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Catégories : Optimize your media budgets
Your marketing target represents a group of people you want to reach during your advertising campaign.
You may ask yourself the question: how precise should my criteria defining my target be?
You should know that your target needs to be segmented. Each marketing action or communication action targets a broad target that can be refined and segmented.
There are therefore several target degrees:
• The communication target: this target includes all the population (s) that you want to reach through your marketing or advertising actions.
It will, therefore, your target in the broad sense as in the most affinity sense, but also it includes too, all the individuals able to influence this target.
When you are targeting a target, you also need to identify what or who are his influences. Who can be likely to direct their choices? To advise it? Who will she follow in this purchasing decision?
Then you will be able to define profiles of influencers, prescribers and / or opinion leaders who will be integrated into your communication strategy.
• The marketing target: this target corresponds to a refinement of the communication target. It constitutes your current and prospective customers* whom you can potentially reach.
You can then define a narrow target that will correspond to your core target** and work on it by segmenting it to identify one or more secondary target(s).
In general, a target is defined according to socio-demographic criteria and geographic criteria.
Although this list is not exhaustive, these are the main segmentation criteria.
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Defining your target correctly will allow you to correctly orient your advertising message.
Knowing your target is essential for a variety of important reasons; this will allow you to determine:
- What subject(s) or keywords is your target sensitive to
- What media(s) is your marketing target most receptive to: display, press, TV, radio, digital…
- Optimize your advertising investment by avoiding wastage as much as possible (message unsuitable and / or directed to the wrong target).
The nomenclature of the main socio-demographic and geographic criteria:
A situational example to get you into the current nomenclature:
An advertiser X, shoe seller wishes to communicate about the new product in his collection: heeled boots at a price of € 250.
Here the advertiser’s core target is women, with a good financial situation. It is said that, on average, workers reach a good financial salary from the age of 35-40.
So, the nomenclature of your marketing target will be as follows: F +35 years CSP +
As you can see, defining your marketing target is essential for developing your media plan and strategy. This upstream work will have important influence for success and the return on investment that you can consider.
If you want advice and want to develop a media plan that is perfectly suited to your marketing target, drop us your brief here.
* Prospect: set of people who are not your customers but who can potentially be.
** Target core: the most affinity target possible, which is the most targeted by the marketing / communication campaign. (Target bringing the largest share of the company's turnover).
Written by Marine Collet