Audience marketing: definition and the importance of understanding it

What is a hearing?

An audience refers to a group of people targeted by a brand, marketing campaign, or business strategy. It is defined according to specific criteria, such as age, purchasing behavior, interests, or location, in order to tailor messages and offers in a relevant way.

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In the context of digital marketing and e-commerce, knowing your audience well is essential for personalizing content and maximizing engagement. Product data, enriched via a PIM Product Information Management), enables you to create tailored experiences by aligning product information with the specific expectations of each segment. For example, a young, connected audience can be targeted with dynamic visuals and short descriptions on social media, while a professional audience will prefer detailed technical data sheets.

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By leveraging these insights, brands optimize their omnichannel strategies, improve their conversion rates, and strengthen customer loyalty.