# Target audience: what it is and how it works · Zorraquino
> A target audience is the group of people or organisations that a brand, product or marketing activity is aimed at.
URL: https://www.zorraquino.com/en/dictionary/digital-marketing/target.html

# Target audience

A target audience, often called the target in Spanish, is the group of people or organisations that a brand, product or marketing or advertising activity is aimed at

What it means, how it is used and where it comes up, with its related concepts.

[The whole glossary](https://www.zorraquino.com/en/dictionary)

## What it is and how it works

It is defined using demographic, geographic, socio-economic, psychographic or behavioural criteria, and how it is drawn shapes a campaign’s message, tone, channels and investment. In media planning, a primary target is often distinguished from secondary ones.

It is the outcome of an earlier process: market segmentation divides the market into groups with shared needs or traits, and the target is the segment or segments chosen. A buyer persona, in turn, is a semi-fictional representation of someone in that target that helps to humanise it. The target should be precise enough to guide decisions without being reduced to a demographic label.

Also known as

Target market, Target

Topics

[Marketing and sales](https://www.zorraquino.com/en/dictionary/category/marketing-y-ventas)

## Related concepts

- [Market segmentation](https://www.zorraquino.com/en/dictionary/advertising/segmentation.html)
- [Buyer persona](https://www.zorraquino.com/en/dictionary/digital-marketing/buyer-persona.html)
- [Audience profile](https://www.zorraquino.com/en/dictionary/digital-marketing/audience-profile.html)