Target Market vs. Target Audience: 5 Key Differences
Target Market and Target Audience are pivotal marketing concepts. While they relate to the groups you direct your business efforts towards, they have distinct differences in scope and application.
In this article, we will explain the differences between these two to help you make sure that your marketing and business plans work together perfectly for the best outcomes.
Target Market vs. Target Audience
Both "Target Market" and "Target Audience" stand as pivotal concepts in marketing. At a glance, they seem synonymous, but on closer look, they serve different purposes in the business ecosystem.
The distinctive characteristics of the two differ in terms of their focus, purpose, scope, time, and tools for identification.
1. Focus
Target market focuses on a broad group of people or entities potentially interested in your product or service. It represents the entire universe of prospective customers for your offerings.
According to Big Commerce, learning about a target market requires a combination of demographic and psychographic data.
Components of a target market include:
Demographics: Observable population statistics such as age, gender, income bracket, education level, marital status, etc.
Psychographics: Aspects like lifestyle, values, personalities, and interests
Geographics: The locations or regions where potential customers live.
Behavioristics: Elements related to the purchasing behavior of customers, which include brand loyalty, usage rate, and purchase readiness.
Identifying your target market is foundational to any effective marketing strategy. With this, businesses can avoid misallocating resources by pitching to uninterested parties.
Conversely, the target audience is a refined subset of the target market. This group is the focus of a specific ad campaign, message, or content.
Defining characteristics of a target audience are:
Specific demographics: Such as women between the ages of 25 and 30.
Interests: Categories like tech aficionados, yoga devotees, or aficionados of gourmet cuisine.
Media consumption habits: The platforms they frequent online and their preferred communication channels
For instance, consider a tech giant like Apple. Their target market encompasses virtually everyone using technology—from students to professionals, from casual users to tech enthusiasts.
However, when they launch a specific product like the Apple Pencil, their target audience narrows to iPad users, particularly artists, designers, and other professionals seeking precision in digital artistry.
2. Purpose
Your target market includes everyone you want to reach, and your target audience is the specific people you're talking to right now.
Your target market is like the vast pool of all potential customers your business seeks to reach, encompassing a wide range of individuals who might have an interest in your products or services.
According to Hootsuite, the better a company understands its target market, the more it can focus its ads and reach the audience most likely to convert into customers.
In contrast, your target audience represents a narrower, more specific subset within this larger target market. These are the individuals or groups you are actively directing your marketing efforts toward at a given time.
Nike has a vast target market that includes individuals interested in sports, fitness, casual wear, and fashion. (Target Market)
When Nike collaborates with a celebrity, say, LeBron James, for a new line of basketball shoes, the target audience narrows to basketball players, fans of LeBron, and sneaker enthusiasts. (Target Audience)
3. Scope
The "Target Market" provides a broad perspective, while "Target Audience" narrows down to a specific group.
When we talk about the "Target Market," we are considering a broader perspective. This means we're looking at a larger, more general group of people who could be interested in a product or service.
On the other hand, the "Target Audience" narrows down to a specific group within the broader target market. It's like zooming in on a smaller, more precise segment of people who share common characteristics or interests.
According to Marketing Evolution, $37 billion is wasted in ad spending every year from ads that fail to engage the target audience. Adding to the importance of determining your target audience.
For example, Starbucks markets itself to anyone who might want coffee, tea, or a quick snack. Their broad market encompasses students, professionals, travelers, and even families. (Target Market)
For a specific campaign, Starbucks might launch a limited-time Pumpkin Spice Latte during the autumn.
The target audience for this particular promotion includes seasonal flavor enthusiasts and existing Starbucks loyalists eager for new offerings. (Target Audience)
4. Time
The "Target Market" remains stable over longer periods unless there's a significant change in the business model, meaning that the group of people a business aims to reach and serve remains relatively unchanged unless there is a major shift in the way the business operates.
In contrast, the "Target Audience" can be flexible, shifting with different marketing campaigns or content.
This means that the specific group of people a business is actively engaging with can be adjusted to align with the goals of each marketing campaign.
For example, Toyota caters to a wide demographic looking for reliable vehicles, spanning first-time car buyers from families to professionals. (Target Market)
When Toyota promotes its hybrid model, the Prius, the target audience concentrates on environmentally conscious consumers or those looking to save on fuel costs in the short term. (Target Audience)
5. Tools for Identification
The "Target Market" is determined through thorough, detailed research and analysis considering demographics, psychographics, and market trends.
On the other hand, the "Target Audience" is determined by monitoring real-time management metrics and immediate feedback using metrics like website traffic, social media interactions, and customer feedback.
According to Emplifi, a target audience analysis can provide useful and actionable consumer insights for a brand in the form of buyer personas.
For instance, Coca-Cola aims at a vast market—pretty much anyone who drinks carbonated beverages. (Target Market)
During their "Share a Coke" campaign, where they placed common first names on bottles, their target audience was younger consumers who would be excited to find their names and share their finds on social media.
This campaign relied heavily on real-time social media engagement metrics and content interaction data. (Target Audience)
Wrapping Up: Target Market vs. Target Audience
Differentiating between Target Market and Target Audience isn't mere semantics; it's an important distinction that drives marketing success.
The two differ in terms of the following:
Focus
Scope
Time
Tools for identification
Purpose
By understanding and applying these concepts, businesses can tailor their strategies, ensuring resources are effectively utilized and messages resonate where they matter most.
Investing time to identify and differentiate between these two ensures marketing strategies don't just touch the surface but make a lasting impact.
