Effective Audience Targeting

published on December 24, 2013 | tagged in:

What is Audience Targeting

Audience Targeting is the process of identifying specific segments of consumer groups targeted for ad delivery campaigns. With more than a billion people using the internet with diverse preferences, it becomes essential for website owners and advertisers to be strategic and deliberate in formulating campaigns that users will most likely respond to. How can it be done? Let’s dig a little deeper

The Difference between Target Audience and Target Market

A target market is a segment of consumers who are primed to make a purchase and understand the value of your product. This audience is defined by demographic data such as age, location, ethnicity, and so on. (source: The Ambassador Blog)

A target audience, is a specific group of people within the target market at which a product or the marketing message of a product is aimed at. A target audience can be formed of people of a certain age group, gender, marital status, etc. (source: Wikipedia)

Connecting With Your Audience

Targeting to become an authority site starts with connecting with your audience. You need to take time to educate yourself with a solid picture of your audience profile: demographic, psychographic, shopping, social, occupation data, search data, contextual, behavioral.

Once you have defined the specific people group you want to reach out to and their particular profiles, you can draw a more complete picture of who they are and deliver a more targeted message to achieve your intended results. More sniper-like instead of aerial bombs.

Thanks to technology, today’s audience is easier to reach. The downside is, they can also be lost twice as fast. They can detect scams, spam, ham, and superficial, artificial, self-serving sites as effectively as any bloodhound could. If it’s all about you and not about them, you most likely won’t have an audience to talk to in the long run.

Benefits over Features

A feature is a logical motivation. Benefits are emotional. Connecting with your audience means that they perceive that what you are offering is not only a good product but it is something that they want or will want to have. It’s not really a choice of emphasizing a benefit over a feature. It’s about communicating both to give the audience a complete picture of what to expect to help them make the choices you want them to make.

The Ties That Bind

Connecting to your target audience is just the beginning. What do you do when they do? Integrity builds trust and confidence. Stay true to what you promise. Be the authority that they can trust. Spend time studying how you can effectively reach your audience before jumping to tactics that haven’t been thought through. You will reap the fruits of your investment and be rewarded, eventually, with loyalty and long-term relationships with your audience.

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