Target group analysis is the key to understanding your customers. Thanks to target group analyses, you get to know the potential buyers of your products, their interests, communication patterns, behavioral patterns and many other facts are relevant to developing effective marketing strategies.
The target groups are a type of analysis of market research. There are various methods for carrying out a target group analysis:
Limit and segment your audience. This is a bit complex, but it saves you additional costs. As a result, a distinction is often made between main target group and secondary target group in target group analysis:
Target group analysis helps to get to know potential buyers of products and services. It is about summarizing the characteristics of target groups. This includes demographic data such as age, gender and income, as well as psychographic characteristics such as interests, values and lifestyle. By analyzing this information, you get a comprehensive picture of your target audience.
In order to communicate with potential customers interestingly and on the right channels, a target group analysis is essential. Professional analysis is essential to create marketing messages that are tailored exactly to your customers. This increases the relevance and effectiveness of campaigns and increases interaction in communication. Companies that do not know exactly their target groups risk using their marketing resources inefficiently and missing out on potential customers.
An online shop for sporting goods could find out that its main target group is sports-active men and women aged 18 to 35 who regularly take part in fitness classes and are interested in new sports technologies. A secondary target group could consist of older adults who enjoy leisure and outdoor activities. Based on this target group analysis, the shop can develop targeted marketing campaigns that address these specific groups. Align messages on the appropriate channels with the technological updates of the respective brands and potentially create an incentive through a loyalty system with all-inclusive invitations to the hottest international sports trade fairs.
I am surprisingly often juxtaposed with the fact that decision makers in departments inform me that they would very much like to forego the costs of target group analysis because they know their customers very well. Or for the reason that they not only want to sell their products to a selection of customers, but because they are suitable for a wide range of customers. At this point in time, I often have to realize that it would be useful to have these people at the table during preliminary consultations.
The benefits of a target group analysis are so clear that, in my opinion, the target group analysis in marketing and is a cost-saving tool. Especially today on the many different channels, with global competitors, target group analysis can be a game changer and a clear competitive advantage. It allows you to better understand your customers and your marketing strategies adjust accordingly. After the right set-up, the technological tools automate many steps. Analyze, design and implement the appropriate measures for your brand. This gives you the advantage that will be interesting for your brand in the long term.
Contact us to learn more about how we can help you conduct an audience analysis and pave the way to marketing success.
