Target Audience, Market, and Persona Vocabulary

A set of vocabulary flashcards covering key concepts from the lecture on market vs. audience, personas, psychographics/demographics, platform targeting, analytics tools, and content strategy.

Market

The broad geographic or demographic group your company serves; the overall space from which you draw potential customers.

Target market

The broad segment within the market that you aim to reach; defines who and where your audience is located.

Audience

The specific subset within your target market that a campaign intends to engage.

Target persona / Customer avatar

A fictional, representative individual from your audience used to guide strategy; includes demographics, psychographics, and behaviors.

Demographics

Observable characteristics such as where they live, age, income, education.

Psychographics

Attitudes, interests, values, and lifestyle factors that influence behavior.

Positioning

How you present your product’s benefits to the audience to differentiate from competitors.

Value proposition

The core benefit or solution your product offers, addressing the customer’s problem.

Marketing goals

Overarching objectives guiding a campaign, such as awareness, traffic, sales, or engagement.

Campaign objectives

Specific outcomes tied to marketing goals (e.g., increase awareness by X, drive Y sales) used to measure success.

Opportunity analysis

A quick, initial assessment of favorable opportunities within a platform, market, or audience to inform strategy.

Platform-specific targeting

Each platform offers different targeting options and restrictions, which can change over time.

Organic content

Unpaid posts and materials that reach audiences through the platform’s natural reach and features.

Paid advertising

Sponsored or paid placements used to reach a broader or targeted audience beyond organic reach.

Geographical targeting

Targeting audiences by location (city, region, radius) to improve relevance and reduce waste.

Social listening

Monitoring brand mentions, hashtags, and discussions across platforms to gauge sentiment and trends.

Google Analytics

Free tool that analyzes website traffic, user behavior, and conversions to inform marketing decisions.

Google Search Console

Free tool focused on SEO and search performance; shows which queries bring users to your site and where you rank.

Internet user types

A 2010-based typology of online behavior: Creators (publish content), Conversationalists (post updates), Critics (leave reviews/comments), Collectors (follow/save), Joiners (maintain profiles), Spectators (consume), Inactive (rarely online).

Content format optimization

Choosing content types and formats that resonate with the target audience on each platform (e.g., short-form video on TikTok) to maximize engagement.