Audience profile
An audience profile is a description of the characteristics, needs and behaviours of the public that a brand, media outlet or marketing activity is aimed at
What it means, how it is used and where it comes up, with its related concepts.
What it is and how it works
It may include demographic and geographic data, but it is more useful when it captures motivations, problems, media habits and purchase criteria. It is built from research, first-party customer data, analytics and market studies, and it guides decisions on message, channel, format and timing.
It should be distinguished from related concepts: the target is the segment chosen as the recipient; a buyer persona is a semi-fictional archetype representing that audience; and the ideal customer profile is used mainly in B2B to describe the type of company with the best fit. An audience profile is not fixed and should be reviewed when the data or the market change.
Also known as
Audience persona, Target audience profile
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