Defining your target market is key to ensuring that the right message about your products and services reaches the right people. Making assumptions in this scenario is dangerous. We undertake in-depth research on behalf of our clients to ensure that we fully understand a) who their audiences are and b) what motivates these audiences. It’s important to really get to grips with the challenges faced by customers, what interests or inspires them, which media they consumer and how…There’s a lot of attention to detail required in this process, but getting it right paves the way to generating great commercial results for clients.
Here are some of the aspects we explore when researching what motivates our clients’ target audiences:
Demographics – painting a picture of customers’ age, gender, geographic location, income level and education. This kind of information can be found on sites such as Google Ad Planner. We also sometimes conduct interviews or online surveys with a representative sample of a client’s customer base.
Spending behaviour – gaining a deeper understanding of the customers’ spending power and values. Information on buying history can be found via Nielsen reports, for example, and can shed valuable light on the instances in which customers are prepared to pay more for the right product or service.
Goals – what do customers really care about? These goals could be personal, educational or professional. Studying customers’ online profiles (both professional and personal), company mission statements and ‘visions’ can help to identify what they really want to achieve.
Online activity – where are customers spending their time online? It’s important to consider which sites they visit, spend time on and interact with. Google Ad Planner can help with this, as well as sites such as Quantcast.com. By understanding where our clients’ customers go online, we know exactly which types of news sites, information sources and social networks to target.
Keywords – how are customers using certain words and phrases online? This is a fundamental principal of search engine optimisation, and is also very valuable when considering which words and phrases will resonate well with customers throughout every marketing activity. Information of this kind can be found via Google Ad Planner and the Google Keywords tool.