Audience Profile is defined as a group of particular clients the most likely to react positively to company's products, services and promotion. Any company can not market successfully without sufficient knowledge of customers. Audience profile is a way of defining exactly target customers by controlling their buying behaviours across multiple platforms. It allows to build strong and long-lasting relationship beetwen marketers and their prospectors.
Formal audience profile requires research of both demographic and psychographic characteristics. First characteristics include general information such as (Shelly B. G., Napier H. A., Rivers O. N. 2008):
- Educational level
Psychographic characteristics include:
- Purchasing preferences
- Political affiliations
- Employment Status
- Material status
- If they have a children or not
Demographic and psychographic characteristics allow to have a knowledge of what can influence target customers to buy specific product/service.
Main principles of audience profiling
Process of audience profiling include four main principles (Williamson W. 2017):
- Segmentation - First of all company should collect general information like age, gender and location, but it is not enough in understanding customer's behaviour. To separate data it can take also crucial factors such as interests, attitudes, behaviour, lifestyle and education. It is also good to know what a potential customer's day looks like. This whole knowledge can be used by marketers to create detailed personal description of consumers.
- Messaging - next step after creating a picture of target customer is to build good marketing strategy, which will contain marketing campaigns. Messages addressed to customers have to be personalised and extraordinary.
- Engagement - it means understanding completely time and place where message should be promoted to get the greatest impact on the customer. This applies to areas such as social media presence, content consumption, event attendance and type of device used.
- Measurement - monitoring the level of achievement of the campaign's objectives and analysing the success of a marketing strategy.
Why audience profiling is that much important?
Any marketing campaign can't be finished successfully without good profiling and separating target customer groups. It is very important for a few reasons. First and foremost, when firms are selling some product they need to have goals in their mind. Target consumer profile is necessary to determine to whom the product should be offer to sell. The whole process of audience profiling should be finished by product development to confirm that it will fit a certain audience (Audience Profile: Definition & Examples 2019). After all you know deeper who your audience is, you can target them more effectively and with more profits. Your advertisement will be addressed to the particular client. What is more, you will understand more your target customers, their interests and desires (Morrison A. 2017).
- Audience Profile: Definition & Examples (2019), Audience Profile: Definition & Examples, Study.com.
- Mae Kim C. (2016), Social Media Campaigns: Strategies for Public Relations and Marketing, Routledge.
- Morrison A. (2017), Customer Profiling: The Benefits Of Knowing Your Audience, Malamax Content Marketing.
- Shelly B. G., Napier H. A., Rivers O. N. (2008), Web Design: Introductory Concepts and Techniques, Cengage Learning.
- Williamson W. (2017), What Is Audience Profiling & Why Is Audience Profiling Important?, JDR Group's Digital Prosperity Blog.
Author: Agata Drabik