To identify the target audience, it is necessary to consider many characteristics. If you want to get the most detailed description of your buyers, then consider the following criteria:
Geographic parameters: region, city or area of residence of the audience. The location of the advertisement and even some features of the product itself will depend on this indicator. For example, the requirements for sunscreen differ among residents of Krasnodar and Murmansk.
Socio-demographic parameters: gender, age, marriage and children, income level and education of customers. The essence and design of the product, as well as the rcs database method of communication with customers, should depend on this data. For example, men's and women's razors are presented to the audience differently. The manufacturer should focus on the characteristics and expectations of the target audience and, based on this information, develop appropriate packaging and advertising. Thus, defining the target audience of a brand by social parameters allows you to identify the standard behavior of customers and the way of thinking when making a purchase decision.
Characteristics of the target audience
Psychographic parameters: the values and views of customers, their life goals, dreams and fears. The most complex criterion for analyzing the target audience. These parameters are used in deep segmentation of consumers for products with wide demand. They are actively used both in large corporations and small businesses that produce narrowly specialized goods. If you at least approximately know the picture of your client's world, you will be able to determine the most relevant places for advertising. For example, a company producing biodegradable detergents can order advertising of the product from an eco-activist who runs his own blog.
Behavioural parameters: how a person makes a purchase decision, what the process of studying and comparing prices looks like, whether they make impulsive transactions, focus on the prestige of the brand or the usefulness of the product. For example, if you are selling vacuum cleaners and understand that your audience reads reviews and watches overviews, then you can focus on building a pleasant image of the product on review resources.
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Alexander Kuleshov
Alexander Kuleshov
General Director of Sales Generator LLC
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