Determining the target audience is essential, not only for the success of a business but also for the success of any marketing campaign. If you know your target audience, you can easily tailor your content and advertisements to get the best results. This post is aimed at helping readers to determine the steps to identify the target market for online marketing and their target audience for digital marketing.

A target audience is a particular group of people who would be interested in a product or service. The target audience is the recipient of advertisements or other commercial messages. It is important to find the right audience for the website. This is because the appeals, channels, or the language a brand will use to communicate a message depends on the audience. Thus, the effectiveness of any marketing strategy depends on finding the right target audience.

Mentioned below are the steps that will help you determine the target audience for digital marketing and get better results.

1. Determine your market type: B2B or B2C

Coming to the steps to identify the target audience for online marketing, the first step to identify the target audience is to determine the market type. You have to know whether your customers are other businesses or individual consumers. While marketing to B2B and B2C markets, you have to implement different approaches. Thus, determining the market type helps to get a basic idea of the target market. To know how to establish a B2B business in India, read our blog: HOW TO ESTABLISH A B2B BUSINESS IN INDIA: THE CHECKLIST.

2. Identify your USPs

Identify the USPs of your products. To do this, list the features of a product and the problems it solves. Then identify the group or groups of people who face these problems. This gives you an idea about the target audience for digital marketing.

Surveys, Relationship between advertising and market research agencies

3. Conduct online polls and surveys

Surveys are a good way to gain insights about consumers. All you have to do is create multiple-choice questions or one-word answer questions. These questions can help to know more about the audience and how they think. Brands can gain valuable information by asking the right questions to the right audience. This information can then be used to build a successful marketing campaign. Read about the marketing strategy for inexpensive campaigns, in our blog: MARKETING STRATEGY IN TIMES OF CORONAVIRUS PANDEMIC FOR INEXPENSIVE CAMPAIGNS.

Dependent on Data

4. Analyze your current customers

Analyzing current customers can help you to know about the kind of groups you should target. Understand the demography of your current customers and how you connect with them. Studying the current consumer base will help you to find the right audience for the website. This helps brands to effectively communicate their message and target their efforts towards the right group of people.

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5. Identify your competitors

A good way to define the target audience for digital marketing is to observe your competitors. Analyze their target audience and how they connect with their customers. Also, study their mistakes and learn from them. Understand their products, services, and marketing campaigns. Find out what they do differently and how you can use what you have learned, to build a better strategy.

Things advertising cannot do:

6. Create an ideal customer profile

Before you start promoting your brand, create a profile of your ideal customer. Good customer profiles contain psychographic and demographic information. Creating a buyer persona helps to narrow down and identify the target audience in a better way. Know how to attract new customers through a beginner’s guide, in our blog: A BEGINNERS GUIDE ON HOW TO ATTRACT NEW CUSTOMERS TO BUSINESS.

7. Run test campaigns

One of the steps to identify the target market for online marketing is to run test campaigns. Attempts to connect with the target audience will not always work. Especially, not the first time. Use A/B test email campaigns, social media campaigns, landing pages, advertisements, etc. to see which method yields the best results. Run small test campaigns in one section of the market, this gives an idea about which campaigns will work and which won’t.

8. Stay updated and revisit customer profiles periodically

Review your target market periodically and make relevant changes to your customer profiles. A market is a dynamic place and it keeps changing. So, the strategies that may have worked in the past to target audience for digital marketing may not work a few months or years later.

Identifying the target audience is an essential step for a digital marketing strategy. After research, once you have created your ideal customer profiles, it becomes easier to target your market. Defining the target audience for digital marketing helps brands to identify opportunities and decide on strategies that will lead to better campaigns. Remember to regularly update your customer profiles and re-evaluate your target markets for better results.


Uni Square Concepts is an advertising agency located in New Delhi, India. By initiating The Uni Square Blog, we aim to provide a comprehensive portal where readers can educate themselves about the various aspects of advertising and marketing. The articles and blogs are written by our professional team of content writers, under the guidance of senior leaders of Uni Square Concepts including its CEO, Uday Sonthalia.