Different Types of Audiences
Depending on the objectives you have, the types of audiences you will work with may vary. If you are promoting an event or a networking meeting, for example, you might be looking for spectators and visitors but also for exhibitors as well. The type of audience will determine the language you will use. Wikipedia has a great article about the types of audiences found in the literature: https://en.wikipedia.org/wiki/Audience
When you build a profile of your ideal audience you are more assertive when advertising and trying to make the most out of your marketing investment. Try to build a profile with the ideal customer who is more likely to buy from you today. This will require some knowledge of who bought from you in the past (list their personal and professional characteristics) and also try to be creative in what other interests they might have. If they are interested in Tony Robbins seminars you might be able to advertise to people like that on Facebook and other digital platforms. It all starts with a good profiling session. Breathe Creative is probably the best agency to help you do just that.
Audience and market research demand time, money and a lot of attention. This is where you stop thinking about what others might like or dislike on your business and brand and start asking them. There is no mistake here and a proper research can save you thousands of pounds in marketing advertising and improve your brand like you never imagined possible.
Depending on the platform you use to advertise, printed or digital, you will need to consider who will actually be able to buy your products or services. The thing that is the easiest and most important to answer is how old are the people who might become your clients? This shouldn’t be too difficult for you to answer but when you are building your audience profile, this is where you start answering.
Personas are avatars, imaginary people with the name, age, profession, location and interests that you want to target on your next marketing campaign or that you want to catch the attention of when rebranding your website or your business.
According to the dictionary, the audience is “the assembled spectators or listeners at a public event such as a play, film, concert, or meeting”. In marketing, this is where you determine your ideal client right now (for immediate sales campaigns) or in the future (in case you are building brand awareness campaigns that take a little while to generate returns). Simply answer this question: Who do you want looking at your brand and offer?
Regardless of the audience you are targeting, you need to understand that some people within that audience will not be ready to buy from you right now. So how do you keep your name in their minds for when the right time comes? This is what is called “Audience Development”: you stay relevant to them by connecting with them online and offline in such a way that doesn’t push them away, but attract them closer and closer. This development process needs a prospect list management and an extensive marketing plan.
Categories of audiences are something very common when implementing marketing software like Oracle Marketing Cloud or Adobe Target. When you create your audiences for your campaigns, you are able to prioritize them and further group them to gather more information about the results of such an effort. This is an interesting exercise and especially important for running large-scale campaigns.