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Target Audience Analysis: Everything Digital Marketers Need to Know

As a brand, you want to be reaching the right people.

Target audience analysis is a central component to any marketing strategy, as it gives you an informed view of who your audiences are, who your audiences are not, and, equally important, audiences your brand could be reaching out to with a few tweaks to your strategy.

But what exactly is audience analysis? How do you go about it? We’re here to help you get started with this guide.

What Is Audience Analysis?

What is audience analysis, anyway? Audience analysis is the research of demographics, language, location, preferences, interests, and other metrics within a group. It is then analyzed to provide useful and  actionable consumer insights  for a brand in the form of  buyer personas . These are semi-fictionalized profiles that are built from your target audience analysis.

There was a time when this kind of analysis was a painstaking and time-consuming process that all-but required you to hire an agency to help you complete it if you wanted to be sure the information you were getting would be useful and properly sourced. The pace of campaigns has also ramped up, therefore making it difficult to keep up with conventional methods. Thankfully the age of digital and  social media analytics  has also made gathering the information you need more efficient.

The analytics tools we now have access to have sped up research and data collection significantly. What would have taken months of work before can be completed in a few clicks- whether its data on your own audiences or if you’re keeping track of your competitors’ performance.

This is not to say that agencies have been made obsolete. On the contrary, a combination approach can be the best method to collect as much valuable information about your audiences as possible.

On the other hand, agencies are always looking to keep up with client demands and deliver the best actionable data possible. With multiple clients running an increasing number of campaigns simultaneously, digital audience analysis seems the only way to go.

Why Audience Analysis?

Why should you be using audience analysis as the cornerstone of your marketing strategies?

You’re likely already familiar with the stages that make up the marketing funnel: starting from the top you have Awareness and Interest, where your work will be all about the visibility of your brand to consumers. The middle of the funnel is where audiences will be considering your brand and you will be working on developing customers’ buying intent in order to secure conversions.

At the bottom of the funnel you can find those who have purchased, meaning that your work switches to efforts to maintain relationships and retain customers. Each of these steps requires different kinds of content and timing, but what they share is a reliance on you understanding who your audiences are, where should you be reaching them- with what content, at what time- and how much will you have to spend to convert them? To answer all of the following you need to rely on as much data as possible – luckily, digital marketing has made it readily accessible.

Cut Your Costs

Marketing campaigns are trending towards a smaller scale format, but along with that we’re seeing an increase in frequency. Keeping up with that trend and maintaining effective campaigns is costly. Meanwhile, slacking and allowing campaigns to be poorly evaluated can be costly in terms of your time and reputation as a marketer.

However, knowing your audiences and gearing your marketing strategy to reach out to them effectively helps to counter that problem in a big way. Case studies have shown a reduction in costs of up to 56% for businesses using  quality audience analysis  to back their marketing efforts. Numbers like that can go a long way in improving your ROI and allowing you to re-allocate some of that budget.

Beat The Competition

Blanket advertisement and poor targeting on social not only reduce the amount of leads and conversions you generate, but they also allow your competition to catch the customers you’re missing out on. Every audience is limited, so it’s important to focus on catching the attention of the people who will be most interested in what your brand has to offer.

Pinning down what your ideal audiences look like will go a long way in helping you attract people who will not only engage with your content and brand, but boost your conversions.

Don’t Bore Your Customers

There’s a problem in marketing: the symptoms lie in the gap between what marketers think they are doing and how customers feel about those same marketing efforts. The  Marketo Engagement Gap report  puts this in clear numbers:

• 61% of marketers believe they engage with the right content.
• 56% of consumers believe businesses need to have a deeper understanding of their needs.
• 51% of consumers believe brands send too much irrelevant content.

One way to perceive this information is that currently, we as marketers are failing our customers by not reaching out to them in the right way, at the right time, with the right content. Another way to view it is as a major opportunity: if more than half of consumers feel that businesses don’t fully understand their needs, there’s a hole in the market for you to be one of the businesses that does.

To do that, you need to understand your audience inside and out. How well do they know your brand? How close are they to a buying decision? What are their motivations? You will need gather whatever data you can at every level of your marketing funnel. To get the job done, you’ll need to bring in different tools.

The opportunity exists to do very well in business by understanding who your audiences really are.

Known and Unknown Audiences: What’s the Difference?

Targeting audiences comes with a catalog of options for how to go about it and where to set your focus. This is where a somewhat new idea comes in: known and unknown audiences. Making the distinction between these can help you be more effective across the funnel and collect the right data to help you cut costs and improve targeting.

Known audiences are those you have had some kind of contact with already. They might have visited your site and used a free tool or signed up for a mailing list, giving you their email. They might have even made a purchase. Whichever way it happened, you have a unique trackable identification for that individual which you can then use for your remarketing efforts.

On the other hand, unknown audiences are those you don’t have a lead or specific identifier for (yet!). Also in the category of unknown audience are people who match up with your current audiences, but who don’t know about your product. You know they’re out there, but they aren’t easily targeted. In attracting new customers, it’s up to you to target these unknown audiences effectively and successfully.

Cost-Efficiency in the Funnel

Conventional marketing wisdom tells us that it is around ten times more expensive to acquire and convert new leads than to reach out to people that have already been added to your CRM (Customer Relationship Management) tool. That is, it’s cheaper to operate your business at the lower end of the marketing funnel where people are closer to conversion than it is to focus on the top of the funnel where you would be developing awareness of your brand and acquiring new followers.

This, of course, has merit: the customers at the bottom of your funnel are already interested, and have either passed through the other steps already or simply entered lower in the funnel. But there are a couple caveats to this. Times, tech, and the tools you have access to as a marketer are constantly changing; so is the market.

Improving on Convention

No matter what kind of business you are, it’s likely that the market is saturated to the point where it may not be about the bottom of the funnel, but rather the kind of experience you offer potential customers at the top of the funnel. This highlights why tactics like  influencer marketing  have become such successful marketing tools.

One of the main reasons that top of the funnel marketing efforts tend to be more of expensive is that businesses cast too wide a net. That is to say that they use top of the funnel marketing in a more catch-all way, targeting mostly the right people – but also wasting resources on marketing to people for whom their content is irrelevant. In order to make the top of the funnel efficient, you need to be reaching out to specifically targeted audiences you understand, with the content they are looking for in the places and times that they are online.

If you’re spending your budget on building awareness and interest in the wrong audiences, you won’t have many, if any, conversions. Yet, this highlights a method to make top of the funnel marketing much more efficient and decrease its potential costs per new customer – by really knowing your audience throughout your marketing funnel and reaching out to the right people at the right time.

Remember: quality content is good, but the right content is even better.

So, now that you’ve made the decision to be more efficient, cut costs, and improve your audience analysis and targeting – where do you get the data for your audience research?

Where Does Your Data Come From?

Digital methods have left conventional data collection behind due to the sheer pace and scale at which data can be collected – especially at the top of the funnel. It’s good to have access to all the data you need – but where should you be getting it from?

Google Analytics and In-Market Segments

In-Market Audiences will show you users who are already active searching and comparing your brand to alternatives in the market. These are, in particular, people who might be interested in what your brand has to offer for a limited time.

A good example would be individuals who are currently looking to buy a car, or who are tourists looking for a hotel in a specific city. They have searched for options, compared possibilities, and maybe read up one some reviews – all indications that they are actively searching to make a purchase. More importantly, these actions are all tracked by Google.

With this information, you can consider how your brand can best position itself to reach out to this audience to grab their attention and show them that you have what they are looking for.

While In-Market Audiences look at fairly short-term prospects, Google Analytics also offers Affinity Audiences, which delves deeper into who your audiences are. It looks at a person’s lifestyle and interests to get a sense of their identity and habits. These metrics help to develop an idea of a person’s general, long-standing interest. These can help you develop an idea of what people who like your product also like, which can in turn allow you to expand your reach.

Facebook Insights

Facebook Insights is, at its heart, a research and filtering platform allowing you to better understand and report on the audience and potential audiences of a Facebook page.

With page likes and self-reported information as the basis for its data, you can explore things in a range of informative metrics. You can view data on things like demographics, interests, page likes, and affinities, all of which will help you build a more complete picture of who your Facebook audiences are.

You can use it to see an overview of your Facebook audience or manually set up filters to segment your data to look at trends and characteristics within your audience.

Instagram Insights

Normal Instagram profiles don’t have access to analytics, beyond tracking likes and views for individual pieces of content yourself. The main Insights section you gain access to when you make the switch to an Instagram business account includes all the usual metrics on likes, follows, and impressions, along with data on profile visits, actions taken on your profile in general, and the reach of your account.

None of it is particularly in-depth, but Instagram does two things very well in terms of your audiences: engagement and influencers.

Influencer marketing has taken off and is now a mainstay in effective social media marketing strategy. There are a lot of reasons  why you should embrace influencer marketing , but much of it boils down to the way consumers make decisions about what to purchase, with  86% of respondents  stating that they take advice from their friends about making purchases. Influencers position themselves to pick up one this by functioning as amplified word-of-mouth.

Influencer campaigns  have become a tour de force in social media marketing as an  effective and flexible  marketing option – you’ll want to incorporate them into your social media marketing strategy to get ahead of the game.

Consolidating Your Audience Data

Now that you’ve collected your data, it’s sitting in PDFs, powerpoints, screenshots – a maybe if you’re really old school you’ve even printed it out. How do you deal with this mess of information? How do you begin to see the bigger picture?

Consolidating your data isn’t something that native tools will allow you to do, but that’s where those third party platforms and tools we mentioned earlier come in!

There are a few options for this, but the main goal here is to bring all your social media data into one place so you can view it holistically and really dive into the data. Once you have a full view of where you stand, you can get to work refining your content plan to more effectively engage with your audience.

How do you consolidate all that audience data without wasting too much time and make it start working for you? We’ve got it covered in Socialbakers Suite – give it a try and see how easy it can be.

Consolidate Your Audience Data Today!   Get Started

Making your data work for you: actionable insights.

Personas are the tool, but the goal here is to make your target audience analysis data actionable, here are 7 things you can do with it:

• Studies show significant reductions in  Facebook advertising costs  with effective audience analysis, allowing you to save time and money in the long run.
• Knowing your audience’s affinities and behavior will help you target the right people at the right time to  increase your Facebook relevance score.
• Audience Analysis will allow you to pinpoint your own audience and  find the right influencers  to help your brand reach them. You can find everything you need to know about influencer marketing in our  beginner-friendly guide  here.
• With quality audience analysis, you’ll understand where your audiences are in their customer journey. You’ll be able to distinguish between those who are ready to buy, and those who may need more time or awareness of your brand. All of which will help you organically, improve your SEO, and help to reduce your costs.
• Similarly to the points above, improving your knowledge of your audiences will help you reach out to them more authentically and personally. In this day and age, customers stick with brands they trust, and a big part of earning that trust is being able to speak to them in their language.
• Your audience might not just be the people you’re already working to target. Audience analysis can give you insight into niche segments, allowing you to reach out to groups that you may not even know exist yet.
• In an oversaturated market, getting leads is a race against your competition. With  clearly defined audience personas , you can get an edge that will allow you to overtake the competition trying to target the same audience.

With all these benefits and more from quality, cross-platform target audience analysis, what are you waiting for? Dive right in and start defining your audiences today.

For more such insights, head to our content partner’s page – Socialbakers.com/blog

Personalized Marketing on Social Media: The Ultimate Guide

Starting Off Right: Better Top of the Funnel Marketing

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Target Audience

Aim: To understand the relationship between purpose and target audiences of magazines within a specific genre .

What is a Target Audience?

Basically – the potential consumers of a media product. A group of people to whom the magazine addresses it’s content. It can be described by behavioural and demographic attributes, such as age, gender, income, education or location.

Different genres of magazine will target specific demographics …

It’s a question not only who has a need for the product, but also who is most likely to buy it? Think about the following factors:

• Income level
• Education level
• Marital or family status
• Ethnic background

and appeal to different psychographics of a target audience…

Psychographics are the more personal characteristics of a person, including:

• Personality
• Interests/hobbies

They dictate how a magazine will appeal to it target’s lifestyle. How and when the target use the product? What features are most appealing to the target? What media platforms does the target turn to for information? Does the target read the newspaper, other magazines, use social media platforms, search online, or attend particular events?

Pick a magazine brand and conduct an analysis of it’s target audience. Look at the magazine website to get a sense of it’s content, examine previous covers to identify types of articles, features etc..

You will need to identify:

The Genre of the magazine

The Purpose of the magazine

The demographics the magazine will appeal to?

Magazine = New Statesman

Genre: Politics and Current Affairs

Purpose: Inform / Advertise / Compete for UK market share with The Spectator / Private Eye / The Week

Demographic:

• Location = UK
• Gender = Non-specific
• Income level = higher than average
• Education level = Degree/Post Graduate
• Marital or family status = Non-specific
• Occupation = Business / Civil Servants / Education / Media / Politics
• Ethnic background = Non-specific

Download and read through the Media Pack for the New Statesman. Write a paragraph that describes the psychographics of typical reader…

Extension task:

Can you identify the potential Psychographics for the magazine you investigated in Task 1? Try to imagine what the personality and attributes of typical reader of that magazine would be and describe them.

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Selecting an Idea and Target Audience for Magazine Writing

Getting Started

The first step to getting an article published in a magazine is to decide on the topic you want to write about and to define your target audience.  So how do you do this?  Well there is no exact science but both of these processes can be done using a logical approach.

Selecting an Idea for Magazine Writing

People read magazines for many reasons but as a writer it is good to know what topics are of more interest to the public.  Usually people will be drawn to topics and magazines that discuss the following topics in the order listed below.  Just having this information should provide a good starting list for topics to approach.

• Family, children and childrearing articles are usually of more interest to the average population.  If writing articles on family issues, on youngster topics, on teenagers or on parenting styles appeals to you, then this may be a good starting point.
• Fitness, wellbeing, health, sickness and medicine are second.  If writing on health related issues such as a particular disease that you are familiar with or introducing a new cure or technology in the field of medicine interests you, then this is a good area to brainstorm for article ideas.
• Money, currency, cash, business, commerce, or state of the economy comes in third. If this is your strength or specialty then begin here.  There are millions of topics that can be written on these areas alone.
• Athletic events, various sports, people’s pastimes and hobbies or the great outdoors is fourth.  Almost everyone is tied to one of these in one way or another.
• Love, human relations and sex is another area that is of great interest to people and these topics come in fifth.  Discussion on any one of these subjects tends to draw a large audience.  Again, it’s just finding that niche in the market.
• Emotional, mental, inner self, spiritual and body self-improvement is sixth on the list of things that people tend to read up on.

If you begin with the most widely read topics and then you start narrowing down ideas and topics that peak your interest, this becomes a good start.  The next step includes not only listing all the things that are of interest to you but also capturing and expanding on your strengths and talents.  You will most likely come up with ideas that you hadn’t previously considered.  Begin by asking some fundamental questions of yourself.  It is basically putting down all the information that you may use on a resume or if you were writing a biography.  You can begin with a list of questions such as:

• Where do you currently live and what is unique about this location?
• Where have you lived and traveled?
• What type of positions and jobs have you held and where?  Were the jobs unique or typical?   Were they technical or administrative?
• What interests you?  Do you like sports, reading, traveling, photography, painting or acting or do you have another unique hobby?
• What is your thinking on politics and religion?
• What is your take on wealth and morals?
• What type of parenting style do you prefer or like?
• Are you single, married, divorced, in a relationship or not?  How do you feel about same sex marriage?
• Do you or someone you know have a disease that you would like to write about?
• Ask a few of your closest friends for areas that may be of interest to them and then expand on those.

Keep your idea list in a safe file for future use.  Expand this list whenever possible and keep the list going as you will more than likely refer to this list periodically.

Selecting your Target Audience for a Magazine

An editor will want to ensure that you are familiar with a particular audience so make sure you do your research on understanding a magazine’s slant and their mission statement.  In other words, you don’t want to send a sport’s article to a magazine that caters to human relationship stories.

Begin by reviewing at least four to six previous issues of a particular magazine that peaks your interest.  Review carefully for the many criteria that are used to produce that magazine or publication.  This is important because it will give you some insight as to the style of writing, what the editor expects or what the readers may be looking for so that you can tailor your article for that particular audience.

As you review each magazine, you may want to highlight sections of focus such as green for all themes, blue for all sidebars, purple for all slants, yellow for all hooks, etc.  As you go back to review these sections they will be easy to find.  It’s also important to note the preferred style of writing by each magazine or publication; first person, second person, or third person.

If you can, begin subscribing to magazines that specialize in the areas that you want to write so that you can further review.  Other good sources to look for magazines are:  Literary Marketplace (LMP), Writer’s Market (get a current year issue) and the Writer’s Yearbook.

Note:  Don’t begin writing your article until an editor says it’s a go or until you receive a letter of speculation.  Getting a letter of speculation does not necessarily mean they will accept your article but it does mean that they are interested.

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Steps to Find Your Target Audience

The buying process is in the hands of the customer, and marketers must create targeted, personalized experiences for people if they want to be the one to grab their attention among a sea of brands and advertisers. When marketers have a comprehensive understanding of their ideal buyer, they can make more informed decisions about media, messaging, and timing. Let’s take a look at exactly what a target audience is, and the steps you can take to find yours:

What Is a Target Audience?

Your target audience refers to the specific group of consumers most likely to want your product or service, and therefore, the group of people who should see your ad campaigns. Target audience may be dictated by age, gender, income, location, interests or a myriad of other factors.

$37 billion is wasted in ad spend every year from ads that fail to engage the target audience. Download our white paper, The Waste in Advertising , to find out more. It only takes 5 seconds.

Depending upon what you sell, your target audience might be niche or broader. For example, if you were a shoe vendor your target audience would be broad, since men, women and children all wear shoes. On the other hand, perhaps you specifically sell high-performance running shoes. Then, your target audience would be more niche – elite athletes between the ages of 20-40 who have expressed an interest in running, or have run a marathon. Either way, it is important to define and segment your target audience in order to determine the creative messaging that will resonate with them, and pinpoint the channels they prefer.

Examples of a Target Audience

Target audiences center around a specific group of people. These can be men, women, teenagers, or children. They generally share an interest such as reading, running, or soccer. Personas can help advertisers investigate relevant magazine titles or industry publications .

The Benefits of Knowing Your Target Audience

As a marketer, understanding your target audience is vital. This information will define every   marketing plan and strategy   you execute. Airing an ad during the Super Bowl might seem like a great way to be seen by as many people as possible, but it is also expensive. Furthermore, only a quarter of the viewers would actually be interested in your product. Knowing that your target audience reads a certain publication or watches a certain show means that your ad will be seen by fewer people, but the right people. For example if you sell running shoes, ads in running magazines may be a better fit for your target audience. Selecting the right media is essential for achieving   marketing ROI   on your efforts.

In addition to increasing ROI, understanding your target market allows you to build relationships and better communicate with consumers. You can develop creative that speaks to specific personas, and develop brands that coincide with the interests and values of those most likely to purchase the product. This is especially important at a time where consumers expect every ad to be personalized and highly targeted. In fact,   80 percent   of consumers say they are more likely to do business with a brand that offers personalized interactions.

What Are the Types of Target Audiences?

Target audiences can be segmented further into categories that reference, intent, location , interests, and more. Let’s take a look at examples of ways that you can break up your target audience:

Separate groups out based on their various interests, including hobbies and entertainment preferences. This can help you make data-driven , highly personalized messaging that allows you to connect with your audience in meaningful ways that can help drive brand loyalty .

Purchase Intention

Define groups of people who are looking for a specific product, such as a new entertainment system or car. This will help you understand your audience’s pain points so you can create tailored messaging that addresses their needs.

Subcultures

Subcultures refer to groups of people who share a common experience, such as music genres or entertainment fandoms. By understanding some of your target audience’s motivations, you can better understand who you’re trying to connect with.

The Difference Between Target Audience and Target Market

A target market is the set of consumers that a company plans to sell to or reach with marketing activities. A target audience is the group or segment within that target market that is being served advertisements. This makes the target audience a more specific subset of a target market.

To go back to the running shoe example, your  target market is marathon runners, but say you are having a deal at your Boston location. The target audience for an ad promoting the sale would be prospective runners in the Boston Marathon, not all marathon runners.

Target audience can often be used interchangeably with target market, as it is a specific subset of the largest market group. However, target market does not always mean target audience.

Understanding the Roles of Your Target Audience

An important step in understanding your target audience is to go beyond learning their demographic information, and understand what role they play in the path to purchase. These roles can often be divided into the following categories:

The Decision Maker: This is the person who ultimately makes the purchase decision. In some cases, the decision-maker is the same as the supporter, but in other cases they are different. When different, you must acknowledge this and gear ads to the decision- maker. Take, for example, the transformation of the Old Spice brand in 2010. The brand wanted to revamp their product to appeal to a younger generation. While researching, the team discovered that while men may ultimately wear their product, women were making the purchases , leading their creative team to focus on this target audience.

The Supporter: The supporter may not have the power to make the decision, but they will have a  heavy influence on whether or not an item gets bought. For example, a child may not directly make a purchase, but if they want something for Christmas, they influence that decision. This is why it is important to develop messaging that speaks to consumers in both of these roles.

7 Ways to Determine Your Target Audience

To determine your target audience, you must spend time analyzing the data you receive from consumer engagements, evaluating current buyers and purchase trends and optimizing as new information is revealed.

The following steps should help you realize your target audience:

1. Analyze Your Customer Base and Carry Out Client Interviews

One of the best ways to determine who your target audience is to look at who already buys your product or service. How old are they, where do they live, what are their interests? A good way to learn this is through engaging on social or distributing customer surveys.

2. Conduct Market Research and Identify Industry Trends

Look at the   market research   for your industry to determine where there are holes in service that your product can fill. Look at trends for similar products to see where they are focusing efforts, then hone in further on your products unique value.

3. Analyze Competitors

Marketers can learn a lot by looking at competitors to see who they are commonly selling to, and how they go about it. Are they using online or   offline channels ? Are they focusing on the decision maker or the supporter?

4. Create Personas

Creating personas is a great way to drill down into the specific segments that make up your target audience.This is especially helpful if you have a product that appeals to a wide swath of consumers. Personas allow you to determine the general demographics, personalities and needs of your target consumers. The persona of “Fran First-Time Runner” will speak to different needs than “Sam Seasoned Pro.” Personas are created based on data, surveys, digital engagements and any other information marketers can pull from to give a more complete view of the buyers. This might include favorite hobbies, television shows, publications, etc. It is recommended that marketers develop between three and five personas.

5. Define Who Your Target Audience Isn’t

There will certainly be consumers who are close to your target demographic, but who will not act on messaging. Try to be specific in determining who your audience is and who it isn’t. Is your demographic women, or women between the ages of 20 and 40? Knowing this will keep your teams from devoting ad dollars to segments that will not yield returns.

6. Continuously Revise

As you gather more data and interact with customers, you will get an increasingly accurate understanding of your target audiences. Based on this information, you must constantly optimize and hone personas to achieve the best results.

7. Use Google Analytics

Google Analytics offers extensive data about the users visiting your site. This information can be leveraged to determine key insights such as what channels your target audience is coming from or what type of content they’re engaging and connecting with the most, allowing you to make more data-driven decisions during the media planning process.

How to Create Target Personas with The Right Demographics

We’ve already established that creating personas can be another great way to understand audiences. Market research paired with client interviews can give you better insights into what your clients read, think and value. This offers important understanding into which sources your audience uses and trusts. When building these out, consider using the following demographics and identifiers:

• Education level
• Marital status
• Who they trust
• What they read/watch

Additionally, look into the following:

• Your current customer base
• Who your competitors are targeting

How to Reach Your Target Audience

Once you’ve created personas, the next step is to find media that targets these specific segments. Below are some tools to get you started:

Media kits from publishers give a clear idea of the audience segments they reach. These can be broken down by job titles, income levels or hobbies depending on the brand. When selecting where to invest ad dollars, marketers should ensure that secondary audiences aren’t included in these totals. For example, magazines are often passed along to friends and family. This long shelf life is beneficial for marketers, but should not be included when deciding on where to buy as they are estimates. Use the paid subscribers when making decisions or negotiating on cost.

Nielsen Ratings

Using statistical samplings, Nielsen is able to predict how many households view a certain show. Although prime time may seem like a great bet to reach wide audiences, you may discover that more niche shows in the early or late fringe will reach your target audience for a fraction of the cost. This is especially true as more channels and shows make television highly fragmented.

Social media allows you to target ads based on various demographics and interests. Although the audience can be very precise, different demographics consume media differently. Some users may not be receptive to business related ads on Instagram, but may respond more positively on Facebook. It is also important to measure the success of different types of ads on these platforms – like display versus native. Test various platforms to see what drives results.

Third Party Information

Marketing analytics platforms such as the   Marketing Measurement and Attribution Platform   can help you identify what outlets your target audiences frequent or television shows they watch. When selecting a partner, investigate how these companies identify how to reach the target audiences. Are they using outdated data or do they have media partnerships?

How to Reach your Audience at the Right Time

When marketing to today’s empowered consumers, it is not only about knowing where to reach them, but also when to reach them. As consumers become more adept at tuning messaging out, marketing in the right moment will pay dividends.  

There are several important considerations to ensure right-time marketing across various channels:

With the invention of DVR, viewers no longer have to sit through commercials. This means that even with the right target audience, you can’t necessarily guarantee views on commercials shown in the middle of any show’s break. When negotiating television slots, focus on either being the first commercial before a break or the last one at the end of a break. Even better is live television (including the late-night news or sporting events). Since these are live, it’s guaranteed that more people are watching at the moment rather than pressing the fast forward button.

Since listeners often switch radio stations at a commercial break, make sure to book ads at either the beginning of the break or the end if possible. Also, be sure to pay attention to DMAs (Designated Market Areas). DMAs are provided by Nielsen and are based on signal strength. For example, the Boston market also includes Rhode Island and Southern New Hampshire. It is important to keep this in mind, because although radio is a great way to reach local consumers, it may also include listeners outside your target region.

When booking an eblast with an outlet, consider its timing. Fridays are a common day for people to take off, so sending an email out on a different day may increase your open rates (unless the data says otherwise).

Disadvantages of Target Audiences

Although target audiences are a great tool, marketers should remember that additional opportunities may exist in the marketplace. If bands need to reposition themselves, they may better connect with a different demographic. There may also be use cases for products that haven’t been considered. Combining target audiences with analytics tools can help identify some of these missed opportunities to further capitalize on them.

Additional Tips and Resources

• Taking an Audience Driven Approach to Creative Marketing Messaging
• What is People Based Marketing?
• How to Best Optimize Your Media Plan Across Your Brand

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Market Analysis Summary how to do a market analysis for your business plan.">

Write Bike has identified two main target customer segments for submission of articles. The two market segments are each fairly large: printed magazines and online cycling specific websites.

Both monthly and bi-monthly magazines have a need for article content to supplement that produced by the staff writers. Some of the publications have a large staff of writers and only use a small percentage of articles from outside writers, other companies rely heavily on outside, freelance writers.

Many websites are maintained by bicycling enthusiasts and so rely almost exclusively on freelance articles.

4.1 Market Segmentation

Write Bike has segmented the target market into two broad categories, print and online magazines.

Print magazines

Regional publications These magazines are typically city or state based journals. Sometimes they use glossy paper in magazine format, more often than not, as a function of the smaller readership levels, the regional printed magazines use inexpensive newsprint. The regional ‘zines typically use a higher percentage of freelance writers. This is easily explained by the fact that the regional ‘zines have smaller budgets and consequently must maintain lower overhead, using freelance writers. The freelance writers both submit articles unsolicited as well as by request of the publication. Examples include:

• Oregon Cycling
• Boston Biking
• Seattle Cycling

National publications These magazines are almost exclusively printed on glossy paper, magazine formatted and bound, have national circulation readership levels, and have a staff of writers. However, they also contract freelance writers for specific pieces or they accept speculative pieces. Generally the freelance work is on requested topics. Examples include:

• Mountain Bike
• Mountain Bike Action

Online magazines/Websites With the recent explosion of popularity and use rates of the Internet, there have been a number of different websites that offer bicycle specific content. The advantages of the online sites is their ability to have far more current content as well as a much larger geographic coverage. Some of the sites offer paid content, however, the majority of them offer free content with the bulk of their revenue coming from advertisers on the site. Some of the online sites are extensions of a printed magazine, others are solely Internet based. Examples include:

• Cycling News
• VeloNews.com
• Cycling.com

4.2 Target Market Segment Strategy

Write Bike has chosen to to target both printed and online magazines. These target customers have been chosen because of their need for articles. While some of the magazines have less of a demand for freelance writers, all magazines at some level require freelance writers. Freelance writers are an effective means for managing money, a scarce resource for magazines. Freelance writers present a level of flexibility that most staff writers, as a function of the business organization, cannot meet. Additionally, the demand for articles occurs somewhat regularly, generally at monthly or bi-monthly intervals.

The advent of online magazines and email provides a new and exciting market for articles by eliminating geographic limitations. In the past the writers would often have to be located near the publishing headquarters. Now with the Internet and email, a writer can be based in Bali and be producing work for a magazine in New York.

4.3 Service Business Analysis

The bicycle magazine/publishing industry is a large and geographically dispersed industry. There are publications through out the U.S., however, there is general concentration in the larger metropolitan areas. In the United States, there are 24 million unique readers of cycling specific publications. The industry generates $428 million in revenue annually. The printed side has stagnated a bit with the growing popularity of the Internet. Consequently, the Internet-based cycling sites have grown at encouraging rates. The bicycling magazine industry is a source of information for many different people. Other sources of information are local bicycle shops as well as clubs and local and national associations.

4.3.1 Competition and Buying Patterns

The competition takes the form of staff writers as well as other freelance writers.

• Staff writers : Staff writers are a form of direct competition because ultimately it is the editor’s choice as to whether to use a staff writer or a freelancer. The editors make decisions on who to use based on numerous variables such as: price, availability, time frame for article production, quality of writing, and the chosen business model that determines the ratio of staff writers to freelance writers.
• Freelance writers : There are other freelance writers, some of whom are specific to the cycling industry, and many others who are information generalists. As mentioned above, they can be distinguished by price, availability, production speed, quality, and area of expertise.

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Target audience analysis: Everything digital marketers need to know

Target audience analysis plays a crucial role in the success of digital marketing strategies. Understanding your audience is essential for creating meaningful connections with the people you are trying to reach.

As the modern consumer continues to evolve , your insights and understanding of the customer must keep pace. While agencies still have a role in audience analysis, digital marketing technology offers marketers the opportunity to gather valuable information independently.

Many marketers start with their own social media channels or anywhere you regularly interact with your audience. It’s key to start with what you know and then frame a strategy around what you don’t.

Let’s explore the importance of audience analysis, cost-cutting benefits, outperforming competitors, and delivering relevant content to customers.

What is audience analysis?

Audience analysis is the research of demographics, language, location, preferences, interests, and other metrics within a group. It is then analyzed to provide useful and actionable consumer insights for a brand in the form of buyer personas . These are semi-fictionalized profiles that are built from your target audience analysis.

There was a time when this kind of analysis was a painstaking and time-consuming process that all but required you to hire an agency to help you complete it if you wanted to be sure the information you were getting would be useful and properly sourced.

But the world has changed, and today’s consumers are sharing key details across digital channels through brand interactions, ratings and reviews, and even their own content to help you understand more about their needs.

The pace of campaigns has also ramped up, making it difficult to keep up with conventional methods. Thankfully, the age of digital and social media analytics has also made gathering the information you need more efficient.

The analytics tools we now have access to have sped up research and data collection significantly. What would have taken months of work before can be completed in a few clicks- whether it's data on your own audiences or if you’re keeping track of your competitors’ performance.

This isn’t to say agencies have been made obsolete. On the contrary, a combined approach can be the best method to collect as much valuable information about your audiences as possible.

On the other hand, agencies are always looking to keep up with client demands and deliver the best actionable data possible. With multiple clients running an increasing number of campaigns simultaneously, digital audience analysis seems the only way to go.

Here are some of the insights that an audience analysis can provide:

Demographics: Who are your target customers? What is their age, location, income level, education, occupation, and other key demographic information?

Psychographics: What are the attitudes, values, beliefs, interests, hobbies, and lifestyle choices of your target audience? What motivates and drives them?

Behaviors: What are the purchasing habits, buying preferences, and decision-making processes of your target customers? How frequently do they make purchases related to your products or services?

Channels: Where does your target audience spend their time online and offline? Which social media platforms, websites, blogs, or publications do they frequent? Do they prefer email, or are they more likely to engage through other channels?

Competitive analysis: How does your target audience engage with your competitors? What are the strengths and weaknesses of your competitors' marketing strategies when it comes to reaching and engaging with the target audience?

Pain points: What are the challenges, problems, or unmet needs that your target audience faces? How does your product or service address those pain points or fulfill their needs?

Customer satisfaction: How satisfied are your existing customers with your brand? What are their feedback, reviews, and testimonials? What aspects of your brand do they appreciate the most, and what areas need improvement?

Messaging: What language, tone, and style resonate with your target audience? How can you effectively share your brand message to engage and connect with them?

Brand perception: How do your target customers perceive your brand? What are their associations, perceptions, and emotions when they encounter your brand? Is your brand aligned with their values and preferences?

Customer journey: What are the different stages of the customer journey, from awareness to conversion and retention? What touchpoints and interactions are crucial for guiding them through each stage?

Why is audience analysis important?

Why should you be using audience analysis as the cornerstone of your marketing strategies?

You’re likely already familiar with the stages that make up the marketing funnel, although its form and structure are continually in debate (The funnel died to make way for the flywheel, which also died , bringing us back to the funnel).

The key is to understand that a buyer’s journey goes through some sort of stages, and agreeing what those look like are different for each audience and company. Broadly, they tend to fall into similar buckets to the following:

Awareness: Create brand awareness and attract attention.

Interest: Generate curiosity and capture potential customers' attention.

Consideration: Provide information and address concerns to facilitate evaluation.

Conversion: Turn interested prospects into paying customers.

Retention: Focus on customer satisfaction and encourage repeat business.

Advocacy: Leverage satisfied customers to promote your brand.

Each of these steps requires different kinds of content and timing, but what they share is a reliance on you understanding who your audiences are, where should you be reaching them – with what content, at what time, and how much will you have to spend to convert them?

To answer those questions, marketers rely on as much data as possible, and today’s consumers are typically happy to share or organically show your brand key data to fuel insights into your audience analysis. Investment into this type of research can offer deeper insights and calibrate each step of your buyer’s journey.

Here are some of the impacts of investment into this type of research:

Cut your costs and increase ROI

Marketing campaigns are trending toward a smaller scale and more personalized format . Keeping up with that trend and maintaining effective campaigns can be costly if not calibrated properly, and knowing your audiences and aligning your campaign content to them is the key to avoiding loss of ROI and increased costs.

McKinsey found that companies that use technology platforms to boost their customer experience see a 20-40% cost reduction. Additionally, marketers who utilize automation – which can return $5.44 for every dollar spent – can link these key customer details with a customer journey that offers the audience the right content at the right time and efficiencies for the teams managing your campaign.

You’ll save time and money by simply understanding more about the people your campaign is trying to reach, and those savings tend to scale dramatically – increasing revenue and retention by as much as 30% – based on how much you understand your audience.

Stay ahead of the competition

Blanket advertisement and poor targeting on social not only reduces the amount of leads and conversions you generate, but they also allow your competition to catch the customers you’re missing out on. Every audience is limited, so it’s important to focus on catching the attention of the people who will be most interested in what your brand has to offer.

Audience analysis can directly support personalization, which according to McKinsey , drives positive customer experiences while yielding a 20% increase in customer satisfaction and a 10-15% increase in conversion rates. Emplifi also discovered that 45% of modern consumers indicated they would “definitely buy from a brand again” when they receive authentic brand experiences. Another two-thirds of consumers surveyed by Message Gears suggested that a personalized customer experience meant a brand was “more likely to get their business.”

Pinning down what your ideal audiences look like and how to create personalized experience will go a long way in helping you attract people who will not only engage with your content and brand, but boost your conversions.

Delight your audience

There’s a problem in marketing: the symptoms lie in the gap between what marketers think they are doing and how customers feel about those same marketing efforts.

The Marketo Engagement Gap report puts this in clear numbers:

61% of marketers believe they engage with the right content.

56% of consumers believe businesses need to have a deeper understanding of their needs.

51% of consumers believe brands send too much irrelevant content.

One way to perceive this information is that currently, we as marketers are failing our customers by not reaching out to them in the right way, at the right time, with the right content. Another way to view it is as a major opportunity: if more than half of consumers feel that businesses don’t fully understand their needs, there’s a hole in the market for you to be one of the businesses that does.

To do that, you need to understand your audience inside and out. How well do they know your brand? How close are they to a buying decision? What are their motivations? You’ll need to gather whatever data you can at every level of your marketing funnel. To get the job done, you’ll need to bring in different tools.

The opportunity exists to do very well in business by understanding who your audiences really are.

Known and unknown audiences: What’s the difference?

Targeting audiences comes with a catalog of options for how to go about it and where to set your focus. This is where a somewhat new idea comes in: known and unknown audiences. Making the distinction between these can help you be more effective across the funnel and collect the right data to help you cut costs and improve targeting.

Known audiences are those you have had some kind of contact with already. They might have visited your site and used a free tool or signed up for a mailing list, giving you their email. They might have even made a purchase. Whichever way it happened, you have a unique trackable identification for that individual which you can then use for your remarketing efforts or for closing the customer experience gap .

On the other hand, unknown audiences are those you don’t have a lead or specific identifier for (yet!). Also in the category of unknown audience are people who match up with your current audiences, but who don’t know about your product. You know they’re out there, but they aren’t easily targeted. In attracting new customers, it’s up to you to target these unknown audiences effectively and successfully.

Cost-efficiency in the funnel

Conventional marketing wisdom tells us that it is around ten times more expensive to acquire and convert new leads than to reach out to people that have already been added to your CRM (Customer Relationship Management) tool. That is, it’s cheaper to operate your business at the lower end of the marketing funnel where people are closer to conversion than it is to focus on the top of the funnel where you would be developing awareness of your brand and acquiring new followers.

This, of course, has merit: the customers at the bottom of your funnel are already interested, and have either passed through the other steps already or simply entered lower in the funnel. But there are a couple caveats to this. Times, tech, and the tools you have access to as a marketer are constantly changing; so is the market.

Improving on convention

No matter what kind of business you are, it’s likely that the market is saturated to the point where it may not be about the bottom of the funnel, but rather the kind of experience you offer potential customers at the top of the funnel. This highlights why tactics like influencer marketing and brands utilizing user-generated content have become such successful marketing tools.

One of the main reasons that top-of-funnel marketing efforts tend to be more expensive is that businesses cast too wide a net. That is to say that they use top-of-the-funnel marketing in a more catch-all way, targeting mostly the right people, but also wasting resources on marketing to people for whom their content is irrelevant.

In order to make the top of the funnel efficient, you need to be reaching out to specifically targeted audiences you understand, with the content they are looking for in the places and times that they are online.

If you’re spending your budget on building awareness and interest in the wrong audiences, you won’t have many, if any, conversions. Yet, this highlights a method to make top-of-funnel marketing much more efficient and decrease its potential costs per new customer – by really knowing your audience throughout your marketing funnel and reaching out to the right people at the right time.

Remember: quality content is good, but the right content is even better.

So, now that you’ve made the decision to be more efficient, cut costs, and improve your audience analysis and targeting – where do you get the data for your audience research?

Where does your data come from?

Digital methods have left conventional data collection behind due to the sheer pace and scale at which data can be collected – especially at the top of the funnel. It’s good to have access to all the data you need – but where should you be getting it from?

Google Analytics and in-market segments

In-Market Audiences will show you users who are already active searching and comparing your brand to alternatives in the market. These are, in particular, people who might be interested in what your brand has to offer for a limited time.

A good example would be individuals who are currently looking to buy a car, or who are tourists looking for a hotel in a specific city. They have searched for options, compared possibilities, and maybe read up one some reviews – all indications that they are actively searching to make a purchase. More importantly, these actions are all tracked by Google.

With this information, you can consider how your brand can best position itself to reach out to this audience to grab their attention and show them that you have what they’re looking for.

While In-Market Audiences look at fairly short-term prospects, Google Analytics also offers Affinity Audiences, which delves deeper into who your audiences are. It looks at a person’s lifestyle and interests to get a sense of their identity and habits.

These metrics help to develop an idea of a person’s general, long-standing interest. These can help you develop an idea of what people who like your product also like, which can in turn allow you to expand your reach.

Facebook Insights

Facebook Insights is, at its heart, a research and filtering platform allowing you to better understand and report on the audience and potential audiences of a Facebook page.

With page likes and self-reported information as the basis for its data, you can explore things in a range of informative metrics. You can view data on things like demographics, interests, page likes, and affinities, all of which will help you build a more complete picture of who your Facebook audiences are.

You can use it to see an overview of your Facebook audience or manually set up filters to segment your data to look at trends and characteristics within your audience.

Instagram Insights

Normal Instagram profiles don’t have access to analytics, beyond tracking likes and views for individual pieces of content yourself. The main Insights section you gain access to when you make the switch to an Instagram business account includes all the usual metrics on likes, follows, and impressions, along with data on profile visits, actions taken on your profile in general, and the reach of your account.

None of it is particularly in-depth, but Instagram does two things very well in terms of your audiences: engagement and influencers.

Influencer marketing has taken off and is now a mainstay in effective social media marketing strategy. There are a lot of reasons why you should embrace influencer marketing, but much of it boils down to the way consumers make decisions about what to purchase, with 86% of respondents stating that they take advice from their friends about making purchases. Influencers position themselves to pick up on this by functioning as amplified word of mouth.

Influencer campaigns have become a tour de force in social media marketing as an effective and flexible marketing option , you’ll want to incorporate them into your social media marketing strategy to get ahead of the game.

TikTok Insights

TikTok Insights is a powerful analytics tool that provides valuable data and insights about your TikTok audience and content performance. You can understand your audience demographics, track content performance metrics , analyze follower growth, and discover trends and hashtags relevant to your niche. 

TikTok Insights offers audience demographics, including age, gender, location, and interests. This data helps you understand who your content resonates with and enables you to create more targeted and relevant content. You can track the performance of your TikTok content through metrics like views, likes, shares, and comments. This allows you to identify your most successful videos and replicate effective content strategies.

TikTok Insights provides data on follower growth over time. You can analyze the number of followers gained and lost, understand the impact of specific videos or campaigns, and identify trends in follower acquisition.

These insights also allow you to discover trending topics and hashtags in your niche or industry. By monitoring trends, you can create content that aligns with your audience's interests and increase your chances of gaining visibility and engagement.

Create a holistic view of your audience

Now that you've collected your data, it's sitting in PDFs, powerpoints, screenshots, a maybe if you're really old school you've even printed it out . How do you deal with this mess of information? How do you begin to see the bigger picture?

Consolidating your data isn’t something that native tools will allow you to do, but that’s where those third-party platforms and tools we mentioned earlier come in.

There are a few options for this, but the main goal here is to bring all your social media data into one place so you can view it holistically and really dive into the data. Once you have a full view of where you stand, you can get to work refining your content plan to more effectively engage with your audience.

Once you’ve consolidated your data, arrange it into buyer personas. If you need a little help creating these efficiently and accurately, you can turn to a buyer persona template , or use a tool for generating personas.

How target audience analysis benefits your marketing strategy

Personas are the tool, but the goal here is to make your target audience analysis data actionable. Here are 7 things you can do with Emplifi Social Marketing Cloud :

No. 1: You’ll lower your targeting costs significantly.

Studies show significant reductions in Facebook advertising costs with effective audience analysis, allowing you to save time and money in the long run.

No. 2: You'll improve ROI by converting easier and faster.

Knowing your audience’s affinities and behavior will help you target the right people at the right time to increase your Facebook relevance score.

No. 3: You'll be able to dive into influencer marketing with confidence.

Audience Analysis will allow you to pinpoint your own audience and find the right influencers to help your brand reach them.

No. 4: You'll know what content to produce and save money.

With quality audience analysis, you’ll understand where your audiences are in their customer journey. You’ll be able to distinguish between those who are ready to buy, and those who may need more time or awareness of your brand. All of which will help you organically, improve your SEO, and help to reduce your costs.

No. 5: You'll improve loyalty and retention.

Similarly to the points above, improving your knowledge of your audiences will help you reach out to them more authentically and personally. In this day and age, customers stick with brands they trust, and a big part of earning that trust is being able to speak to them in their language.

No. 6: You’ll be able to discover niche audience segments.

Your ideal audience might not be limited to the people you’re already working to target. Audience analysis can give you insight into niche segments, allowing you to reach out to groups that you may not even know exist yet.

No. 7: You’ll gain a competitive edge. 

In an oversaturated market, getting leads is a race against your competition. With clearly defined audience personas , you can get an edge that will allow you to overtake the competition trying to target the same audience.

With all these benefits and more from quality, cross-platform target audience analysis, what are you waiting for?

By : Emplifi - Leading customer engagement platform

ARTICLE PUBLISHED : JUNE 7, 2023

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Divine Layokun | A2 Media Film

In depth target audience analysis.

Before deciding on a format for our film review, I have decided to research the target audiences for each of the other magazines . As there are already existing magazines in the film industry, I have focused on Little White Lies in particular [due to the fact that that is the format I would want to follow]; scrutinized the magazine’s reader profiles, as a means of determining the audience we aim to appeal to in our own film review.

Little White Lies:

Little White Lies is a magazine aimed at both male and females. Although their target audience is largely dominated by male readers . Little White Lies targets a discerning readership who share an interest in the cultural development of Open Cinemas and Art house Films.In addition, the magazine’s mix of advertisement, promotion and competitions as well as reader interaction,appeals to young, educated, experimental and ‘arty’ readers who demand to be the first to hear/know about what’s hot and new in regards to niche,independent films.

Median Age :

• Likely to enjoy independent and cult cinema, and discussion of film as an art form rather than just entertainment.
• They want to read about certain key films in great depth and digest unconventional ideas about films and help form opinion.
• In depth interviews with creative practitioners involved in film may act as inspiration to wannabe filmmakers.
• May want to look different/cool

Market Segmentation:

• Demographic ⇒ 18-30 Young professionals/students, or graduates with significant disposable income and time rich.
• Geographic ⇒No specific however there is a South East/London bias in terms of promotions: Barbican, BFI, Picturehouse, film festivals
• Psychographic ⇒Significant amount of free time, into more cerebral leisure activities such as art, liberal politics, independent culture. Most likely to come from a cosmopolitan urban area. Maybe have a flat with stripped wood floors.
• Behaviorist ⇒Likely to subscribe to the magazine and have their collection on display. Into established street fashion, indie electronic and guitar music, contemporary literature. Into comfortable arty festival scene, bars and coffee houses. Internet and design savvy, with some aspirations to work in a creative industry.

Mosaic Geo-demographics Summary :

Estimation of of the make-up of the Little White Lies readership.

Little White Lies main target audience can in be found in Group O – Urban Intelligence that ‘mostly contains young and well educated people who are open to new ideas and influences’. Group E are young people that will have gone through higher education, be of liberal idea, have access to disposable income and be open to new experiences and value ‘authenticity over veneer’. This fits perfect in to Little White Lies values’ that attempts to be:

• A new type of film magazine.
• Adopts a serious tone about film.
• Is aimed at an inner city (mainly London) readership.
• Claims to be about Truth so aims to have ‘authenticity’.

The tone of the writing is high-brow analysis and exploration of themes so anticipates (maybe requires) an intelligent readership. The design of the magazine is often abstract and arbitrary aimed at a design and brand savvy consumer.

Type of person:    Psychographic Profiling

Psychographic segmentation divides the market into groups based on social class,lifestyle and personality traits. It is based on the assumption that the types of products and brands an individual purchases defines their pattern of living and characteristics.According to Young and Rubicam’s 4Cs there are seven types of people in the world, whom are divided  into one of seven types depending on their core motivation.

These seven groups are:

• The Explorer⇒ These people are driven by a need for discovery, challenge and new frontiers.  
• The Aspirer⇒  Materialistic, acquisitive people, who are driven by others’ perceptions of them rather than by their own values.
• The Succeeder⇒  Succeeders possess self-confidence, have a strong goal orientation and tend to be very organised.
• The Reformer⇒  Reformers are the most anti-materialistic of the seven groups, and are often perceived as intellectual.
• The Mainstream  ⇒These are people who live in the world of the domestic and the everyda y
• The Struggler ⇒ Strugglers live for today, and make few plans for tomorrow.
• The Resigned ⇒These are predominantly older people with constant, unchanging values built up over time.

After observing all categories I believe the typical readers of Little White Lies  fall into the ‘Explorer’ group. The target audience would posses beliefs such as anti-establishment, equality, freedom, individualism and out-spoken. The reader is a very independent and unique person. Reader’s fashion sense stem from  Lastexittonowhere T-shirts, Carhartt,  to Urban Outfitters

Little White Lies Typical Reader(s):

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