Audience targeting means identifying a number of targeted launch audiences that are distinctly different from each other. Business vs. consumer, or new vs. repeat customers, for instance.

Post-launch, new segments and sub-segments will be discovered through the marketing optimization process. Audiences will become more complex and specifically defined as we spend more time in-market.

The following is a framework for describing each of your targeted audiences. A solid definition of the unique characteristics of your target audiences - or customer segments - will come in handy when you start building targeted acquisition campaigns.

• Persona
  Develop a persona that represents the segment. What are the segment demographics? What is the average income, education level, geography, age and media consumption habits?
• Relevant appetites
  Which of your brand's products or services is this segment most interested in?
• Consumption behaviors
  When, how, where and why does this segment consume the brand's offering?
• Unmet needs
  What does the segment want that they can't find?
• Acquisition triggers
  What drives this segment to make a purchase?
• Customer expectations
  What are the explicit and implicit expectations of the targeted segment?
• Customer goals
  What is the job this segment is hiring you to do?
• Value proposition
  What a set of benefits does the brand deliver to the segment, including functional, emotional and self-expressive.

  In our work helping clients to position themselves online, Site typically performs the above exercise for each identified segments.

  To inquire about Site services, give us a call or send us an email and start by telling us about your marketing objectives.