Target audience in advertising
Target audience sources
The main sources of the target audience for your website.
- Search enginesGoogle, Baidu, Yahoo!, Yandex, Bing.
- Offline advertisingTV, outdoor, radio etc.
- News websiteRTB members, ORM articles.
- Various messengersWhatsApp, Viber, Telegram.
- Video hostingYouTube, Vimeo, TrustinPro.
- Social NetworksFacebook, instagram, Tweetter.
How to determine the target audience of the website
To determine the website's target audience, follow the list of the following items:
- Baseline characteristics (gender, age, geography);
- Interests that you can find out by searching in social networks and target communities;
- Solvency of potential customers. If you sell VIP tours to exotic countries, then in most cases students, mothers on maternity leave, state employees, etc. cannot make up your target audience;
- Tasks. Everything is simple here: ask a question about what problems your product will help to solve.The answer will help clarify the situation.
B2B and B2C in building the target audience
Can the target audience of one online store belong simultaneously to the b2b and b2c? Of course, because a beauty store can sell products to private clients and beauty salons.
If your end users are only b2b, then it will be easier for you. The fact is that the b2b segment is more stable, provided there are no crisis periods. Indeed, b2c has proven to be more unstable as the commodity market is annually filled with modern technologies, new developments, improved cosmetics formulas, which entails sharp fluctuations in the demand.
When choosing the buyers for b2c, it is necessary to receive information about new products and trends.
5W Mark Sherrington Technique
To determine the target audience, it is necessary to segment the market using 5 key questions (5W Sherrington):
- What? - type of goods;
- Who! - type of consumers;
- Why? - purchase motivation;
- When? - when buyers wish to make purchases;
- Where? - the place of the purchase.
The results will be the final touch in the process of market segmentation, helping to identify the target audience.
It should be noted that at any stage of the development of an online store, it is advisable to research their target audience as one of the items on the list of high-priority cases.
An inaccurate portrait of the target audience leads to many mistakes in branding and advertising campaigns.
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