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Target Audience Makes Online Marketing Difficult
Target audience is a common strategy for identifying a market and designing an appropriate approach to sell this market. As it so often happens, these offline tactics of marketing are often superimposed on to the online marketing as they are considered fundamental.
audience tends to segregate people based on various factors like income, where they live, age group, sex and the like. It tends to assume that your neighbour who lives in the same neighbourhood as you and has a similar income has the same interest as you do and has the same problems as you do. Obviously then, if you have the same problems and similar incomes you will buy similar solutions.
Yet you and I know that this is not true. You and your neighbour choose and indeed afford significantly different solutions even when faced with a similar problem and similar incomes. But surprisingly target audience is a key component in most marketing plans offline and online. It is in sales and marketing text books all the way to universities. However as often mentioned here, internet business and online marketing has knack of exposing misconceptions and myths about what works and what does not work when it comes to selling.
Using the concept of target audience, we can comfortably say that a well designed thematic website that covers the same topic lets say weight loss attracts a very specific target audience. Then this would mean that the solution chosen by one in this audience would be chosen by most in the same target audience.
If this were true, convertion rates of websites would be averaging in the higher double digits. And a website converting fifty percent of its traffic would be considered mediocre. But the opposite is just true. A convertion of one to two percent is what is the norm. And we can heap most of the blame on the concept of target audience.
Sean D'Souz of Psychotatics explains it well. The problem of a target audience is easily defined if we look at 3 women. For example they are all in their 30's, they live in the same neighborhood, have similar incomes and have an average of 2.2 kids. They also like to wear jeans and to buy shoes often. In paper these three women fall smack in the middle of the same target audience for jeans. And being as such it would be very easy to sell them a pair of jeans which they all like to wear.
This is until you actually try to sell them the jeans and find out that one weights 49 kgs, another 60 kgs and the other 91kgs. But it gets worse; each of the women would further choose their pair of jeans based on significantly different styles and colour just to mention a few.
What was a fairly homogenous target audience all of a sudden has dissipated into people with different buying habits and drives. Target audience makes marketing anywhere very difficult.
About the Author The author recommends an All-in-One Small Online Business solution by SiteSell called Site Build It for extra income. Get a detailed review on SBI residual income here.
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