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Target Audiences

This video explain what is targeting in more detail.
Hello and welcome to this session on target audiences. Targeting is an essential part of developing an effective marketing communications plan. Targeting can refer to either a market or audience, at terms are relatively similar and refer in both cases to groups of people a company hopes will buy a particular product or service. Target market is a term which identifies all the potential end use of a product or service being marketed. A more specific term, target audience refers to the segment which receives a particular marketing message. For example, while the target market for a toy might be for kids aged 5-10, the target audience for marketing the toy could be parents, grandparents, teachers, all the kids themselves.
This video, we’ll look more closely at what target audiences are, how to define them, and what can be gained through this understanding when developing a marketing communications plan. Let’s examine this idea in greater detail now. A target audience will generally be a specifically selected group from within a segment. As mentioned in introduction, a target audience is focused in on marketing communications due to some specific characteristics. Understanding of target audiences, can be a vital factor in determining the successful marketing of a product or service.
For example, while the most slightly segment of customers used to buy a football kit might be males age 26-35, advertising Manchester United kits in sports versus Madrid would likely fall flat because logically, interests often line up with locations within segments. Target audiences are usually selected based on the following factors. One, gender, men and women have extremely different tastes, preferences, and hobbies. These differences are particularly noteworthy with items such as clothes, jewelry, accessories and perfume. Two, age, many of the products which are attractive to us out one age, for example, toys are no longer as attractive as another age. Age groups are often targeted with items such as video games, beauty, and health products.
Three, income, disposable income can be a significant factor in the purchase of certain products. Examples might be luxury items and at the other end, items marketed on the basis of their value. Four, location, as mentioned in our earlier example, geography and climate can be significant factors influencing peoples needs, interests and hobbies. Clothing and recreational sports equipment such as boats, might be marketed on the basis of location. Five, other factors can influence the selection of target audiences, including education, occupation, and other demographic categories. In some cases, more sophisticated factors such as attitudes, opinions, or lifestyles might be considered. Once a target audiences selected advertising will be focused very specifically on the target market.
Music, actors, clothes, setting, activities, and other aspects of an advertisements will reflect the interests of the target audience. Think, for example, of western advertisements for their, which typically target younger males. This is achieved through the use of popular music and sing using humor, camaraderie, action, or sport with young attractive men and women. Today, target audiences are more digitally connected than ever. Mean there are many ways in which they can be reached outside of traditional media. One example is through social media. Websites such as Facebook and Twitter allow companies to create profiles and make posts where their target audiences are likely to see them. They also allow feedback from users which can be factored into further efforts and research.
Another way to reach target audiences is through business partnerships with companies with similar target audiences, using similar communications channels. Winning over experts or trusted voices is another way to reach target audiences. These might be established critics as well as bloggers. Finally, publicity and advertising and media should factor in time, place, and opportunities. A new breakfast cereal might be advertised more frequently in the morning, or a new car wash might advertised during rush hours when people are in their cars. Whatever the product or service, knowing a precise target audience will make marketing decisions or the more logical and productive. Let’s summarize what we’d learn. The target audience is the selected group from within a segment which receives marketing communications.
It can be, but does not necessarily have to be part of the target market. Understanding target audiences is vital in marketing communications associated with particular products or services. Often, target audiences is selected on the basis of gender, age, income, location, or other factors such as education or opinions. Once a target audience is been identified communication such as television advertisements can be tailored specifically in ways which address the target group and its interests. Target audiences can be reached through various forms of media via websites like Facebook and Twitter, business partnerships, word of mouth and publicity. This concludes our video on target audiences. Here are the five key points.
One, a target audience is a selected group from within a segment which receives marketing communications. Two, an understanding of target audiences can be a vital factor in determining the successful marketing of a product or service. Three, often target audiences are selected on the basis of gender, age, income, location, or other factors such as education or opinions. Four, advertising and other marketing communications can be tailored specifically to target audiences through the use of appealing music, imagery or themes. Five, Increasing digital connectivity means that target audiences can be reached in various ways. Business partnerships, trusted voices and publicity can also provide channels for reaching target audiences.

Let us summarise the key points relating to targeting:

  1. Target audiences are selected group from within a segment which receives marketing communications.

  2. An understanding of target audiences is an important factor in determining the marketing strategy that will produce the best results.

  3. Target audiences are selected on the basis of the segmentation techniques used such as demographic and geographic, as well as factors like education and opinions.

  4. Marketing communications should be tailored specifically to the target audiences through the use of imagery, music or themes.

  5. Target audiences can be reached in different ways through the use of business partnerships, trusted voices, digital publications and others.

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Strategic Marketing: Segmentation, Targeting, Positioning

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