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ENTREPRENEURSHIP / OCT. 19, 2016
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Why Understanding Your Target Demographic Matters in Marketing

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When you are marketing a product or service, it’s important to know exactly who you are going to be marketing it to. Advertising plays on our psychological processes, and for it to be successful, marketing materials need to be designed in such a way that those who they are aimed at will be able to relate to them. Relatability is becoming more and more important in branding and marketing, as customers are no longer looking for things which fulfil a purpose, but rather for products and services from brands which they view as a part of their life.

Successful marketing is built on getting to know your demographic and target audience, finding out what it is that they need, and ensuring that your marketing materials make it clear that you have something that could be useful to them. No matter the type of product or service that you are marketing, understanding your target market should be a top priority before you put any marketing materials out there.

Getting to Know Your Customers

Any good brand has a good relationship with its customers and knows more about them than they realise. If you tend to get advertisements on social media and the web that seem completely tailored to you, this is due to brands doing research on your preferences based on your online use. Cookies are used to track the things that users search for and the pages that they visit online, leading to advertisements for similar products, services and brands showing up on that particular user’s social media feed, for example.

This is just one of the ways in brands are getting to know their demographic and target audience to determine which marketing materials, products, and more are going to appeal to them the most. Finding out what your existing and potential customers are looking for means that you will be able to provide them with the best solution for their needs. For example, if you run an entertainment and gaming company, discovering more about your customer demographic could help you to build an app that matches their expectations more closely. The demographic for a bingo site, for example will be different to that of a large online RPG.

Customer Relations

Another reason why it’s important to have a thorough understanding of your demographic is that it can help to improve customer relations. Getting to know your target audience means that you can communicate with them more clearly and be in a better position to be the type of brand and company that they are looking for. After all, it is the customers who are at the heart of every business, no matter what industry it is or which products and/or services are being sold.

Every business relies on its customers to make money, which is why maintaining a good overall relationship with your customer base is absolutely vital. Research into your target market should be something that is continuous, to ensure that you are up to date with changes in views, preferences, needs and more.

Cut Costs

Getting to know your target audience when preparing a marketing campaign not only helps you to understand your customers better and present your products, services and brand, it can also help you to save money as a business, too. When you are unaware of many things that your target audience want and do not have a thorough understanding of the type of people who buy from your company and brand, you are at a much higher risk of getting your marketing campaign completely wrong.  

When marketing mistakes are made, the results can be disastrous, and the last thing that any business owner or marketer wants is to put together an expensive campaign that doesn’t work very well or at all, leading to more money being spent to make it effective. Keeping costs to a minimum means that you will need to get it right the first time around, which is why market research is so vital.

Planning for the Future

Understanding your demographic and getting to know your customers is not only important for the present, but it can also be useful when it comes to future plans for your business. Getting to know your customers’ likes and dislikes, preferences, deal-breakers, and everything else in between such as their average age and social class can help you to make more accurate predictions for the future and ensure that your company is one step ahead.

Researching your target audience on an ongoing basis will give you plenty of materials to look at when it comes to finding out how and if your demographic is changing, and determining what you will need to do to ensure that your business remains successful. For example, technology companies and retailers will need to ensure that they keep up with the latest consumer preferences and discover what it is that customers are expecting from them in the future to ensure that they remain headed in the right direction when it comes to providing their customers with the products and services that they want and need.

Understanding your demographic is a very important part of marketing which should not be ignored. Getting to know your target audience makes it easier to build and maintain a successful brand.

Do you use understand your target audience properly? Let us know in the comments section below...

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