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A beginner’s guide to targeting the right audience

Part 2: Learning to Manage Problems: Target Audience

In my previous blog, I talked about the importance of reaching the right target audience for better brand reach and image.

It is no secret that modern marketing has developed into a more complicated and competitive field than before, thereby increasing the sophistication of consumers and businesses and the issue of catering to the wrong audience.

One of the important concerns that brands face difficulty with is connecting with the audience. Communications firms for example resort to talking more than listening. In other words, the communication is one-sided and does not reflect the consumers’ wants.

Moreover, traditional communications subfield like advertising uses methods that focus on selling the product, an approach that has proved to be ineffective in this day and age. Preferably, consumers are more likely to indulge in a product or invest in a brand if it has been refined to suit their needs.

Creating an original product that complements your target audiences’ specific behavioural and demographic attributes can be a daunting task. However, if you simply communicate and maintain direct contact with clients and customers you get effective results.

It is possible to stimulate client and customer feedback by the following means:

  1. Conduct polls to understand what the majority wants;
  2. Develop or maintain a dedicated social media presence to understand concerns;
  3. Engage one-on-one with clients

Following these steps will ensure that you acquire feedback; whether it is negative or positive. This will help in rethinking or reevaluating your brand, product, or in some cases just the approach. As I learned from my experience, being oblivious to your target audience and failure to adapt to their wants and needs will lead to failure.

Mariam Elsanousi is an Account Executive at Cicero & Bernay Public Relations, an independent PR agency headquartered in Dubai offering new-age public relations consultancy to the UAE and across the MENA region. |