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What Is Target Audience?
Strategy & Planning
Updated 18 September 2026
Quick Answer
A target audience is the broad group of people a business's marketing is aimed at — defined by shared characteristics like demographics or interests — as opposed to a single, specific Ideal Customer Profile.
Target Audience vs. Ideal Customer — What's the Difference?
| Target Audience | Ideal Customer | |
|---|---|---|
| Scope | Broad group ('small business owners') | One specific, detailed profile |
| Use | Guides overall marketing direction | Guides specific messaging and copy |
Why It Matters
- Without a defined target audience, marketing messages end up generic enough to try to appeal to everyone — and connect with no one.
- It's the starting point for every other targeting decision: ad platforms, content topics, and channel choice all follow from it.
How It Works
- Identify shared characteristics of your best customers — demographics, needs, behaviors.
- Use these to guide broad decisions: which channels to use, what topics to cover.
- Narrow further into an Ideal Customer Profile for specific messaging and copywriting.
Key Takeaways
- A target audience is a broad group, not a single detailed profile.
- It guides overall marketing direction before narrowing into specific messaging.
- Defining it from real current customers beats guessing who you'd like to attract.
Frequently Asked Questions
What's the difference between a target audience and an Ideal Customer Profile?
A target audience is a broad group; an Ideal Customer Profile is specific enough that you could picture one real person.
How do I define my target audience?
Look at your best current customers and identify what they actually have in common — don't just guess who you'd like to attract.
Can a target audience be too broad?
Yes — 'everyone who needs [service]' isn't a usable target audience; it needs enough definition to actually guide decisions.