What is a target group?
Generally speaking, the term target group can be compared to a group of people who are very similar due to different aspects. This subdivision enables target group-oriented advertising and the correct alignment of offers and services. Specifically in online marketing, the target group describes the users who are to be addressed with the marketing measures. The aim is always to trigger a specific reaction. For example, the aim is to get people to click on a certain website, buy a product or take part in an online course (seminar). Extensive knowledge of different target groups is essential so that advertising measures can be used and addressed correctly.
Why is target group identification so important in online marketing?
Correct target group identification has long been relevant not only in the areas of film, television and print media. The relevance of target group-oriented advertising is also increasing in online marketing in order to address the right people in the long term. In order to be able to take the right marketing measures, the interests of the target groups must be studied in detail. Every target group has completely different interests and needs, to which advertising measures must also be tailored. If the target group has not been clearly defined or the measures have not been tailored to the target group, there is a high risk that advertising measures will not be effective. Campaigns can miss their actual target and it can happen that a budget for advertising measures, for example, is not used correctly.
In concrete terms, this means that a company that also advertises online should know the interests and needs of a specific customer base before placing an ad. This is the only way companies can really be sure that advertising is displayed to the right potential customers.
Why does a target group need to be determined before content is produced?
Target group identification is always underestimated in online marketing. Ideally, this should be done before any content is produced. The right tonality and language must be chosen so that content appears interesting to the right target group. Otherwise, a certain clientele may not feel understood and lose interest in the content.
Target group-oriented content should always deal with problems, questions and answers on specific topics. Users want to feel understood and pay attention to how they are talked to. No company wants a high bounce rate, as this will have a negative impact on business. Current trends and events in the world can also be used to address very specific target groups and keep them on the respective page. Many target groups can also be won over if content is constantly kept up to date and revised.
In which areas are target groups relevant?
Target group identification is of great importance in many areas of marketing. Only those who know their potential customers and also know what their wishes and needs are can carry out successful marketing in the long term.
How do you determine a target group?
In order to determine and analyze a target group, demographic, professional and socio-economic data is required. In most cases, interests and wishes can already be derived from these factors.
Which target group is particularly widespread on the Internet?
In online marketing, companies are primarily concerned with young target groups who spend a large part of their time on smartphones or on the internet in general.
