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Target Market


 


What is a target market?


A target market is the group of consumers most likely to purchase a company’s products or services. This becomes the primary audience for the company’s marketing efforts.


The group is generally unified across several key demographic characteristics, such as income, geographic location, gender, and age. Together, they make up one corner of the total market that exists for the type of goods or services that the company offers.


For example, an online store selling silver mustache combs might identify its target market as mustachioed people around the world who have some spare money to spend. Or a local department store offering low-budget fashionable clothing might label its target as students and young professionals who live within a 25-mile radius.



What is the purpose of target marketing?


Good advertising campaigns bring new buyers to your store. But unless you position these efforts in front of the right audiences, then you’re wasting your budget.


Target marketing offers a way to align your marketing campaigns with the audiences most likely to become customers. Once you’ve defined those groups through thorough market research, you can focus your advertising and get more effective results.


 

You may also be interested in:


Focus Group

Localization

A/B Testing


 


How to find your target market


To identify your target market, start by asking yourself some questions:


  1. What is the typical age of your buyers? Does your product appeal to one, specific age group, or does it have a broad appeal?

  2. Is there a gender that most frequently buys your products? This may be an easy one to answer if your product is designed to meet the needs of one gender in particular, but don’t forget that your product may be purchased as a gift.

  3. Do your products appeal to customers in a particular location? Do you have a brick and mortar store? If so, location is going to be a key factor in determining your target market. But even if you have an online store, location may be an important factor. Umbrellas sell much better in rainy England than in a dry country like Kuwait.

  4. What income bracket does your product appeal to? Do you sell luxury items? Your target market will be limited by those with the purchasing power to afford your products.

  5. What is the intent of your average customer? Another way to define your target market is by the need they are trying to fulfill. Are they buyers in the process of moving homes? Planning a wedding? Trying to manage a specific medical condition? If you know that all your customers have a particular intent, it makes sense to focus your marketing on places they will frequent.

  6. Other demographics: There are many more factors to consider, such as spoken language, marital status, and educational level, to mention just a few. Isolate which of these criteria are relevant to the nature of your business.


By correctly defining your target market and focusing your marketing efforts so that it reaches these potential buyers, you will get the highest return of investment from your advertising budget.

Related Term

Demographics

Related Term

Focus Group

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