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Target market refers to the audience towards which an advertising campaign is directed, as they have a higher likelihood of becoming customers. To define this, demographic and sociocultural profiles are used, such as age groups and values shared with the company.

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How to define the target

To determine the characteristics that define a target, one must first ask a key question for the business: Who is this product intended for? From there, the marketing-related question arises: Who is this campaign targeting? The answer can be varied because the same product can be sold to different target audiences. To describe them, they are grouped by variables such as:

  • Age: Although internal documents may also refer to the generation to which the target belongs, advertising platforms offer reference ranges, such as 20-29 or over 65 years.
  • Occupation and income level: These two characteristics may be related and serve as a reference to understand both purchasing power and cultural level.
  • Family situation: Marital status, number of children, even their ages, or whether they live with dependents can be crucial for many products.
  • Location: City or country, depending on the type of campaign, may be more or less relevant, also considering the language or culture of the country.
  • Buying habits and hobbies: Indicate advertising distribution in terms of schedules, media, or influencers. It is advisable to consider the entire customer journey, offline and online.

Examples of target

Companies choose their target based on how well it fits with their product positioning. For example, a car brand cannot target the entire population, only those with a driver's license, hence those over 18 years old and not too old because they no longer buy cars.

Commercial vehicles are aimed at transporters, specifying their profession and income level based on the product's price. If one wants to convey ecological values and durability, they can target those buying their first van, typically between 30 and 50 years old.

On the other hand, an SUV targets a more family-oriented audience, with a couple of small children, so its target would be different. The age group could be 30-40, and in this case, purchasing power matters as much as concern for design, safety, and the use they will give to the car (city travel, weekend getaways, long trips, etc.).