What is Target Audience?

The target audience is the sector of the population to which we direct our marketing actions. That is, those people who need our products and/or professional services. Due to the Anglo-Saxon origin of the term, when talking about a company’s target audience, it is very common to use anglicisms such as target (objective), target group (target group) or target market (target market).

Types of target audience: the generational example

Although there are many ways to establish the different types of target audiences, the best known example is the segmentation of a company’s target audience by generation.

Baby Boomers

Baby boomers are those born between 1945 and 1964. They have in common the fact of having lived through great changes such as the hippie and new age movement, rock ‘n roll, the arrival of television in the home, etc. These people broke with the old habits of their predecessors, especially in relation to family, sexuality and marriage.

Generation X

Generation X are people who were born between 1965 and 1980. This type of target audience is an example of a consumer who is adaptable and receptive to new commercial offers. This is because they have experienced major social, economic and cultural shifts in their lives, so they tend to be open to change.

Generation Y (Millenials)

Generation Y groups together those born between 1981 and 1995. For this reason, they are considered the first digital natives. As a target audience, they are an example characterized by having overcome the social struggles of the previous generation. However, they have also had to live through major economic and environmental crises, so they can sometimes be very difficult to persuade.

Generation Z (Pivotals)

Generation Z are those born after 1996. They live in total dependence on technology. Hence, they are an example target audience for ecommerses and businesses specialized in the sale of technological products. But they are also the least receptive, so they are one of the target audiences that require the most advertising efforts on our side.

how do I define my target audience?

To know how to define your target audience, you need to conduct thorough market research. You need to know both the competition and the habits, preferences and needs of consumers. When analyzing the latter, it is vital that you look at factors such as age, gender, region, employment status, income, religious beliefs, etc.

To do this, we recommend that you turn to research conducted by competent organizations. Based on these alone, you can conduct your own research to answer questions specific to your business. It is also a good idea to analyze different types of target audiences in the example of large companies.

When conducting research on how to define your target audience, it will be very useful to turn to social networks. There, you can study your potential customers through observation, direct contact, surveys and questionnaires, etc.

It will also be very helpful to use online tools such as Google Trends, which offers numerous data with relevant information about the current market.

A detailed study of the supply and demand conditions in your sector will allow you to define which groups of people are worth investing in. Having a clear understanding of a company’s target audience is essential in order to maximize conversions with the lowest possible investment.

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