Target Audiences Can Change – By Digitalis

“The first step to sell online is to know your target audience. But identifying that audience is not always clear. While you should have an idea of who would want your products, it’s not uncommon to find that your understanding of groups of people, along with their shopping habits and expectations, is off. Sometimes way off. And that’s okay”, says Mansoor Shah, Digitalis MD for the Middle East, to further comment:

“The idea that we must know exactly who to target so we can perfectly pitch our products and services isn’t always so logical”.

We have showcased play dough (the product before it was branded). Invented in the 1930s, it was initially designed and marketed as a wallpaper cleaner. Only much later did the company realize the putty-like dough was being used for arts and crafts projects. In 1956, the brand Play-Doh was launched. Sales skyrocketed. It’s a good example of missing a target audience because it has yet to teach us what it wants.

Include Everyone

Writing for both the intended and unexpected customer is fundamental to real growth. The key to writing for everyone is to be descriptive enough that you answer the broadest range of questions, using simple words and graphics that don’t make people — even experts — feel like idiots.

When forming product descriptions for everyone, be sure to:

  1. Explain both generically and specifically how the product solves pain points.Speak to those who are familiar with the product and those who are learning about it.
  2. Explain both generically and specifically how the product solves pain points.Speak to those who are familiar with the product and those who are learning about it.
  3. Include technical specifications.These should be in list format and address common concerns and questions about how the product works, where it can be used, and requirements for use. For example, the specs for a laser printer should list the dimensions, energy consumption, Wi-Fi and Bluetooth compatibility, and how fast it prints.
  4. Present images and video.Be sure to convey the context of use, popular uses, and installation techniques. Endorsement videos can also help reach broader audiences.
  5. Discuss alternate uses.If the product has multiple uses, list them. Duck Brand duct tape, for example, is marketed for home repair, arts and crafts, and weatherization, to name a few.
  6. Encourage feedback and questions.The best way to know how to present a product is to answer real questions. Whether a contact link, a form, or a discussion block, allowing shoppers to ask and share is a great way to cover many bases.
  7. Expanding the Target. Many products have more than one target audience. Recognizing this is crucial. Listening to current and potential customers can help identify broader groups who may love what you have to offer.Enthusiastic Customers
    Take time to see how customers use the products. Then, invite those customers to share their views! User-generated content is the best tool to convert more visitors into customers.

    Mr Shah summarises it: “Showcasing the work and photos of others creates a sense of community and instills trust and value. This helps you sell more across the board. Customers will order recurrent products more regularly and recommend single-purchase, tangible items to friends and family”.


    Nowadays it’s difficult to find companies running the same product/s for longer than a few years, depending on their sector. Globalization and the search of continuous innovation in customers make traditional businesses and products (or services) to stuffer. Only those able to adapt their products, service and brand to the market trends remain relevant.

    From fashion, with one the shortest audience loyalty and in continuous change, to energy, every industry and company within have adapted to an evolving public. Those that didn’t, have either gone or struggle massively.

    To sum it up, Mr Shah states: “Knowing your audience today is key to succeed, but only as much as keeping in touch with your audience and improving your product continuously, aligning it to the changes in the market. Being at the forefront of innovation or being able to branch out to cover customers evolving is critical to long term sustainability”.

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