In modern marketing, there are two types of target audience (TA):

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Since the target audience represents a segment (or several segments) of the consumer market, it has characteristics that are typical for each representative.

Depending on the purpose of defining the target audience, different sets of parameters are used. For example, the following characteristics:

geographical (residents of the European part of Russia);

socio-demographic (men aged 35-50, holding thailand mobile phone numbers database management positions, whose income exceeds the market average);

psychographic (people striving to achieve a significant position in society);

behavioral (those who purchased the product once or twice).

Defining the target audience in the process of analyzing potential clients involves tracking its size and the dynamics of changes in numbers. This is necessary to assess the sales volume and the overall market capacity, which will subsequently help to build the most accurate forecast of expected profit and payback of the marketing campaign.

The core of any target audience is made up of the most active buyers of the product promoted by the company. First of all, these are people who constantly buy a product or service and make the greatest contribution to the existing sales level. They experience a regular need for the product and are most interested in further acquisition. In addition to current customers, the core of the target audience also includes potential customers who, under certain conditions, will become loyal users and provide the company with a high level of profit.


The main, or primary. These are people who initiate a purchase because they consider it appropriate to purchase a product (service), and to whom the brand's communication is directed.

Indirect, or secondary. The initiative to purchase the product does not come from these customers, and they are not the object of brand communication.

A classic example that clearly demonstrates the difference between the two types of target audience is the sale of toys. The main segment is children: it is for them that the advertising campaign is aimed, they are the initiators of the purchase. Parents are given a secondary role: they fulfill the child's request and only for this reason buy the product.

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Alexander Kuleshov
Alexander Kuleshov
General Director of Sales Generator LLC
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Over the past 7 years, we have conducted over 23,000 comprehensive website audits and I have learned that all of us as leaders need clear and working algorithms for our marketing and sales.

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