In any communication, be it one to one or one to many, the most important thing is the attention of the listeners or viewers. And attention comes from the interest in the subject of communication.

Marketing is a form of communication and therefore it poses a tough challenge to the marketers to ensure attention of the audience, because otherwise it’s of no use. That makes it an even tougher challenge to learn who your audience is.

But the challenge doesn’t end there. In fact it never ends. Customers’ behavior, attitude, and choices are dynamic. Even if you identify your audience, you need to track them closely, acquire fresh data, and analyze on a regular basis. Audience analysis has become an essential tool to do well in marketing. Let’s dive deeper.

What is Audience analysis?

Audience analysis is a process of identifying and understanding your present and potential customers in order to learn their purchase intent. This provides valuable customer insights that include demographics, preferences, locations, motivation, and other data.

Brands can use audience analysis to better their marketing strategy, customer experience, and brand impression. Audience analysis can reveal many insights, depending on the depth of your research.

Why is Audience analysis important?

Marketing and branding are increasingly becoming data based and precisely targeted at specific audiences. Targeting the audience of your choice has never been so accurate, thanks to all the advertising and marketing technologies of today. The capacity to sell hyper-targeted advertising has fueled Facebook and Google’s explosive expansion.

But, who are your audiences that you should be focusing your marketing to? What kind of messaging and material should you employ for different types of audiences? What kind of campaign will this audience respond to the most?

These are the questions that determine the success of your campaign by helping you pinpoint your target customers and design the most apt marketing mix. Here are some direct benefits of audio analysis:

• Better understanding of your present customers
• Identifying new audiences
• Tracking new trends that engage your audiences
• Creating more appropriate marketing strategies
• Identifying influencers in your category.
• Identifying business opportunities

Types of audience analysis

Following are different types of audience analysis that you can perform depending on your requirements:

• Social audience analysis – To assist brands understand their audience, social audience analysis makes advantage of the enormous data that social media platforms have about active users.
• Branded audience analysis – This is concerned with identifying and comprehending the target audience for a given brand, whether your own or that of a competitor in your industry.
• Unbranded audience analysis – This is about gaining a better knowledge of a group of people who share something other than a common brand, such as customers of a specific product type or readers of a specific journal.
• Competitor audience analysis – This refers to the process of identifying and analyzing data about your competitors’ audiences.
• Demographic audience analysis – This is the process of defining and evaluating a group of people based on their demographic characteristics such as age, gender, and geographic region.
• Psychographic audience analysis – This type of audience analysis helps to evaluate psychological traits such as values, interests, goals, desires, lifestyle, etc.

Wrap up

Identifying relevant audiences and understanding their psychographic traits help you to stay ahead in marketing. Audience analysis provides valuable insights about your present and potential customers so that you get to know what matters most to your audience. You can use this information in your marketing campaign to engage with customers.

Source- Fluidscapes
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