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What is a target audience?

Business and Technology

Edited on June 3, 2025
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Defining the target audience is a fundamental part of developing an effective marketing strategy that reaches the right people. Not only does it allow the company to communicate better, but it also helps optimise resources and increases customer satisfaction.

If you are interested in the world of marketing and the strategies developed in this area and asking yourself the question “what is a target audience?”, the Master in Marketing at Universidad Europea in Madrid will give you the skills and knowledge to face the professional challenges of the sector.

Definition of target audience

The target audience is a group of people who may be interested in a company's products or services and are considered potential customers because they have socio-demographic characteristics that lead them to buy, thus becoming actual customers for the company.

Below are the main characteristics that make up the target audience in a marketing strategy.

  • Gender (male, female).
  • Age (children, adults, seniors).
  • Location (geographical area).
  • Social class (purchasing power).
  • Education.
  • Consumption habits.

Based on this data, you can shape your target audience according to the majority ranges and better understand consumer behaviour, adapting what the company offers to their needs.

What is a buyer persona?

Once the target audience for the marketing strategy has been defined, the ideal person, known as the buyer persona, can be defined.

This term means defining exactly the ideal potential customer for the business with a series of personal characteristics, interests, profession, economic level, lifestyle, gender and communication channels in which they may be present, among many other detailed factors.

Difference between target and buyer persona

In digital marketing, we can differentiate between target audience and buyer persona. The main difference lies in the specification of each term.

The buyer persona, on the other hand, is somewhat more detailed, defining the ideal person who would purchase the product or service by defining all their characteristics and, in some cases, even including an image of what they might look like. That is, a specific age range, as well as gender, lifestyle, status, and geographical area, among other specific characteristics.

The target audience refers to a group of people defined in general terms, within which the buyer persona can be established.

How to choose the target audience?

These are some of the steps that should be taken to choose a good target audience in line with the business strategy.

  1. Identify the audience: locate the type of people who interact with the brand and its direct competitors.
  2. Audience needs: analyse the brand's audience and competitors to see what their needs are and how they can be met.
  3. Where this audience is looking: determine through which platform the target audience meets their needs, whether online (social media, website, etc.) or offline (physical stores or magazines, among others).
  4. Determine what the company offers: once you know your audience, their needs and where they are looking, it is time to prepare offline and online content to reach as many potential buyers as possible for the brand and influence their purchasing decision.

Understanding your target audience is essential for developing successful marketing strategies that truly connect with potential customers. By identifying the key characteristics and behaviours of your ideal audience, businesses can make smarter decisions, improve customer engagement, and drive better results.

If you're looking to deepen your expertise in understanding consumer behaviour, data-driven decision-making, and strategic business planning, the Master in Big Data Analytics or the Master in Business Administration at Universidad Europea in Valencia can equip you with the tools to thrive in today’s competitive and data-centric marketplace. Indeed, we offer a range of masters in business and technology that could be of interest to you


Article published on May 29, 2024