When creating a new marketing strategy, it is helpful to identify your audience’s values and influences to determine where to target your message. For example, a marketer has two distinct audience. The first one caters to the brand’s adventure-minded base, while the second targets socially-conscious consumers. Both positions are in line with the brand’s voice and messaging.
Demographics
The first category of audience targeting is Demographics. Marketers use demographics to create targeted campaigns. This information gives them a picture of a typical consumer. For example, they might aim for a middle-class single male with a high school education. They can also target people based on location. So whether you want to target an older crowd or a younger audience, a demographic profile can help you tailor your marketing messages. Gender, age, and other demographic information can be used in marketing campaigns. In the case of online advertising, gender and age are two of the most common demographics used by advertisers. Gender and household income can also be considered demographics.
Interests
Targeting interests will ensure that you are serving your campaign to users who are broadly aligned with the business’ interests. Compelling content can help reach a receptive audience to engage in products or services. For example, Spotify allows you to target audiences with your ads. The ads are filtered which enables advertisers to reach users based on their interests, which Spotify discerns by combining podcast and playlist listening with data from their streaming platform. The key to targeting this audience is ensuring you’re targeting them correctly. People have different interests, and a combination of goods can define a person’s overall interest in a topic. So make sure to create an audience with various attractions to reach as many people as possible. Identifying the interests of the audience plays an important role. The marketers interacting with interest-based advertising receive intel and offer products they might want to purchase, news they might want to follow, events they enjoy, and more that can be leveraged in a business.
Subcultures
Marketers can target their products and services to specific groups of consumers by identifying their preferred subculture. A subculture is a group of people with common characteristics, such as the music scene or a particular entertainment genre. Subcultures are ideal for marketing purposes, as they provide a lens through which to understand your target audience and identify new segments. For example, a recent Burger King advertisement translates to “Have a generous Ramadan” and presents the burger as a crescent moon. But the burger isn’t just advertised; its ingredients are also customized to the subculture.
Many subcultures have a strong sense of identity and will welcome companies that speak their language and cater to their specific needs. For instance, Netflix sells content and social media accounts to people who identify with certain subcultures. Similarly, a company targeting a subculture may look to target young adults, as they represent an age cohort-specific subculture. These audiences are often challenging to reach, but they’re valuable to advertisers.
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