Useful Tips

How to analyze the target audience

Galina Kuzmenkova, Managing Partner and Market Analyst at IRBIS Digital Agency, talks about how to make an analysis of the target audience yourself.

There are many tools on the market that allow you to interact with audiences, but a large amount of information that attacks the customer every minute develops his immunity. It is difficult to reach the buyer if the message does not meet his requirements and interests.

How to reach the buyer?

Offer him a solution to his problem in a way convenient for him. To identify the problem, it is necessary to analyze the target audience.

You can do the analysis of the target audience yourself without resorting to the services of specialized agencies. In the process of analyzing the target audience, you can find new solutions and business opportunities.

I have developed a simple and illustrative example that will help you independently analyze the target audience.

What is the analysis of the target audience

An important point. Consumer and buyer are not always the same person.

For example, I buy flowers for myself - I am a buyer and a consumer. I buy flowers as a gift to my mother - I am a buyer, my mother is a consumer. I will choose a flower shop according to my preferences, and flowers according to my mom’s preferences.

Step one. Customer segmentation

Let us analyze the target audience on the example of a flower shop.

We analyze not only our customers, but also prospective ones.

Who buys flowers (not only in your store).

As a result, we got several segments with different interests, buying behavior and goals.

Florist buys flowers for events, halls, etc. A student buys flowers for a girl and mom for a holiday. A schoolboy buys for mom and grandmother. They are all buyers of flowers.

Step Two Customer portrait

For example, we will analyze the buyer - the man (husband).

The task is to find out what the buyer has a problem and how we can solve it.

To do this, draw up a portrait of the buyer according to the following criteria:

A customer portrait is drawn up for each segment. When collecting a portrait of a buyer, do not make him faceless.

Where to get information?

Communicate with your customers, interview friends, acquaintances, read forums.

Step Five How to reach the buyer

Sergei Petrovich is not an advanced Internet user, he rarely visits the store, arriving home late.

How can we reach him?

With this simple analysis, you can find solutions that will help increase sales.

For an extended analysis, in the framework of which experts conduct qualitative research and create a map of consumer interaction with the Customer Journey Map product, it is better to attract experts.

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4. User polls

Surveys can be conducted on your website, in social networks or create survey forms using special services.

In Facebook, surveys can be carried out using the built-in functionality. In the "VKontakte" survey can be attached to any post.

Google Forms

A simple and free service for creating electronic surveys, which are available here. Also allows you to create tests. Your users will be able to take the survey, and all answers will be recorded. To get started, just have a Google account (mailbox in Gmail).

Surveys are easy to create, special instructions are not required for this. In addition, you can use the ready-made template, and then change it a little. The service has a built-in “Help”, in which there are answers to the most popular questions. After creating a survey, you need to publish it, then you can configure access levels - the survey can be accessible to everyone or only those who have a link to it.

Surveymonkey

Service for conducting surveys, with which you can get answers to your questions. The only thing is that you should already have some contacts. These can be profiles on social networks, email addresses from the mailing list or CRM.

Questions should be specific, that is, first you need to decide what information is needed. For example, if you have an online store, it will be useful to ask the user why he refused to buy, which seemed difficult to him, what are the advantages of competitors?

The point is to find a “bottleneck” in your sales funnel, a moment that makes the user difficult and prevents you from making a purchase. And with the help of the survey, try to understand how to fix the situation.

If this is your first time creating a survey, you can use one of the ready-made templates or simply take it as a basis and create your own.

You can start getting acquainted with the service from the Basic tariff plan, which is provided for free. In it you can create an unlimited number of polls. However, keep in mind: one survey cannot include more than 10 questions and no more than 100 answers can be collected in one form. There are also limitations on the question designer. In addition, this tariff plan involves only individual work - you can not create additional accounts, develop common templates and jointly analyze data.

This tariff will be enough to conduct a small survey, for example, to find out the degree of satisfaction with your service. If you understand that you need more features, then at any time you can apply for a paid subscription. The most expensive tariff plan is 4999 rubles per month.

The service has another drawback: at any rate, you will need to independently create a questionnaire and send out invitations to participate in the study. It may be difficult to interview a potential audience that has not yet left contacts.

5. Analysis of brand mentions

At this stage, services are used that track comments, reviews and mentions in social networks, forums, and thematic sites. Analysis of mentions allows you to understand how the brand looks in the eyes of users.

There are several services that let you track mentions. We will consider the largest and most popular of them - Brand Analytics.

Brand analytics

If you want to know what social media users say about your brand or competitors, contact Brand Analytics.

Service to cover an unknown part of the audience. It keeps track of all references to your company, brand, person or service, brings together information and presents it in an accessible graphic form. One of the advantages is the speed of indexing, in a few minutes you will see a mention of your company. Second, Brand Analytics effectively collects Facebook posts and Instagram comments. You can see how often you are mentioned and in what vein.

Why is it important to know the audience in person?

A simple and illustrative example:

Let's say you sell ballroom dancing shoes. You can stand at a busy intersection and offer your goods to everyone you meet. And hope for a chance that someone will be interested and buy.

Most likely you will be smarter and offer shoes, for example, to the participants in the ballroom dance tournament. Or advertise in the Sports Palace. Sales will go significantly faster. That's because you advertised with a high affinity index. And what is affinity index and what does the target audience mean in fact, you will learn a little lower.

Getting into the target audience ensures the success and prosperity of the business. When you know your client by sight, know his needs and habits, then it will not be difficult for you to determine the strategy of an advertising campaign.

And ignorance of one’s target audience, or incorrect, too vague, definition of the target audience dooms the goods to failure. And it leads to inflation of advertising budgets, which means lower profitability of the business.

Why analyze your target audience

Let's look at what the target audience is. This is a group of people for whom a certain product or service is intended. All participants in the target audience have something in common - for example, the need for something, the problem that they want to solve. It is to meet the needs of the target audience that your product is intended. But in order to more accurately identify what the audience needs, it is divided into segments - by gender, age, income, area of ​​activity, etc.

A company cannot work and provide absolutely all its goods or services. Each product is designed for its target audience, which has unique characteristics.

Distinctive features of representatives of the target audience are:

  • Interest in the product. Spare parts for the car do not need those who do not have a vehicle.
  • Financial ability to purchase. A boutique with expensive clothes is inappropriate to place next to the hostel.
  • Susceptibility to marketing pressure. Often, adherents of one brand are not affected by any, even the most highly effective marketing techniques designed to lure them to the side of another brand.

Analysis of the target audience and the accurate identification of "their" consumers are necessary for any company. Before starting an advertising campaign, promoting a new product or service, you should definitely determine who the product is intended for. The narrower the target audience, the more effective you can interact with it.

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Many companies do not fully understand how important the target audience is. However, it is she - the starting point of any marketing strategy. Here you can draw an analogy with fishing. Any fisherman selects a bait depending on what kind of fish he wants to catch. The situation is the same in the field of trade and services - the choice of a marketing strategy is always determined by the portrait of a potential buyer.

If the company knows its target audience, then:

  1. He understands how to increase customer loyalty - people will come back and recommend a product or service to their relatives, friends, acquaintances.
  2. Finds new buyers more quickly and cheaply. Advertising costs are significantly reduced if the company knows exactly where and how to look for customers.
  3. Forms proposals that fully meet the requirements of customers.

Where to start marketing analysis of the target audience: segmentation and drawing up a portrait of Central Asia

Analysis of the target audience is an important task for any business. The competition in the market today is very high, and therefore it is not enough just to submit an offer beautifully. It is necessary to demonstrate to the client what tasks and problems the offered product or service will solve, how the product can change its external and, most importantly, internal world. In other words, do not sell the product, but the result, the benefits of its use.

When analyzing the target audience, you need to remember: consumers buy goods according to their 4 needs:

  1. Basic.
  2. Social.
  3. Spiritual.
  4. In order to enhance the status.

When compiling promotional materials, it is necessary to focus on these particular needs.

So what should a company know about its potential consumer?

To conduct an effective analysis, you should know the gender of your clients, their financial and marital status, profession - that is, have an idea of ​​socio-demographic and psycho-graphic indicators. In addition, you must imagine where and how your target audience spends their free time, what they are interested in, and what social networks they use.

It is very convenient to divide the target audience into segments or classes to understand what your customers want, that is, to conduct a more detailed analysis of the target audience. By segmenting or clustering, you collect audience information and organize customers into separate categories according to similar characteristics.

If you want to get good results from the analysis, make a portrait of a potential client, describing him in detail. The following components must be present in the portrait of your potential client:

  • age, gender, marital, social status, income level, education, profession,
  • social activity (leisure, social networks, social circle),
  • how the product is able to solve the problem, satisfy the needs of the client,
  • what associations does your product or service invoke,
  • for what purpose and why the consumer buys products.

There is nothing complicated in collecting such information. Experienced marketers use all possible sources, for example, analyze the site’s metrics (user clicks and ignored resources), social networks (on which sites the person is registered, which communities are interested in, what information is publicly available).

The collection of such data is certainly not an easy process, but, believe me, the result will pay off. You will conduct a detailed analysis of the target audience, direct advertising to users who really need it, and get as close as possible to a potential client.

Do not forget that approximately every 7 years a person changes his life priorities, habits and needs:

  • 1-7 years old, 7-14 years old. Representatives of this age category do not interest us, since they are insolvent.
  • 14-21 year old. Interests at this age come down to hanging out with friends, discos, meeting a partner, getting married, and finding a job.
  • 21-28 years old. People are preoccupied with family, children, building a career, still looking for a partner, someone is experiencing a failed marriage, someone is busy with improving housing conditions, etc.

If you know how old your client is, you understand what he is currently concerned about, what he theoretically needs, and what needs your product can satisfy.

Another important parameter in the analysis is the financial situation. This indicator affects the decision-making bar for the purchase of goods. For example, an iPhone X is unlikely to be bought by an unemployed person or student.

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Where to start marketing analysis of the target audience: segmentation and drawing up a portrait of Central Asia

Analysis of the target audience is an important task for any business. The competition in the market today is very high, and therefore it is not enough just to submit an offer beautifully. It is necessary to demonstrate to the client what tasks and problems the offered product or service will solve, how the product can change its external and, most importantly, internal world. In other words, do not sell the product, but the result, the benefits of its use.

When analyzing the target audience, you need to remember: consumers buy goods according to their 4 needs:

  1. Basic.
  2. Social.
  3. Spiritual.
  4. In order to improve the status.

When compiling promotional materials, it is necessary to focus on these particular needs.

So what should a company know about its potential consumer?

To conduct an effective analysis, you should know the gender of your clients, their financial and marital status, profession - that is, have an idea of ​​socio-demographic and psycho-graphic indicators. In addition, you must imagine where and how your target audience spends their free time, what they are interested in, and what social networks they use.

It is very convenient to divide the target audience into segments or classes to understand what your customers want, that is, to conduct a more detailed analysis of the target audience. By segmenting or clustering, you collect audience information and organize customers into separate categories according to similar characteristics.

If you want to get good results from the analysis, make a portrait of a potential client, describing him in detail. The following components must be present in the portrait of your potential client:

  • age, gender, marital, social status, income level, education, profession,
  • social activity (leisure, social networks, social circle),
  • how the product is able to solve the problem, satisfy the needs of the client,
  • what associations does your product or service invoke,
  • for what purpose and why the consumer buys products.

There is nothing complicated in collecting such information. Experienced marketers use all possible sources, for example, analyze the site’s metrics (user clicks and ignored resources), social networks (on which sites the person is registered, which communities are interested in, what information is publicly available).

The collection of such data is certainly not an easy process, but, believe me, the result will pay off. You will conduct a detailed analysis of the target audience, direct advertising to users who really need it, and get as close as possible to a potential client.

Do not forget that approximately every 7 years a person changes his life priorities, habits and needs:

  • 1-7 years old, 7-14 years old. Representatives of this age category do not interest us, since they are insolvent.
  • 14-21 year old. Interests at this age come down to hanging out with friends, discos, meeting a partner, getting married, and finding a job.
  • 21-28 years old. Люди озабочены семьей, детьми, построением карьеры, все еще поиском партнера, кто-то переживает неудавшийся брак, кто-то занят улучшением жилищных условий и т. д.

Если вы знаете, сколько лет вашему клиенту, то понимаете, чем он в данный момент озабочен, что ему теоретически нужно, и какие потребности способен удовлетворить ваш товар.

Еще один важный параметр при анализе – финансовое положение. Данный показатель влияет на планку принятия решения о покупке товара. For example, an iPhone X is unlikely to be bought by an unemployed person or student.

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Effective offline and online methods for analyzing the target audience

So, you have identified a separate market segment of the target audience. Next, you study it and make up the image of a potential customer. Here you can use several methods of analysis of the target audience - both online and offline.

1) Offline methods analysis of the target audience is:

  • An oral survey or a written survey of a selected segment of customers.
  • Personal interview in focus groups.
  • Phone surveys or e-mail questionnaires.
  • Analysis of the target audience by the “cabinet method”, in the framework of which they study the existing data on the target audience.
  • Surveillance of consumers at points of sale is a "mystery shopper" method.

Separately, a few words should be said about Sherrington's “5W” method. In this case we are talking about 5 questions, which in English begin with the letter “w”. Answers to these questions will give you information that will become the basis for the formation of a minimum portrait of the buyer: what - what (type of product), who - who (type of consumer), why - why (motivation to buy), when - when (time of purchase) , where - where (the place where the product is sold).

2) Online methods:

On the Internet, an analysis of the target audience can be performed, for example, by examining customer profiles (using open data) or by analyzing resource traffic.

One more universal and effective on-line method - “targeting” or “targeting” should be mentioned. The basis of the method is the processing of search queries. That is, thanks to this method, you will find out information about what products or services on the Internet a person is looking for, on which sites he spends time, which makes online purchases.

Moreover, the meaning of the term “targeting” is broader than just an analysis of the target audience. It also implies the demonstration of advertisements to the particular consumer segment that interests you.

Targeting happens:

  • Thematic.
  • Temporary.
  • On the selection of advertising sites.
  • By socio-demographic characteristics.
  • According to the psychophysiological type of the buyer.
  • By geographic location.

If you determine your customers and conduct an analysis of the target audience using the above methods, then form consumer demand. Our needs for food, clothing, household items, and even people in the role of life partners are determined by advertising. If you correctly use the technique of influence, you can literally impose your product on a specific customer segment, which is the target audience. But for this it is just important to know what your audience needs.

Google analytics

A service designed to analyze the target audience has almost the greatest capabilities for controlling the behavior of people on the site. Creating an account in Google Analytics is easy. You just need to register there and add Java Script code to the site pages.

You have the opportunity to use both the paid and free versions of Google Analytics. Note that the free version differs from the paid version only in that it allows you to analyze no more than 5 million pages per month. But, as a rule, this quantity is quite enough.

Thanks to Google Analytics, you can find out which users are most active, get information about conversion statistics. The analytical service also demonstrates the geographical location of users, demographic data, shows what people are interested in, how they behave, from which devices and through which browsers they access the site.

Simply Measured

Experts also conduct analysis of the behavior of the target audience, studying social networks. If you have business accounts on Facebook, Instagram, then there are users who are interested in your product or service and want to get acquainted with the news.

Simply Measured target audience analysis service studies users on Twitter, measures Instagram account traffic, deeply analyzes content, demographic features and Facebook account competition.

A significant advantage of Simply Measured is that this tool is free. You only need to register.

SimilarWeb

A very convenient program for obtaining data on any Internet resource and site comparison. The service helps to find out how involved users are, from which sources traffic comes from, and to break down information about each of them. SimilarWeb shows what your target audience is interested in, which pages of the site are most in demand, and provides other important information.

SimilarWeb generates reports with basic data for free. There is also a paid advanced version.

KISSmetrics

Thanks to this analytical service, you can not only track user actions, but also compose information about them received from different devices. KISSmetrics is useful for optimizing advertising and marketing campaigns and automating the process of interacting with the target audience.

The program provides various kinds of reports on customers, conversion, traffic, segments, data and testing. In addition, the service provides a customer service manager and support by phone and e-mail.

You do not need to pay for KISSmetrics immediately. You can use the service absolutely free for 2 weeks to evaluate all its advantages. If everything suits you, go to the paid version. Its cost will be $ 120 monthly.

Thanks to the Hotjar service, you will conduct an effective analysis, understand what your target audience wants, and how to increase the conversion to your site. The program not only performs a detailed analysis of the Internet resource, giving out data about clicks, conversions, views, reactions, etc., but also provides special features, including:

  • questionnaires
  • proactive chats (pop-up helper chats for communicating with users),
  • FAQ
  • recommendations for improving content and UX,
  • A / B testing.

The program has both a free trial and a paid one starting at $ 29 per month.

How to analyze the target audience of the online store

In order to conduct an effective analysis and determine the target audience of the site, it is necessary to evaluate the following parameters:

  1. Main characteristics (gender, age, location of users).
  2. The interests of the audience, which you can learn about through the study of social networks and communities.
  3. The financial situation of representatives of the target audience. If you specialize in selling VIP tours to islands or jewelry, your potential clients may not be students, employees of budgetary organizations, unemployed housewives, etc.
  4. Tasks. Here it’s enough to understand what problems your product or service is intended to solve. The answer will allow you to clearly define the tasks.

The larger the list, the narrower the target audience. However, analysis of the target audience can also be done using special techniques and supporting criteria. Let us dwell on them in more detail.

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B2B and B2C in determining the target audience

Does it happen that the target audience of one online store applies to both the B2B segment and the B2C segment? Of course, because, for example, a cosmetics store can sell its products to both private customers and beauty salons.

If end customers are only part of the B2B segment, it will be easier for you. Why? This category is more stable, of course, with the exception of crisis periods. The B2C segment cannot be called stable, because every day improved technologies, improved cosmetic formulas, new developments appear on the market, as a result of which the demand among customers fluctuates sharply.

That is why marketers developing advertising campaigns for the B2C segment should analyze almost every month, monitor the market situation and note the slightest fluctuations in order to adjust the data on the target audience in time.

When choosing consumers for the B2C segment, you should remember the main mistake - a wide target audience. To avoid errors, be sure to segment the target audience.

CA segmentation

According to the results of studies of large target audience, it is somewhat easier to establish communication with small customer segments, combined into one target audience.

In order to receive information and further divide the target audience into company segments, the following analysis methods are used:

  • Questionnaires on the site or in communities on social networks. Questionnaire results allow you to get information about targeted conversions, age, preferences and other important parameters about users.
  • Surveys of potential buyers of internal and external types on third-party sites.
  • Surveys and other studies conducted by marketing agencies.

At the moment, you have the opportunity to use the new tool from Yandex, which allows you to search and segment the target audience - Yandex.Audience. You can upload your own data to the new program and use Yandex information to set up advertising campaigns.

5W Mark Sherrington Technique

In order to conduct a qualitative analysis of the target audience and get reliable results, you need to segment it using 5 main questions (5W Sherrington):

  • What? - type of product,
  • Who! - type of buyer
  • Why? - why should a customer make a purchase,
  • When? - What time do consumers want to shop?
  • Where? - place of purchase.

Based on the results of such an analysis, you will finally identify segments of your target audience, form an effective advertising campaign and present your services or products taking into account the preferences, needs and lifestyle of potential customers.

Portrait of Central Asia

The portrait of the target audience is called the exact description of its bright representative. In other words, this is a fictional person with a name, age, hobby, lifestyle, and other characteristics that marketers give her. Often this imaginary person is even picked up a photo. Of course, all these properties are taken by marketers from the target audience to which it belongs, performing the analysis.

The portrait of the target audience is as follows:

  • First, social characteristics are distinguished - gender, age, marital status, income level and profession.
  • The following is information about pastime (on which forums, thematic sites, in online stores, social resources the user spends his time).
  • They then determine which problems and needs to address your product.
  • What will your potential customer feel when he buys your product or service? Will the consumer become prettier, healthier, better able to relax and spend leisure more useful?
  • For what reason should a person choose in favor of your product, and not the product of competitors?

Analysis of the target audience and the formation of a portrait based on its results will allow you to establish closer interaction with the consumer. A portrait of the target audience is formed in order to give the information received a face and to give it character, because relying on bare statistical facts is not the best solution.

Whatever the stage of development of your online store, analysis by the target audience should be a priority. If the portrait of the target audience is blurry or inaccurate, you simply don’t understand who and how to sell the product or service to.

Create a unique selling proposition

So, you conducted an analysis of the target audience and formed a portrait of a potential buyer. Now take the time and energy to create separate advertising, banners or landing pages for each segment. Form UTP for them, and you will hit the target.

If you create a unique selling proposition for a narrow segment of the target audience, the conversion to the target action will be higher.

Affinity Index

Thanks to the compliance index, you will be able to assess the degree of compliance of a particular advertising channel with the necessary target audience. The compliance index largely determines how effective the advertising campaign will be and how much interaction with Central Asia will cost.

When comparing the “Affinity Index” with other indicators - the number of visits, refusals, and the level of conversion, you will learn about the preferences of the target audience that are best converted.

Promotion channels

  • SEO.

In this case, the site is adapted to the requirements of search engines, and when developing content they use keywords and phrases. Target audience - search robots.

If the analysis is carried out incorrectly and the target audience is determined, the key queries for search promotion will be composed with errors.

  • Content marketing.

Your content should be of interest to the target audience. You should form it on those topics in which you are well versed and act as an expert.

A successful strategy does not mean the obligatory delivery of viral content. You just need to act consistently and behave towards the audience sincerely.

Targeted advertising

Thanks to targeting analysis tool such as targeting, you can interact with customers with certain qualities and characteristics. At the same time, your ads are shown only to the selected audience segment.

A Nielsen study found that mobile ad targeting reached its goal in 60% of cases. More than half of mobile ad impressions find their target audience.

Targeted advertising in social networks is one of the most actively developing Internet marketing channels today.

With SMM, the generated content is adapted for various social networks.

On December 22, 2016, the Vkontakte social network launched look-alike targeting. This allowed you to target the target audience, which is similar to yours in a number of characteristics and interests. Settings for advertisements were supplemented with geo-targeting settings. However, while there are no settings for those who live in this territory, periodically visits it or travels within it, as is implemented on Facebook. According to the developers, very soon it will be possible to target "home", "work" and "right now in this place."

Facebook defines interests based not only on user data. The service also does this automatically, based on activity - with what content the person interacts, in which communities he is.

Instagram targeting has the same features as Facebook. But it must be borne in mind that users use these social networks to solve various problems.

  • Contextual advertising.

If representatives of your target audience do not order goods or services through social networks (sometimes this happens), use contextual advertising. Search contextual advertising is displayed in response to a user request.

In this case, user requests are:

  1. Targeted. A person enters into the search bar a specific product or service that he wants to buy. An example of an exact entry: "buy a hairdryer in Murmansk."
  2. Shopping. The user wants to purchase a product or service, but hesitates. For users of this category are storytelling, native advertising, list articles tops and so on. "Top 10 smartphone models."
  3. Attendant. We are talking about requests related topics, not aimed at finding your product or service - "History of the creation of heaters."
  • Email marketing.

In order for the newsletter to be effective and bring the desired result, analyze the target audience and be sure to divide the target audience into segments - by interests that clicked on the newsletter, replies to the newsletter, hobbies, professions, etc.

You can influence potential buyers using the technique of influence and persuasion. As a basis, you can apply the theory of Dave Streiker, who developed most of these exposure techniques and wrote many books on similar topics. Note that it was Dave Streaker who created the changingminds.org website, which is very popular in the USA and Europe.

  1. Theory of Confidence.

If you express an idea or thought confidently, then increase your chances of successful product promotion and the effective impact of advertising. If you doubt, are not sure of anything, people will hardly trust you.

Deficit = promotion.

Everything is simple here - any product or service attracts potential buyers much more when they find out that the stock is supposedly limited, or the special offer is no longer valid in the near future. An example of such a promotional message is “Only until March 31, a discount on all women's shoes 50%!”.

The technique of sleeping.

The bottom line here is that in advertising (or in a message of a different kind) for the target audience there is no direct indication of the purchase of goods. A potential buyer will begin to relate to such a package more loyally. Consequently, the likelihood that he will buy your product increases significantly.

The above rules will be relevant for a very long time, for any economic industry and sector, as they are based on the usual human needs for communication, respect, comfort and the desire for leadership.

Stereotypes that influence the analysis of the target audience

Человеческий мозг старательно обобщает сведения об окружающей действительности, а потому мы автоматически формируем у себя в голове множество стереотипов, которые действуют и сознательно, и бессознательно. Проводя анализ целевой аудитории, составляя портреты потенциальных покупателей, вам непременно следует их учитывать.

Итак, стереотипы, как правило, бывают:

  • гендерными (женщины более эмоциональны, по сравнению с мужчинами),
  • возрастными (люди преклонного возраста все время болеют и малоактивны, молодежь, напротив, всегда активна),
  • national (the inhabitants of Central Asia are builders, unskilled labor, the British are prim people, the Latin Americans are emotional),
  • professional (tour operator and the like),
  • social (movers uneducated and uneducated, and professors - cultural and well-read),
  • in appearance (a person with glasses is smart, full - kind).

When analyzing the target audience, you need to take into account stereotypes that provoke and increase users' trust in the Internet resource, blog, group, namely:

  1. Beautiful design, thoughtful to the smallest detail design and convenient user interface.
  2. The presence on the site of expert opinion, the presence of well-known brands among partners.
  3. Corporate ethics and doing business in accordance with Western technologies.
  4. Companies that act as news sources are more interesting to users than organizations that disseminate irrelevant information.

Common errors in target audience analysis

  • Incorrect appeal to the target audience.

It is necessary to conduct an analysis of the target audience correctly, without errors. Example: a store sells clothes for teens. Many marketers make a mistake when referring to representatives of their audience not on “you”, but on “you”. At the same time, such cronyism can alienate potential buyers.

  • Incorrect definition of places visited by potential customers.

At the moment, it is very common for companies to present gift certificates to consumers through friendly organizations. For example, visitors to a beauty salon are given certificates for a visit to a fitness club. The client comes to the salon, takes the leaflet, and then goes to the club.

However, in this case it is very important to place certificates where your potential clients can be. Naturally, it makes no sense to distribute leaflets to visit an expensive fitness club through "economy" class salons.

  • One-time analysis of the target audience.

An analysis of the target audience should be carried out regularly - once to compile an objective picture of your consumers is clearly not enough. Buyers' preferences are changing, and therefore this process must be constantly monitored. If you do not conduct regular analysis, the demand for goods will significantly decrease.

  • Full dependence on the requirements of the target audience.

As Jobs said, you do not need to completely depend on the needs of the client. The buyer may simply not understand what he wants. You just have to act boldly to offer your customer something qualitatively new.

If you want to get a high-quality analysis of the target audience and, based on its results, develop an effective marketing strategy, contact the professionals.

What is the target audience?

A moment of theory to immediately agree, as we understand the concept of "target audience".

We give the definition:

The target audience (in English - target audience, target group) is “a set of real and potential consumers of a product or service who are willing to change their preferences in favor of a given product or service under the influence of marketing measures”.

Recall the Pelevinsky example of defining a target group:

... according to Madison Avenue marketers, Pepsi's target audience in the 90s was to identify with a successful jeep monkey.

Do not be surprised if you meet somewhere definition of “target group”. it synonymous with the target audience.

Another answer to the question “what is the target audience?”: this is the group of people that all marketing communications of the brand are aimed at.

And for comparison. Here is the definition given by Wikipedia:

“The target audience is a term used in marketing or advertising to refer to a group of people united by common signs, or united for the sake of any goal or task. Under the common signs can be understood any characteristics required by the organizers (for example, working married women from 25 to 35 years old, wearing glasses). ”

How to determine your target audience?

Fig. 1. Why in the niche of big teddy bears are women the main target audience, and men the indirect? Although it is the representatives of the stronger sex that acquire bears. The answer is below.

When we at the agency ask customers the question “Who is your target audience?”, In 99% of cases we get the answer - “well ... these are solvent men and women aged 15-35”. it target audience description no good! Focusing on such a group of characters is almost the same as aiming your finger at the sky. Therefore, the choice of the target audience is not as simple an event as it seems at first glance.

The heart of the target audience - core. This includes the most active consumers of the product or service, they bring the company (or will bring in the future) most of the profits and the largest volume of sales.

Start identifying your target audience with a classification:

  • Primary target audience

This category includes people who decide to buy goods or not. It is to this part of Central Asia that the main forces of the advertising campaign are directed.

  • Indirect target audience

Indirect CA It can also participate in the sale process, without being a “locomotive” of making a purchase. Accordingly, this part of the group has a lower priority when planning an advertising campaign.

Thus, you can focus on both the consumers of the product and its customers. As you know, this is not the same thing.

Types of Target Audience

It’s still important to consider your types of target audience. It could be:

  • target audience in the b2b segment (business to business - business for business),
  • target audience in the b2c segment (business to customer - consumer business),

If your customers are end users (b2c), then you will have to do it harder. The reason is that the b2b sphere is considered to be more stable (the exception is acute crisis periods), demand fluctuations are not so noticeable in it.

In the b2b sector, it is easy to assess market capacity as well as target audience size: information, who is the target audience, is in the public domain. In advertising messages for the business segment, it should be borne in mind that the product is most likely purchased by the responsible person for the needs of the company or for resale.

B2c Target Audience Options highly susceptible to external influences. New innovative products and trends appear on the market, the economic and political situation is changing, and all this affects user behavior. In the b2c sector, marketers need to be very sensitive to the slightest fluctuations in market demand and adjust data about CA.

In advertising for the b2c sector, it is important to consider that the product is purchased primarily for personal use.

One of the classic mistakes in the b2c sector is too wide target audience (we already wrote about this above). To avoid this error you needabout highlight segments of the target audience.

Segmentation of the target audience

To determine the target audience segmentation (allocation) of a market segment is carried out.

“Segmentation (clustering) - dividing customers into groups with similar properties, identifying group needs and creating a proposal focused on the target segment.”

To segment the target audience you can use the technique "5W" by Mark Sherrington. This is the most popular. method of determining the target audience and psychological characteristics inherent to potential buyers.

Market segmentation is carried out on five issues:

  • What (What) - type of product,
  • Who is the type of consumer
  • Why (Why) - motivation to buy,
  • When (When) - purchase situation, time,
  • Where (Where) - place of purchase,

A simple table option:

Fig. 2. A table for analyzing the target audience according to Sherrington. In the example, ordinary drinking water is used as a product.

Segmentation results will reveal the target market segment. Consumers included in it, and will target audience of your product or service.

Target audience table can be expanded. Thus, you can at the same time analyze competitors.

To do this, vertically place the competitor segmentation methods, and horizontally - five “W” questions. An expanded table will help to analyze the entire market at once, evaluate the position of competitors and determine the advertising strategy.

In this way, segmentation of the target audience allows you to create more personalized ads for characters from different segments. The main advantage of this method of determining the target audience is the presentation of a product or service, starting from the needs of Central Asia, taking into account its behavior, desires and lifestyle.

How to make a portrait of the target audience?

A more accurate description of the target audience will help accurate target audience. To start, make a portrait (or profile) of the target audience according to a simple scheme:

  1. Gender, age, income level, status, marital status, profession - i.e. socio-demographic portrait and psychographic characteristics,
  2. Where does your potential CA spend free time (in which social networks are registered, what forums are read, etc.)
  3. What customer problems can your product close? What kind of “pain” is he trying to solve with the help of the product.
  4. What emotions does your product evoke, what is associated with? Maybe it raises the status, allows him to feel healthy and athletic, etc.
  5. Reasons to buy exactly your product, as well as reasons to buy a similar product from competitors.

Congratulations, now you know how to make a portrait of your target audience! Photos and collages of characters, by the way, are also useful to use to visualize your target audience.

Many large advertising agencies back up study of the target audience with photography the brightest representative of the group.

Description of the target audience example:

Fig. 3. At first glance, the target audience of premium engagement rings is wealthy men from 28 years and above. However, this description can be well expanded, as well as add a female audience.

Service - premium engagement rings.

The first description of the target audience, that comes to mind: wealthy men from 18 to 45 years old,

A more detailed and correct description of the target audience:

  1. Men, age from 28 to 45 years, income level - from 80 thousand per month, a resident of the metropolis, have a relationship of about 1.5 years and above, they are used to looking for information on the network, they prefer Facebook from social networks.
  2. Women, age from 25 to 35, income level - average, from 50-80 thousand per month, residents of the metropolis, work in the office, have been in relationships for about 3 years, “solve problems themselves,” prefer social networks from social networks.

Attracting the target audience

In this chapter you will learn how to to renderimpact on the target audienceyour company.

Did you find out how to identify and describe your target audience. So it's time to think about how the target user should respond to your ad.

The most obvious reaction is the purchase of the advertised product. But not so simple. The executed deal is the result of far from one touch and long deliberation of the client.

Until the decision is made, your client goes through a number of mandatory steps:

  • product awareness
  • knowledge,
  • predisposition,
  • preference,
  • conviction,
  • and finally making a purchase.

Characters of your target audience may be at any of these stages. You can plan communications with the client in such a way as to capture them only at a certain stage. And ideally, hold the hand through all the steps to make a purchase.

For example, at the stage of awareness, you can see a lot of advertising in which the name of the product sounds (remember the first clips of the “Just for communication” tariff), but without a description and characteristics. At this stage, it is enough for CA to simply remember the name of the new product.

Target Audience in Internet Marketing

Fig. 4. An example of the separation of 2 flows of the target audience on the landing: private owners who order the service for themselves, and employees of large companies who order dismantling for the needs of the company.

Let's talk how to attract target audience by internet marketing. To do this, you can use all the variety of channels to "catch" the target audience of online advertising:

  1. SEO
  2. Content marketing
  3. Contextual advertising,
  4. Social media (promotion in social networks, blogs, forums, etc.),
  5. Display advertising (banners, teasers, etc.),

Networking is worth starting with analysis. Indeed, each promotion channel, whether it’s Vkontakte, Facebook, Instagram, Yandex.Direct, has its own target audience.

For example, advertise "wholesale crushed stone"On Instagram is a bad idea. Customers are used to spending free time in social networks and are ready to buy goods there mainly for personal needs. For example, engagement rings advertising and others jewelry shows a good result in social networks. And crushed stone is bought in bulk by managers sitting at the workplace from 9 a.m. to 7 a.m.

So the time has come to talk about the Affinity Index (Aff, affinity index or compliance index). It shows the relevance of the selected ad channel to the target audience. And significantly affects the effectiveness of the advertising campaign and cost of contact with the target audience.

Let's go back to the rubble. For example, advertising for this product on Instagram will have a low compliance index, and advertising for the same rubble, but from 9 to 7 hours on weekdays and in Yandex.Direct, the index will be much higher.

In Internet marketing, there is a special tool - targeting (or targeting). Targeting allows you to work only with that target audience, which has certain characteristics, and show ads only to a selected group of people.

At the stage of developing an advertising campaign strategy, it makes sense to set definition and analysis of the target audience in first place. Do not try to forget about it, put it off for later, etc. - such an attitude towards their customers can result in a loss of both time and money.

It is much more correct (and more pleasant) to turn to your real and potential clients, to take into account the problems and needs of the target audience, to understand the values ​​that they live. With this approach, the response will not take long.