Target audience analysis is a vital part of many marketing strategies. Without understanding who you should be marketing to, and what it is they want to know about a brand or product, marketers wouldn’t have a clue what to talk about!
A brand’s target audience is made up of anyone who might potentially be interested in a product or service being offered. As an article by Point Visible best puts it, marketing budgets are unfortunately limited so companies might not have the possibility to cater to everyone that might be a potential customer. A target audience might also consist of different groups of people that don’t necessarily visit the same websites, have the same problems, or use the same social network channels. This is why it’s not just important to have creative content, but the right type of content to drive in those who are truly interested. When a company understands who their true audience is and the problems they are facing and how these problems can be solved with a purchase, marketers can personalize their content marketing strategies to meet these needs.
An article on Aspiring Gentleman describes a few brands who used audience analysis to reinvent their brand image and marketing strategy in order to reach the right people. One example is Taco Bell and how they borrowed ideas from hip and trendy Mexican joints by calling their new Vegas restaurants “Cantinas.” They also began selling alcohol and funny taco souvenirs. Nike also analyzed recent social movements and affiliated with activist athlete Colin Kapernick to make a powerful statement when they released the sport-hijab for Muslim women. They analyzed and understood the emotions of many young consumers who are concerned with social issues.
What made these campaigns successful was that both companies analyzed their audiences. It was important for them to understand what their audiences wanted. They also needed to understand who the primary age group of the audience is, their gender, their hobbies, marital status, and more. By building and maintain a connection with the audience, companies pave the way for their revenue to pour in. When a company doesn’t take the time to understand who their customers truly are, they have a hard time communicating and relating to the people who would otherwise likely purchase their products. As a result, companies who do use audience analysis as a tool tend to outshine those that don’t.
For companies to be successful, they must persistently use audience analysis and connect with their audience. This will not only place them in an optimal position but make for some satisfied customers as well.