946 and 1964. Those born during this period are often referred to as Baby Boomers. Their mentality already began to differ from that of their parents, the Maturists, in all aspects of reality: from the concept of family to their ideas about politics and economics.

X Generation

Formed by those born between 1965 and 1978, it is considered the most adaptable generation. They saw the emergence of the Digital Age and the Internet. They welcome technological development with affection and even with a certain nostalgia. They tend to use the Internet in all facets of life, from shopping to business.

Millenials

They were the first digital natives. When they were born, computers already existed. Born between 1981 and 1995, they grew up with information technologies. They are more prone to gender equality, have an entrepreneurial nature and view the workplace with a lot of flexibility. They are inseparable from their mobile device and the Internet is an essential part of their lives.

Pivotals

Pivotals or Generation Z are those born after 1995. They are arguably more digital natives than the Millenials, since from the moment they opened their eyes they saw computers, cell phones and video game consoles everywhere. They love technology and are the first to buy every new advancement. Although most of them are not yet working, they see their future career as a function of flexible hours, convenience and freedom of action.

Related Posts