Marketing

What you didn't learn in identifying the target audience.

I will differ in this article with Seth Godin, one of the most famous writers in marketing, but give me the chance to justify my position.

Marketing

What you didn't learn in identifying the target audience.

I will differ in this article with Seth Godin, one of the most famous writers in marketing, but give me the chance to justify my position.

This topic may be the most common in books and writings, but I need to add some points and share my personal opinion. I will disagree with Seth Godin, one of the most famous marketing writers, in this article, but give me a chance to justify my position.



When trying to understand the audience, there are two points to quickly steal the definition from JBT Chat:

  • Psychographics:

Psychographics is related to the psychological and behavioral characteristics of the target audience. These factors include values, interests, opinions, lifestyle, and personality. Targeting specific groups based on these characteristics helps improve the effectiveness of marketing and communication strategies.



  • Demographics:

Demographics are related to the statistical characteristics of the target audience. These factors include age, gender, income, education, nationality, and social status. Demographics provide a basic understanding of the target audience based on standard criteria.



The central idea here is that Seth Godin in the book "This is Marketing" emphasizes the importance of psychographics compared to demographics, and this is due to the industrial revolution that we witnessed and the availability of human needs with many options and high competition, which led us to focus on ideas and values and not products. This is the idea of brand strategy, and it is a very valid idea, but not in all sectors.



Imagine with me a café in Dubai, in the Marina area. Within a kilometer, you will find at least 20 competitors. When we think about the audience and targeting, if we define demographics by age, gender, nationality, etc., you will quickly notice that you will end up targeting everyone and not targeting anyone in particular.

In sectors where customers have many options and the same product is readily available, we must strongly target and focus on psychographics. Example: A café aimed at book lovers and readers. This targeting is good because it excludes many people, and this is required. Smaller potential audience. Minimal viable audience. Of course, the application of the strategy is clear, as the café will be quiet, with free books to borrow, and no internet. The music helps with concentration.



Now let's take a reverse example. A company that sells real estate, apartments, for example, in the same area, Marina in Dubai. The competition and options here are less, which means that the customer is looking for his needs, not necessarily his desires. If we target problems and desires, they will be as follows: The problem: the person spends his money on rent, which increases every period with inflation. Desire: owning a home that guarantees his future and his family's future. Nice, huh? Who did we target? Everyone. So we didn't target anyone.

In this field, demographics are the most important. We need to target certain age groups with purchasing power and a need to buy. For investment purposes? Or for the purpose of housing and starting a family, for example. We need to know their jobs and workplace because the person who buys the property to live in prefers to be close to his workplace. His job may indicate his monthly income.



Conclusion: When targeting, I need to specify both demographics and psychographics. According to my field, I need to know the priority for each of them and complete my strategy based on that.

This topic may be the most common in books and writings, but I need to add some points and share my personal opinion. I will disagree with Seth Godin, one of the most famous marketing writers, in this article, but give me a chance to justify my position.



When trying to understand the audience, there are two points to quickly steal the definition from JBT Chat:

  • Psychographics:

Psychographics is related to the psychological and behavioral characteristics of the target audience. These factors include values, interests, opinions, lifestyle, and personality. Targeting specific groups based on these characteristics helps improve the effectiveness of marketing and communication strategies.



  • Demographics:

Demographics are related to the statistical characteristics of the target audience. These factors include age, gender, income, education, nationality, and social status. Demographics provide a basic understanding of the target audience based on standard criteria.



The central idea here is that Seth Godin in the book "This is Marketing" emphasizes the importance of psychographics compared to demographics, and this is due to the industrial revolution that we witnessed and the availability of human needs with many options and high competition, which led us to focus on ideas and values and not products. This is the idea of brand strategy, and it is a very valid idea, but not in all sectors.



Imagine with me a café in Dubai, in the Marina area. Within a kilometer, you will find at least 20 competitors. When we think about the audience and targeting, if we define demographics by age, gender, nationality, etc., you will quickly notice that you will end up targeting everyone and not targeting anyone in particular.

In sectors where customers have many options and the same product is readily available, we must strongly target and focus on psychographics. Example: A café aimed at book lovers and readers. This targeting is good because it excludes many people, and this is required. Smaller potential audience. Minimal viable audience. Of course, the application of the strategy is clear, as the café will be quiet, with free books to borrow, and no internet. The music helps with concentration.



Now let's take a reverse example. A company that sells real estate, apartments, for example, in the same area, Marina in Dubai. The competition and options here are less, which means that the customer is looking for his needs, not necessarily his desires. If we target problems and desires, they will be as follows: The problem: the person spends his money on rent, which increases every period with inflation. Desire: owning a home that guarantees his future and his family's future. Nice, huh? Who did we target? Everyone. So we didn't target anyone.

In this field, demographics are the most important. We need to target certain age groups with purchasing power and a need to buy. For investment purposes? Or for the purpose of housing and starting a family, for example. We need to know their jobs and workplace because the person who buys the property to live in prefers to be close to his workplace. His job may indicate his monthly income.



Conclusion: When targeting, I need to specify both demographics and psychographics. According to my field, I need to know the priority for each of them and complete my strategy based on that.

تحتاج مساعدة لتطّبق ما تعلمّت في مشروعك؟

عملت مع أكثر من ٢٠٠ خبير ورائد أعمال في الخليج. أستطيع أن أغيّر أولويّاتك في مكالمة واحدة.

تحتاج مساعدة لتطّبق ما تعلمّت في مشروعك؟

عملت مع أكثر من ٢٠٠ خبير ورائد أعمال في الخليج. أستطيع أن أغيّر أولويّاتك في مكالمة واحدة.

المزيد من الكتابات

Marketing
٢٢ مايو ٢٠٢٤

استراتيجيّتي للخروج من السوشال ميديا

Marketing
٣٠ أبريل ٢٠٢٤

تعلّم عن التسويق الحقيقي عبر الإيميل

المزيد من الكتابات

Marketing
٢٢ مايو ٢٠٢٤

استراتيجيّتي للخروج من السوشال ميديا

Marketing
٣٠ أبريل ٢٠٢٤

تعلّم عن التسويق الحقيقي عبر الإيميل