RANDALL-REILLY
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TARGET
Before marketers can begin to share their
message, they need to find the right audience.
Obviously a message, no matter how compelling,
is meaningless if it is sent out to the wrong
person. It's the same as no one hearing it.
Define your demographic:
What group of people need the products or services you are
marketing? This group has brand affinities, buying cycles,
credit ratings, and other attributes that can help you put
together your ideal audience. If you want your marketing
to be effective, these attributes must be defined.
So, before finding an audience, you need to
define what that audience looks like.
Through targeting, you can answer
questions such as:
• What is the age demographic I need to target?
• Where are they located?
• What brands do they prefer?
• Is my audience engaging through mobile?
• Are they a credit liability?
• What forms of media do they consume?
While data can answer some of these questions for certain,
others are less accurate and based upon demographic
research. As you move through the cycle, you can answer
these questions with more certainty. The target phase
gives you a solid baseline for who to reach out to and
what will be most effective methods to reach them.
Target Your
Audience with:
PURCHASE DATA
DEMOGRAPHIC SIMILARITIES
BRAND AFFINITIES
AUDIENCE RESEARCH
