How Well Do You Know Your Audience?

by Jason Falls |

I worked with a major consumer product goods company once that insisted that a particular product it offered was to be marketed to men. New to the fold and not afraid to ask the obvious question, I said, “Why not women?”

All the market research in the world told them women didn’t like their product. All my personal experience told me they never asked an important audience: women.

Live Earth 2007, Wembley Stadium
Image by GlowPlug via Flickr

It’s easy to assume we know our audiences. It’s easy to take the charts and graphs the big research companies give us and say, “Okay, we know who to target. We know what they want.”

So, you think you know your audience. Did you know that if you want to market to women today you have a better chance of reaching them via television by advertising on sporting events rather than soap operas?

You have three opportunities to guide your thinking in marketing and social media and none of them alone are 100 percent effective. You can assume. You can conduct market research. You can ask.

Which one are you doing? Which ones should you be? The comments, as always, are yours.

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About the Author

Jason Falls

Jason Falls is a leading thinker, speaker and strategist in the world of digital marketing and is co-author of two books, No Bullshit Social Media: The All-Business, No-Hype Guide To Social Media Marketing and The Rebel's Guide To Email Marketing. By day, he leads digital strategy for Elasticity, one of the world's most innovative digital marketing and public relations firms. Follow him on Twitter (@JasonFalls).