Target group

What is a target group?

In marketing, a target group defines a group of people whom one wants to reach with the marketing measures. The goal of these measures is to address the target group and turn them into customers. This is then called conversion.

One of the main characteristics of this group is that it is as homogeneous as possible, which is a prerequisite for addressing this group directly in order to minimize wastage.

Why do you need a target group?

Target groups are particularly important for companies that sell individual specific products or services, as they cannot and do not want to address every group with their products in their target group approach. It is therefore enormously important to analyze one's group of potential customers beforehand in order to then be able to address them directly.

What is meant by target group analysis?

The target group analysis describes the definition of the appropriate target group. The first thing to distinguish here is whether the target group is in the B2B or B2C area. Because these two areas differ significantly on the basis of numerous characteristics.

As a next step, you could get deeper insights by using the W-questions. This is a very good way to get further insights when it comes to finally defining the target groups.

These (classic) W-questions could be used as an example in relation to Search Engine Optimization read like this:

  • Who: Who is interested in search engine optimization? 
  • What: What do they expect from search engine optimization in particular?
  • Where: Where do they look for information about search engine optimization?
  • When: When does search engine optimization work?
  • Like: How do they search for search engine optimization?
  • Why: Why are they looking for search engine optimization?

Beyond that, there are a whole other number of W-questions you could use to ultimately define your target audience. 

These other W questions would be:

Why, Wherefore, Whom, Which, Whereof, Whom, Whose, Wherewith, Why, Whereby, etc.

What are the types of target groups?

The target group analysis also includes which relevant characteristics exist in target groups and what their characteristics are. This includes the aspects of the Purchasing behavior as well as socioeconomic Features or demographics Aspects and psychographic Features.

Purchasing behavior

When it comes to purchasing behavior, price sensitivity or how often a customer has used the product, as well as reach, play a role.

Socioeconomic characteristics

In terms of socioeconomic characteristics, salary, education and occupation play the leading roles.

Demographic aspects

Demographics include basic information such as age and gender.

Psychographic characteristics

Motivation, goals, lifestyle and opinions are taken into account here.

What distinction of target groups exist in the segments?

The most important distinction here is the difference between B2B and B2C.

While customers from the B2B (business customers) can be divided individually as follows:

industry, size, liquidity, market position - the individual breakdowns for B2C (private customers) are somewhat different. Here, age, background, income, living situation, etc. play a particularly important role. ... play a role.

What are the special features of target groups in the B2B sector?

A key characteristic of target groups in the B2B sector is that they have a more critical attitude, since they already know the product in principle and approach the business conversation in a correspondingly more specific way. For this reason, addressing B2B target groups is much more difficult and complex, which means that the measures are more demanding. As a rule, B2B customers make decisions after careful consideration. There are no impulse buys.

What you also have to take into account here is the price negotiation. This is because business customers generally have a much higher purchase volume.

What are the special features of target groups in B2C?

In contrast to B2B customers, the B2C area is much broader and more varied than the B2B area. The high number of possible end customers here offers the opportunity to specialize in a particular group.

Advertising measures in the B2C area often target impulse purchases and the needs of the target group. Therefore, the target group approach is very different from that in the B2B area.

As content and SEO Agency in Munich we understand target groups and their analysis.

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