{"id":7618,"date":"2018-07-18T20:41:44","date_gmt":"2018-07-18T18:41:44","guid":{"rendered":"https:\/\/www.aloma.de\/what-is-audience-marketing\/"},"modified":"2018-07-18T20:41:44","modified_gmt":"2018-07-18T18:41:44","slug":"what-is-audience-marketing","status":"publish","type":"post","link":"https:\/\/www.aloma.de\/en\/what-is-audience-marketing\/","title":{"rendered":"What is audience marketing?"},"content":{"rendered":"<p>Target group marketing includes all marketing measures aimed at <strong>a specific target group<\/strong> . The more precisely this target group is defined, the more precisely and efficiently marketing can be aligned with it.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Definition_of_the_target_group\"><\/span>Definition of the target group<span class=\"ez-toc-section-end\"><\/span><\/h2><div id=\"ez-toc-container\" class=\"ez-toc-v2_0_80 ez-toc-wrap-right counter-hierarchy ez-toc-counter ez-toc-light-blue ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\"><p class=\"ez-toc-title\" style=\"cursor:inherit\">Contents<\/p>\n<\/div><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.aloma.de\/en\/what-is-audience-marketing\/#Definition_of_the_target_group\" >Definition of the target group<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.aloma.de\/en\/what-is-audience-marketing\/#Target_group_definition_by_market_segment\" >Target group definition by market segment<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.aloma.de\/en\/what-is-audience-marketing\/#Audience_definition_with_personas\" >Audience definition with personas<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.aloma.de\/en\/what-is-audience-marketing\/#Target_group_marketing_in_online_marketing\" >Target group marketing in online marketing<\/a><\/li><\/ul><\/nav><\/div>\n\n<p>A target group is a group of people who share certain characteristics and who are to be reached with a common advertising message.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Target_group_definition_by_market_segment\"><\/span>Target group definition by market segment<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>There are different precise methods for defining target groups. The simplest way to <a href=\"https:\/\/www.aloma.de\/en\/what-is-influencer-marketing\/\" title=\"What is influencer marketing?\"  data-wpil-monitor-id=\"27\">define a target group is market segmentation<\/a> based on statistically collected data and life circumstances.<\/p>\n<p>Such data for market segmentation can be divided into three groups:<\/p>\n<ul>\n<li><strong>Demographics<\/strong>, such as age, gender, and marital status<\/li>\n<li><strong>Socio-economic characteristics<\/strong>, such as educational attainment or occupation<\/li>\n<li><strong>Psychographic characteristics<\/strong>, such as values, lifestyle or political orientation<\/li>\n<\/ul>\n<p>The resulting target group definitions only represent master data and therefore lead to large scatter losses and moderately efficient campaigns when used in online marketing.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Audience_definition_with_personas\"><\/span>Audience definition with personas<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>In order to define the target group more precisely, one resorts to the aid of the &#8220;persona&#8221;. Personas are fictitious people who are designed by the marketing team in collaboration with other departments, for example as part of a workshop project and with creative means. Each persona symbolizes the <strong>interests and habits<\/strong> of a particular customer group.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Target_group_marketing_in_online_marketing\"><\/span>Target group marketing in online marketing<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Target group orientation plays an <a href=\"https:\/\/www.aloma.de\/en\/the-importance-of-online-marketing-for-marketing-agencies-10-effective-strategies\/\" title=\"The Importance of Online Marketing for Marketing Agencies: 10 Effective Strategies\"  data-wpil-monitor-id=\"28\">important role for all marketing channels<\/a>, both online and offline. Personas make it possible to align advertising measures with the customer journey and to construct a powerful conversion funnel. With them, all marketing measures can be optimized for very concrete, realistic, coherent personality profiles of the target group.<\/p>\n<p>For this, it is particularly important to consistently align the entire marketing with the personas. This is precisely the biggest weakness and potential of target group marketing. Many companies have already developed awareness of this, and agencies have long been offering tailor-made services and assistance in creating personas. In day-to-day business, however, personas often end up in the drawer. <span id='easy-footnote-1-7618' class='easy-footnote-margin-adjust'><\/span><span class='easy-footnote'><a href='https:\/\/www.aloma.de\/en\/what-is-audience-marketing\/#easy-footnote-bottom-1-7618' title='Ma\u00ebl Roth, &lt;a href=&quot;https:\/\/maelroth.com\/2018\/06\/personas-der-weg-ist-das-ziel\/&quot;&gt;Personas: the journey is the goal, not the document!&lt;\/a&gt;'><sup>1<\/sup><\/a><\/span><\/p>\n<p>The special performance of target group marketing with personas lies in increasing <strong>the efficiency of all marketing measures.<\/strong> Companies that understand this and integrate target group marketing appropriately into the corporate culture will gain relevant competitive advantages.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Target group marketing includes all marketing measures aimed at a specific target group . The more precisely this target group is defined, the more precisely and efficiently marketing can be aligned with &#8230; <a title=\"What is audience marketing?\" class=\"read-more\" href=\"https:\/\/www.aloma.de\/en\/what-is-audience-marketing\/\" aria-label=\"Read more about What is audience marketing?\">weiter<\/a><\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[643,641],"tags":[],"class_list":["post-7618","post","type-post","status-publish","format-standard","hentry","category-target-audience-marketing","category-glossary","generate-columns","tablet-grid-50","mobile-grid-100","grid-parent","grid-33"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Target group marketing: examples, basics &amp; definition<\/title>\n<meta name=\"description\" content=\"Target group marketing is critical to success in both retail and online marketing! 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