What Is Target Audience? Why Is Target Audience Analysis Important?
You work to ensure your product is of the highest quality. Understanding your audience is a fundamental prerequisite to finding and sustaining any success as a business, and performing audience analysis is how you get there.
Target Audience research has long been part of the business, but today it’s arguably easier than ever to analyze your target audience. Brands now have access to vast amounts of audience data through social media platforms. If you can, then you can use what you learn to build a more comprehensive business strategy.
Table of Contents
- 1 What Is Target Audience Analysis?
- 2 Why Is Target Audience Analysis Important?
- 3 How To Conduct Object Analysis
- 4 Using The Results After The Object Analysis Study
What Is Target Audience Analysis?
Audience analysis is the process of gathering as much information as possible about your audience to better understand who they are and what they care about. That is a broad definition of object analysis, and in practice, it can take several different forms.
[+] Social audience analytics uses extensive data social media platforms have about active users to help brands understand their audiences.
[+] Branded audience analysis focuses on identifying and understanding the audience of a particular brand, whether yours or another company in your space.
[+] Unbranded audience analysis is the study of an audience with something other than a generic brand, such as the customers of a general product category or the readers of a particular publication.
[+] Competitor audience analysis is when you identify and analyze data about your competitor’s audience.
[+] Demographic audience analysis is the classification and analysis of audiences based on specific demographic categories, like age, gender, and geographic location.
[+] Audience psychoanalysis is when you classify and analyze objects based on factors such as relationships, interests, and values.
Why Is Target Audience Analysis Important?
Target audience analysis is important because you can’t communicate effectively with an audience you don’t understand. For businesses, reaching the right people and crafting a distinctive message that resonates with them is critical to any success.
And beyond a basic understanding of who your audience is (and who isn’t), target audience analysis helps you answer a number of business strategy questions, such as:
Which platforms and channels should we invest in? If you know your audience is more active on Twitter than on Instagram, you can focus your efforts accordingly.
What types of topics should our content cover? Social data shows the types of content your audience is sharing and the topics they are discussing online, helping you create a content calendar that aligns with their interests.
What factors do our customers consider in choosing a brand? Are they price-conscious consumers who talk about discounts and deals, or quality seekers who talk about their favorite brands? Social data can help you capture their shopping habits.
What values are most important to our audience? Consumers increasingly place brand value on their shopping choices. Social audience analytics provides insights into what values are important to them, so you can match your company’s actions and messages to their priorities.
How To Conduct Object Analysis
The details of how to perform audience analysis will vary based on your resources and needs, but a good social audience analysis process will typically include the following steps.
⇒ Choose An Audience Analysis Tool
Social media provides a ton of audience data, which is mostly a good thing. But if you try to track and analyze it all manually, it quickly becomes overwhelming.
An audience research software that simplifies the audience analysis process. It makes tracking audience insights much more efficient and paves the way to garner more useful information.
⇒ Clarify The Questions You Want To Be Answered
Your audience analysis will be more focused if you define what you want to get out of it from the outset. Identify the specific goals you have, so you can shape your research based on your needs.
⇒ Decide What To Build Your Audience
Based on the questions you selected in the last step, figure out which common elements to use in your audience creation.
If it’s a branded audience, that means using a customer list, one of your or a competitor’s brand accounts. If it’s unbranded, you may want to use a specific keyword, hashtag, or profile attribute like the job role.
⇒ Generate Object Reports
If you selected an audience in step one, a report will be generated automatically once you have defined your audience.
⇒ Use The Data To Answer Your Original Question
The generated report will contain various information. Give it some time to see what you learn, but don’t get too distracted from your original goal.
Keep in mind the question you started the process with and use the knowledge contained in the report to find the answer. Then, repeat the process with any other goals or questions you have.
Using The Results After The Object Analysis Study
Audience analysis research can be used in a number of valuable ways, below are a few examples:
⇒ Understand Your Existing Customers Better
Social audience analysis can give you a lot of information about who your audience is in terms of their geographic location, demographics, interests, and values.
All of that helps you develop a business strategy based on who your target customers really are and what they really care about.
⇒ Define New Object
A good audience analysis tool will help you easily identify new audiences. It can do that by identifying profiles similar to those of your current followers and by helping you understand your competitors’ audiences.
⇒ Follow Audience Interest Trends
People’s preferences and habits change. Spotting a trend in what your audience is doing and talking about it sooner rather than later can help you stay ahead of your industry and develop a competitive edge.
⇒ Find Influencers In Your Space
Do your target customers tend to follow the same few accounts? Identifying the top influencers in your industry is an important step in starting an influencer marketing campaign.
And paying attention to what influencers say and do can also help you better understand the type of topics and content your audience will appreciate.
⇒ Identify Business Opportunities
If multiple of your audience is complaining about the same problem, it could reveal a product they need that no one else has made yet. Social audience analysis can reveal insights that you can translate into product ideas, new features to add to existing products.
⇒ Create More Relevant Marketing Strategies
Marketing works best when it’s relevant to the audience you’re targeting. Audience analysis ensures you understand what your customers think? What interests do they have and what are their main interests?
You can use that to create more effective ads, choose topics that are more useful in your content marketing. And make sure you’re investing in channels where your audience actually spends time.
⇒ Make Confident Decisions With Audience Analysis
The benefits of object analysis are many. Audience analytics gives you vital data that will aid in making confident decisions for your business. This is one of the fastest and most accurate methods for doing market research.
And when done right, it will greatly enhance your overall planning and strategy.
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