Target Identification

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. 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.