Watch & Learn: The Key To Understanding Your Audience

Posted on: August 21, 2013 by Nettel Media

Category: General

Watch & Learn: The Key To Understanding Your Audience

Whether you are waiting in line at the supermarket, on the subway, or sitting at home, chances are you and others around you, are engaging with a company’s content on some level. In fact, Google reports that 84% of smartphone owners use their devices to help shop while in a physical store. Furthermore, many people “second screen” while watching TV, which means that they are texting, tweeting, or browsing the Internet at the same time. Consumers are no longer just physical. They’re digital.


How do you ensure the content that your audience is looking at is yours?


Before we can answer this question for you, you need to ask yourself some questions. Why is your company going digital? What are your goals? Do you want to engage your followers or let them know about special offers? Focusing on identifying your digital target market (if you haven’t yet) will help you decide what type of content you should be producing. 


To understand your consumer’s activities, you’ll need to do some investigating. Which websites are they frequently visiting? Are there reviews of your company or products online? What do they say? Ensure you pay attention to all reviews, especially the negative ones.


Once you feel confident that you have done your market research, you need to develop your content. Using strategies such as blogs, videos, and social media, keeping in mind the outlets where your consumers are spending their time.


If your target market is a younger crowd, make your presence known on social media websites. If you are reaching out to families, ensure that your content presents itself nicely on tablets.


In today’s digital age, companies are now able to directly engage with their audience in a variety of means. Knowing the level of engagement of your audience is important as it will dictate what you can expect to derive from their involvement with your brand.

The digital space enables you to target your audience on an individual level. Generic, mass marketing is a thing of the past, and your increasingly digital consumers will be turned off from your business if they feel that they are grouped together, or are receiving the same message as hundreds or thousands of others.


It is important to establish your voice, character and tone, and be able to tell your story in a compelling way. One of the best ways to do this for most audiences is through video, given it’s a highly visual medium.

Match your goals with your audience’s needs and you will be able to put a solid strategy in place where you can differentiate yourself from your competition. Finally, if you’re not sure, ask questions! Polling your audience or asking questions provides a great opportunity for your audience to share their opinions, and for your company to gain valuable insights, a win-win situation, if you listen.


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