Before you get to this point you want to be sure of who your target audience is. For example if you’re selling baby products and your target audience is obviously not babies.
It would probably be women between in a certain age who either have just delivered or are expecting a child. Earlier advertising and marketing was more assumption based and mediums were limited. If you were using Television the assumption was to play Ad in the afternoons during daily soaps and cartoon channels. If its a print Ad then publish it in a women’s magazine. There were also limited ways to measure the impact of each medium. While it is relatively simple to develop general advertising for the masses, devoting time and resources to identify more targeted markets can help you maximize your marketing ROI.
The advent of Digital Marketing is a complete game changer. Now you can target your audience by Age, Gender, Income, relationship status, search history and last but not the least #Hashtags. One technique getting popular these days is use this data and working backwards. For example if I have data or if get data on my current consumers (using mediums such as Facebook pages, Twitter handles, other social media platforms, surveys, etc) like average age, gender, etc of your current consumers and than target the same using Digital Marketing.
Assumptions are bad, almost a crime with the kind of data available these days. A recent study showed that in 44% of cases, clothes for men who are married and above 40 were actually bought by women and these number shot up to 62% for stores that were near or within the same store where clothes for women were sold.
Once you have identified your Target Audience, you have already won half the battle for the other half (which can be equally complicated) you can use the 5 steps listed below to make your life a little easier.
If all this sounds too complicated, confusing, overwhelming and don’t know how to make use of this, you should consult with people who specialize in Digital Marketing, Lead Generation and / or Lead Management.
You can reach out to Vervitude Consulting for Sales, Marketing& Growth Consulting.