In a business strategy, the audience is an important aspect as a business driver in your business market. Audience is what a businessman needs to develop his business because they are the ones who form the market for your business. So that your business can reach the right and effective audience, you need to carry out stages called audience segmentation and targeting. Why is segmenting and targeting the audience something that needs to be done first? Before explaining that audience segmentation and targeting are important things to do, you as a businessman need to first understand that audience is an aspect that needs to be researched to find out which audience is the target of your product or service. This stage is called audience targeting. In this stage, you need to determine the target market starting from age, nature, to the characters who will later become your consumers. 

Next, after you start determining the target market for your business, there is the next thing you need to pay attention to, namely audience segmentation. Audience segmenting is a way of classifying audiences into groups with various categories. So in short, audience segmenting is the process of dividing the market into smaller parts based on certain characteristics or values. In segmenting the audience, there are several variables that are looked at, starting from demographic, psychographic, to audience behavior. In the demographic aspect, you start dividing the market by grouping it based on age, gender, income, education, race, and others. From the psychographic aspect, you divide your audience based on social class, personality, social style, and other things. Finally, in the behavioral aspect, you divide the audience into various behaviors including loyalty to a brand to how to use the product and conditions of use. 

That's an understanding of audience segmenting and targeting that you can understand literally. So why is audience segmenting and targeting something that needs to be done with several stages that need to be gone through? There are 4 reasons that indicate audience segmenting and targeting is something that must be done. The following is the explanation.

The need to define user and customer
When you hear the terms user and customer, you might think that these two things are the same thing. Even though users and customers are two different things. Users in targeting audiences are users or someone who uses your business products or services. Meanwhile, customers in targeting audiences are customers or someone who buys your business products or services. If you start determining your targeting audience, it will be very helpful for you to differentiate between these two things. Users and customers don't always come from the same person, you know, they could be two different audiences. This is because in audience targeting, you will understand that your product or service has value for users. So your product or service has been designed to be used so that it can meet user needs technically. However, as a business, your product or service needs to be packaged so that it can meet customer needs. For example, for example, for elementary school (SD) textbook products, the users in the target audience are children who attend grade 1 elementary school and are aged 6-7 years. Here, the usability value of your business product is intended for the target and audience segmentation. However, in terms of business, those who buy these books are young parents who are new or who are still sending their children to elementary school. You can identify and classify all of these things, so segmenting and targeting your audience is something useful and important for you to do. So you can find the right audience for your business products or services in terms of users and customers. 

In order to know the characteristics of the audience.
Another reason why audience segmenting and targeting is important is because you can be helped in knowing the characteristics of the audience by dividing the criteria for each consumer in your target market. There are several audience characteristics that you can group, starting from:

Potential Audience
Potential Audience is an audience that has a relationship with the services or products offered by your business. Apart from the relationship between needs and the use of the product or service, the audience also has sufficient purchasing power so they can easily buy or make transactions for the product or service you offer.

New Audience
New Audience is an audience that has never previously made a transaction or purchased your business products or services. You also need to pay attention to these new audiences because they are a way for your business to increase its sales, so you need to map new audiences that are visible in your market. 

Absolute or Loyal Audience
Absolute or loyal audience is a group of audiences who always choose your business products or services compared to other products or services. Usually this audience is not followed by their purchasing power because they will still choose your product or service.

Makes it easier to create content.
Segmenting and targeting audiences is a way to find out what kind of consumers your business is. After knowing the characteristics of consumers with the product or service you are marketing, it will be easier for you to create marketing content. Moreover, for creating content in the digital marketing realm, it must always be up to date and able to attract your audience. This will also make it easier for you to determine what type of communication, what theme or content topic to choose, and even the tone of voice in composing the message you want to show so that it is easier to understand and accept. 

More focused marketing activities
. Lastly, another reason why audience segmenting and targeting is important is because the marketing activities that you will carry out will be more targeted and focused on your segment and target market. You don't need to try various media or social media when you want to market your products or services. With the results of the audience segmenting and targeting that you have done, you will focus more on the same characteristics of the audience and the marketing media used.
For example, suppose you want to market maternity or postnatal products to the segmentation of young mothers who have just given birth, aged 20-30 years, with their habits still being active on social media and shopping online. This audience is your target market for marketing products and you choose to market on e-commerce and social media Instagram. You find the same characteristics between these two things from your target audience, who apparently gather a lot or use this media. So you don't need to divide your focus into doing other marketing that doesn't provide benefits or good feedback for your business. This is the effect of audience segmenting and targeting that you need to do.

That is an explanation of why segmenting and targeting audiences is an important and useful thing to do for your business. Especially if your business has started to enter the digital market, then to be able to apply the importance of audience segmenting and targeting, of course you need an experienced digital marketing agency. 

Peter&Co. As a digital marketing agency, you really understand why audience segmenting and targeting is important for your business. Start consulting on preparations and strategies for your business audience with PeterCo. Now! Visit our website here !