E-Commerce Target Audience Analysis from We Appli's blog

E-commerce sites are generally very niche-focused. E-commerce startups that identify a gap in the market for a particular product, service, or idea are successful. They market themselves as leaders in the provision of these niche products or services. Niche products and services also mean the existence of an audience with niche interests. For this reason, determining the right audience is of vital importance in e-commerce. Finding and attracting this audience represents a challenging process.

What is the Target Audience?

An important factor for a business venture is the target audience is the people who respond to the marketing message. The target audience can sometimes be the end user; However, the end user cannot always be seen as a target audience. For example; The target audience of a baby product is babies; but it is necessary to address the original parents. The target audience of a gift product is both the person to whom the gift will be given and the people who will give it. Therefore, the target audience in marketing campaigns should not be considered only as end users. Companies must appeal to the target audience effectively to sell their products. For this, they need to understand their desires and needs.

Defining the Target Audience

It is not possible to market products and services effectively if it is not known to whom the marketing is done in commercial activities. There is no such thing as “average marketing”. Every advertisement, every content, or every social media post must be interesting compared to others. When defining the target audience, those who may be interested in the products or services offered should be focused on. For example; Offering products that middle-aged people are interested in to a young audience is a waste of time and will lead to unnecessary costs.

Marketing costs are increasing with the introduction of new trend advertising techniques. Many businesses; cannot afford marketing spend that will not be effective in increasing sales, conversions, and profits. So, it is necessary to spend marketing budgets wisely. Narrowing the market and focusing only on the target audience that is statistically most likely to convert can help businesses grow and thrive. For this reason, among potential customers visiting the e-commerce site, only the audience that makes purchases should be focused on.

Here are some tips to identify your target audience and keep them engaged:

• The first step in determining the target audience is to know and understand the products or services the business offers. “What does the product do?”, “Who will demand it?” Questions such as these should be answered.

• A niche e-commerce site needs a niche audience. Therefore, special content should be created to capture the specific interests of the niche audience.

• Established businesses should use existing customer information rather than conducting an audience analysis from scratch. Real data should be taken into account about who can offer which product and which audience will or will not be interested in the products.

• Who has purchased products or services in the past should be examined. Even if a new target audience identification is required, the old customer base will still provide insight.

• Visiting the website or store in the marketplace with some target audience analysis tools; however, it is possible to create a database and focus on this audience by determining the audience whose visits do not turn into purchases.

• Determining what type of audience the competition in the industry focuses on is also a good way to define a new target audience. For this, competitors' websites can be examined. The contents and texts they publish regularly should be examined; blog posts should be checked.

Things to Consider in E-Commerce Target Audience Analysis

The audience focused on in target audience analysis in e-commerce should not only be the audience that is likely to buy the product. For example; It would be insufficient to determine women between the ages of 25 and 45 as the target audience for a high-quality make-up product. It is necessary to consider that not only the women who will use this product but also their siblings, boyfriends, spouses, or mothers and fathers can buy this product as a gift. For this reason, when analyzing the target audience, it should be taken into account that the target audience may change at certain times.

In target audience analysis, the next stage after determining the target audience is to attract this audience to the brand or products and make them interested. For this, it is necessary to create content that is of interest to the audience. Well-defined, well-analyzed target markets and audiences can be part of an ideal marketing campaign.

In target audience analysis, it is necessary to pay attention to the following;

• Before the target audience analysis, the product should be determined in every detail and then the target audience study should be carried out.

• It should be investigated which needs the offered products and services meet or what value they add to the target audience.

• It should be determined what the target audience is interested in, which sites they follow, and on which social platforms they are active.

• Competitors' activities on all types of commercial platforms should be examined in detail; Content and marketing plans should be created accordingly.

• After the target audience analysis, a customer profile should be created and the target audience should be defined with demographic and psychographic information.

In conclusion; Selling in e-commerce or online marketplaces is not just about offering products or services. It is necessary to advertise the product, analyze and determine the target audience, and finally determine the channels to deliver the product to the target audience. If target audience analysis is not done with appropriate techniques, it may not be possible to achieve marketing goals.

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