The Critical Importance Of Target Audience In Marketing
The Importance Of Target Audience In
Marketing [The Critical Key To Clarity]
The importance of target audience in marketing and branding isn’t something we can ever overstate.
Put simply, without the audience there is no brand.
The brand exists to serve the audience and it’s in their mind the brand is built.
In this article, we’ll look at how target audience shapes brand strategy, how to segment your audience and the critical key to connecting with them.
The Importance Of Target Audience In Marketing[Target Audience Definition]
“A target audience is a specific group of people most likely want or need what your brand offers”.
When a brand is born, it’s born from the idea of a visionary.
This person has identified a problem in the market that they can solve alternatively to some of the existing options available.
Maybe that visionary is you or maybe it’s a client.
Maybe the idea was born by chance or maybe it was on the back of extensive research.
Regardless of how the idea to solve a problem was born, one of the very first tasks for this brand leader, is to identify who the most relevant people are, most likely to benefit from the brand’s solution.
Why Defining Your Target Audience Is So Important
Often a business idea is born from the experience of a problem.
A person (the visionary of the new idea) has a problem. They reflect on the experience of that problem and how it could be better mitigated.
In this case, the target audience are people exactly like or similar to the visionary who are likely to experience the same problem in a similar way.
This puts the leader of the brand in an advantageous position, to be able to tap into their own experiences to better understand the target audience.
Whether or not the brand was born in this way is irrelevant.
Understanding the people who experience the problem you solve is without doubt one of the most critical tasks in the entire realm of branding.
This understanding is the key to bridging the gap between that audience and the solution your brand offers.
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Your Target Audience Has A Problem
Understanding the audience has many levels and certainly doesn’t end when you identify where they live and the car they drive.
This task starts broad and becomes narrower with every layer of categorization.
What you’re left with is a highly detailed representation of the person (or people) who needs the brand’s solution most.
At a broad level, you know the basic information about your audience, but the narrower you go, the more you understand about:
Who they are
The problems they have
How they experience these problems
The impact these problems have
The emotional connection to this impact
At the core of what you need to understand most is the problem they have that you solve.
A laser focus on this problem and other challenges that are linked to this problem will arm your brand with vital tools when it comes to brand communication.