Why Do We Need Audience Targeting?


Why Do We Need Audience Targeting?
Opinion ByJubril Abass06.11.23

Imagine this: you log in to your Netflix account, and voilà! A bunch of movie suggestions that seem to match your taste appear out of nowhere.

Similarly, on Spotify, after you listen to a song you like, the next one that plays feels like it was chosen just for you.

It's almost like there's a secret friend who knows your preferences inside out.

But who is this mysterious friend?

And how do they do it?

Before we explore why people have distinct product preferences, it's essential to grasp that many brands prioritise personalisation.

It's like they aim to customise their products for each specific audience.

This highlights the growing importance of meeting individual customer needs and tastes in today's market.

What is Audience Targeting?

Now, let's uncover the magic behind the scenes – it's called "Audience Targeting".

But what is that exactly?

Well, think of it as sorting people into different groups based on what they like and who they are. This helps marketers create ads and other marketing strategies that feel like they were tailor-made just for you. There are important elements that brands feed into when reaching their audience - “Demographics and Psychographics”.

These important concepts will be explained in more detail below.

Defining Audience Demographics

What do we mean by "defining audience demographics"?

Imagine it like putting together a puzzle of your potential audience: each piece represents something about them. It could be their age, gender, where they come from, and more.

When you gather all these pieces, you get a clear picture of who they are.

This isn't just random information; it's the building blocks that help to group and segment people in a way that makes sense for marketers.

Now, let's dive deeper into a fascinating concept: "psychographics."

It is a powerful concept that delves deep into core human behaviour. It deep dives into our motivations, passions, and values that steer our actions and decisions.

For instance, are you the type who craves adventure or do you find solace in the familiar comforts of home?

Are you drawn to the latest trends or do you hold onto cherished traditions?

These are the facets of your personality that psychographics seek to unveil.

So, the next time Netflix suggests a movie that you're totally into or Spotify plays a song that feels just right, remember it's not magic – it's audience targeting at work. 

And as we dig deeper into this world of audience targeting, we're not just looking at numbers and data – we're trying to understand people's stories and make their digital experiences more personalised.

Who is Audience Targeting Applicable for?

Understanding your target audience is a crucial aspect of effective marketing. Here's a breakdown of who can benefit from audience targeting:

  • Marketers and Advertisers: At Substance Global, creating a strategy around our target audience is key in building thought processes for the campaigns we create. 
  • Businesses: Whether you're a small startup or a large corporation, audience targeting ensures you're reaching the right people with your message.
  • E-commerce and Retailers: Online stores can optimise their marketing efforts by understanding their audience's preferences and behaviours.
  • Social Media Influencer and Content Creators: Tailoring content to a specific audience increases engagement and builds a loyal community.
  • Non-Profit Organisations: Identifying the right audience ensures your message reaches those most likely to support your cause.
  • Entrepreneurs and Startups: Knowing your target audience is essential for startups looking to gain traction.
  • Event Planners and Promoters: Understanding the preferences and interests of your audience is vital for organising successful events.
  • Political Campaigns: Targeting specific demographics and interests helps in reaching potential supporters effectively.
  • Healthcare Providers: Understanding the demographics and needs of patients is vital in providing tailored care.
  • Educators and Trainers: Knowing the learning preferences and needs of students helps in effective teaching.

In essence, audience targeting is a versatile strategy applicable to anyone seeking to communicate effectively, whether for business, advocacy, entertainment, education, or any other purpose. It's about delivering the right message to the right people at the right time.

Benefits of Audience Targeting?

This targeted approach means you get more bang for your marketing buck.

You're not spending more; you're spending smarter.

It's about finding the sweet spot that attracts and converts new customers efficiently. Some of the benefits of audience targeting include:

Precision Targeting

Divide and conquer - that's the secret.

By segmenting your potential customers, you can tailor your marketing to their specific needs and language. This means you're speaking directly to their concerns, beliefs, and desires, creating personalised experiences that hit the mark.

The result?

You're not just attracting leads, you're attracting the right leads - people who are already interested in what you offer. And in the process, you're naturally weeding out those who aren't the best fit for your brand.

Community building - You create a better and stronger brand (higher conversion rate)

Audience targeting is like a compass that guides you to a niche-tailored audience just for you.

It's about recognising your star performers (your best-selling products/services) and building on that success.

But it's not just about celebrating wins. By understanding your target audience, you unlock the potential to create and promote even more products and services that resonate with them.

In essence, a thriving community isn't just about the number of followers; it's a powerful force that drives loyalty, advocacy, and valuable insights, leading to significant business growth and enhanced customer engagement.

Attract more clients who behave like your best clients 

In your business journey, there's a special group of customers who are absolute gems. They're the ones who keep coming back, refer others, and rarely return products.

They're the dream team.

Identifying these valuable customers involves analysing their purchase history for loyalty, tracking referrals, assessing return rates, paying attention to feedback and reviews, and monitoring engagement on social media.

This multi-faceted approach helps businesses pinpoint and nurture their most valuable customers for sustained growth and success.

How can Substance Global help 

At Substance Global, before focusing on our creative, marketing ideas, our major aim is to understand the audience we want to reach. 

Imagine having the superpower to unravel your audience's deepest desires and needs. This is precisely what social listening, data analysis, and research tools empower us to do. It's like being a detective, meticulously observing audience behaviour to uncover the keys to genuine connection.

A prime example of this capability is showcased in our work with WWE2K23. Tasked with understanding the surge of WWE2K on TikTok in 2023 compared to the prior year (2022), our insights team dived into the data ocean. Using advanced analytics tools, we dissected trends and patterns, leading us to make decisions that propelled the brand forward.

What does success look like with the Substance Global Insights & Social team?

In Substance Global, success extends far beyond mere metrics. It's about crafting experiences that resonate and taking a long-lasting relationship-building approach, Let's take a closer look at the pillars of success that define Substance Global's insights and social team approach:

Deep Audience Insights:

Substance Global goes beyond surface-level data, diving deep into audience behaviour, preferences, and pain points. This rich insight helps build thought processes and informs strategies finely tuned to audience needs.

High Conversion Rates:

Substance Global's campaigns consistently hit the mark, transforming potential leads into devoted customers. This speaks volumes about our keen understanding of what truly resonates with the audience.

Adaptability to Market Trends:

Substance Global’s ability to adapt ensures they stay ahead of the curve, offering clients strategies that are always relevant. The team has regular meetings on the latest trends in the market. 

Clear Reporting:

Substance Global doesn't just deliver results; we communicate them effectively. Clear, transparent reporting ensures clients understand the value delivered and the impact on their business. This gives room for feedback and helps future campaigns.

Long-Lasting Client Relationships:

Substance Global doesn't just acquire clients; we tend to build long-lasting partnerships. This speaks of our ability to deliver value and exceed client expectations consistently.

In essence, Substance Global's success in audience targeting is a testament to its holistic approach. It's not just about numbers; it's about crafting experiences that leave a lasting impression. It's about understanding the audience at a fundamental level and using that insight to create campaigns that drive real results. 


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