Understanding Your Target Audience First

In the world of marketing, understanding the core identity of your target demographic is imperative. Consider the Hispanic market for example. This community is brimming with culture and has a steadily rising population. When marketing to Hispanics, it is important to know what makes them tick, rather than their interests alone. The Hispanic population is shifting. Now the community comprises primarily of youth and young adults. If you have a general product and are looking to reach out to the entire demographic, then a youth dominated medium such as the Internet would be the most successful tool. It’s vital to know what drives individuals to possess certain purchasing behaviors; however, understanding sheer numbers will help to drive sales.

Breaking down the market

Once the target market is established, the next point of action is to segment it into a more narrowed demographic. Usually products or service are used by a specific group. Therefore, a more targeted market will prove to yield a successful campaign because it reaches that specific group rather than the entire community. This conveniently excludes those that may not relate to the product.   

Segmenting your target market includes doing extensive research about the product to discover who can best relate to it. For example, a Barbie doll will target young girls ages 3-9. The marketer will not worry about targeting young boys or teenage girls because young girls are the ones that desire the doll.

Why it matters

Segmenting your target market is vital because it concisely breaks down your marketing campaign and allows you to focus on one specific group of individuals- the ones buying your product.

Although this target market segmentation may seem like an obvious step, it is paramount. Once you decide on your target market, you must perform extensive research to determine the most effective way to communicate with them and develop a customer relationship. The Hispanic market is no different. This community is just as diverse as any other market, if not more so. When targeting them it is vital to not generalize the entire population and break down the market accordingly.