Audience targeting allows you to segment your audience into groups based on criteria such as behavioral characteristics, demographics, interests, and intent. This can provide useful insights that can result in targeted campaigns that appeal to your desired audience.

By harnessing the power of audience targeting, you can effectively deliver personalized and optimized experiences based on customer needs and interests.

This post will cover:

• What is audience targeting?
• How to define your target audience
• Benefits of audience targeting
• How does audience targeting in marketing work?
• Examples of audience targeting
• What is audience segmentation strategy?
• How do you build a target audience?
• How to use audience targeting tools to effectively target customers.
• What is audience targeting in social media marketing?
• Challenges of audience targeting
• Get started with Real-Time CDP

What is audience targeting?

Audience targeting is the process of taking your full audience of prospective customers and segmenting them into groups based on specific characteristics and behavior — including demographics, interests, and intent. It enables you to deliver personalized experiences to customers who are most likely to purchase — helping you boost conversions and facilitate business growth.

Audience targeting started out as a fundamental process for marketers, which allowed them to narrow down who they addressed and appeal to those more inclined to invest in their products or services. The process has advanced in recent years. Originally, it only looked at the basic primary and secondary targets with maybe one or two specific demographic segments. Today, however, it incorporates customer journey analytics and understands all the behavioral data of the buyers. It allows you to focus on more granular audience segments — as far as who you want to target and why.

How to define your target audience.

Understanding your target audience is one of the most important steps in building an effective marketing strategy. A target audience refers to the specific group of people most likely to be interested in your products or services — those you want to reach with your brand messaging, marketing campaigns, and offers. By identifying who they are and what they care about, you can create more personalized experiences that drive engagement and performance.

Demographic data.

Demographic data is fundamental in defining audience segments. Broken down, it typically includes information such as age, gender, location, income, education, marital status, and occupation.

These attributes provide a broad, but essential, understanding of who your audience is and what their circumstances might be.

Customer analytics.

Customer analytics give an insight into how people interact with your brand. It looks at behavioral data such as website visits, purchase history, product views, time spent on site, and responses to previous campaigns. These insights can be gathered using tools like Adobe Analytics, customer relationship management (CRM) systems, or Meta Business Suite.

First-party data — information collected directly from your customers — is especially valuable as it tends to be more accurate and accurate to your specific audience. This data forms the basis for building customer profiles and enables more precise targeting.

A great example of audience targeting is the marketing efforts of Sephora. The beauty retailer uses data collected through its Beauty Insider loyalty program to create detailed profiles of its shoppers. By analyzing information such as past purchases, product preferences, and online browsing behavior, the brand can segment its audience into highly specific groups and deliver personalized product recommendations, targeted emails, and in-store experiences. This level of customer segmentation allows Sephora to not only improve sales, but to build deeper loyalty with its customers.

Benefits of audience targeting.

Audience targeting is an essential strategy for marketers seeking to optimize their efforts. Offering valuable insights into who your products and services appeal to allows you to create tailored messaging and services. This can lead to better outcomes across multiple areas of marketing performance.

Here are some of the main benefits of audience targeting:

Increased relevance.

Understanding your audience allows you to craft tailored messaging and deliver offers that appeal directly to your market’s interests, needs, and behaviors. This personalization can make content more meaningful and more likely to capture audience attention. As a result, campaigns become more compelling and effective at driving conversions.

Improved ROI.

Another benefit of audience targeting is its ability to reduce waste. Instead of using your resources to market to everyone, you can focus solely on high-potential customers who are more likely to convert. This not only makes campaigns more cost-efficient and effective, but it also leads to a stronger return on investment as efforts are directed where they’re most likely to pay off.

Enhanced engagement.

Customers are far more likely to engage with content that aligns with their personal preferences, habits, and values. Personalized messaging can encourage higher amounts of clicks, shares, and better interaction across channels. This can boost campaign performance and help brands stand out from the competition. Over time, this type of engagement builds familiarity and trust as consumers believe the content is made specifically for them, leading to a deeper relationship between the brand and their customers.

How does audience targeting in marketing work?

Audience targeting involves analyzing who is engaging with your marketing content so you can deliver relevant content. Publishers and advertisers typically do this by using tools that build customer profiles to help them understand who their customers are and how they can best cater to them.

Once you have the data, you can then begin to actively target audiences with your campaigns. The audience targeting process is about activation — taking specific segments of the audience and acting on them. This can be done by delivering relevant ads, running an A/B test to provide them with a personalized homepage or landing page once they visit your site, or sending them a targeted email based on their interests or demographic characteristics.

Audience targeting has become essential for delivering marketing results. The competition for consumer attention is at an all-time high. Brands that can reach the right people with the right message, at the right time, and on the right channel are more likely to succeed.

Examples of audience targeting.

There are different ways to segment your audiences for better campaign results. To get the best results from your audience targeting strategy, it’s important to pick the right audience segments and tailor your marketing strategy to their unique needs and preferences.

Here are a few examples of audience targeting:

Demographic targeting.

One of the most common types of audience targeting, demographic targeting segments an audience based on characteristics such as age, gender, income, education, marital status, and occupation. Businesses use this to ensure their messaging is relevant to a customer’s stage of life or income.

Example: A luxury watch brand using demographic targeting to reach high-income males aged 35–55 who are more likely to purchase premium timepieces.

Psychographic targeting.

Psychographic targeting dives deeper into the psychological aspects of an audience — looking at features like lifestyle choices, values, personality traits, and attitudes. This form of targeting allows brands to connect with audiences on a more emotional, personal level.

Example: A wellness brand targeting health-conscious consumers who value sustainability and holistic living, promoting eco-friendly products with messaging that aligns with their values.

Behavioral targeting.

Behavioral targeting examines users’ actions, such as browsing history, past purchases, page views, or app interactions, and uses this information to market to them. This approach helps brands act on real-time intent or interest.

Example: An e-commerce company using behavioral targeting to retarget users who abandoned their shopping carts by showing them ads for the same products they left behind — encouraging them to complete their purchase.

Interest-based targeting.

Interest-based targeting aims to communicate with users based on their hobbies, passions, and preferences. This is particularly effective for creating personalized content and offers that feel relevant to customer lifestyles.

Example: A sports apparel brand targeting users who have shown interest in running or fitness gear, offering them new product launches or discounts on running shoes and accessories.

Contextual targeting.

Contextual targeting promotes ads based on the content being viewed, rather than user-specific data. This ensures that marketing appears in relevant environments, increasing their likelihood of being seen by interested viewers.

Example: A company selling cooking appliances might place ads on recipe blogs or food-related YouTube channels, knowing the audience is already engaged with culinary content.

What is audience segmentation strategy?

When businesses use multiple types of audience targeting methods effectively, they all come together to form a cohesive segmentation strategy. An audience segmentation strategy is the process of dividing a broader audience into smaller, distinct segments based on shared characteristics. This helps brands tailor messaging, offers, and content to specific groups.

Strong audience segmentation strategies allow marketers to move from broad outreach to precise, personalized communication, driving better results across every stage of the customer journey.

Segmentation is typically based on four core categories — demographics, psychographics, behavior, and geography. Segmenting your audience into these four categories can help organize your market in more productive, meaningful ways.

For example, an ecommerce brand might use behavioral data to separate repeat buyers from first-time visitors. From there, they could build two distinct email workflows — one designed to reward loyalty with exclusive offers and another aimed at educating and converting new visitors. This strategy could improve campaign performance by ensuring that each message is relevant and timely.

When all targeting methods are integrated into a cohesive strategy, brands can deliver smarter campaigns that not only reach the right people, but also inspire action and build stronger, longer-lasting customer connections.

How do you build a target audience?

Target audiences are made up of individual customers — and the more you know about your customers, the more specific you can be in creating target audiences. The best place to start is with customer profiles, and you can use a Data Management Platform (DMP), CRM system, or customer data platform (CDP) to manage them. To enhance those profiles, you can also bring in other information from your analytics solution, like customer journey data and purchase behaviors. Additionally, you can exchange or purchase data through a data marketplace to further build out customer profiles.

Each customer should have a unique identifier that allows you to track their interactions consistently across devices and data sources. This helps prevent the same person from being counted multiple times as different users. Common identifiers include visitor IDs tied to user accounts, device IDs, and advertising IDs, such as Apple’s IDFA or Android’s AdID. You can also use first-party cookies, which are still supported and useful for tracking. Unlike third-party cookies, which are being phased out across major browsers, first-party cookies require user opt-in to comply with privacy regulations and browser restrictions.

Once you have your data and customer profiles, the next step is activation — using those insights to deliver experiences across your website, mobile app, email, or text channels. By analyzing the characteristics shared by customers who purchase your products or services, you can design campaigns that strengthen loyalty and encourage repeat business.

How to use audience targeting tools to effectively target customers.

There are various tools available to help you target your customers effectively. From data management platforms to customer data platforms, you can collect, collate, and analyze customer data to identify audiences with the most buying potential.

To make the most out of audience targeting tools, follow these steps:

Step 1: Segment your audience.

• Start with a group of customers.

• Use tools like a DMP or a CRM system to divide them into audience segments.

• Once you’re ready to launch a campaign, use:

  • A personalization engine like Adobe Target
  • A CMS like Experience Manager Sites
  • An ad server

• Apply the audience segments to serve relevant ads or content to your targeted users.

Step 2: Analyze campaign performance.

• Use web analytic tools like Adobe Customer Journey Analytics to track performance.

• Measure how ads or content perform for each audience segment.

• Compare results against your KPIs and business goals, such as:

  • Conversion rate
  • Time spent on page
  • Number of page views

• If performance is underwhelming, refine your content, audience targeting, or both — and try again.

Step 3: Optimize based on insights.

If your target audience is broad — for example, females aged 18–49 — and conversion is low:

• Identify specific users who converted
• Look for shared characteristics or behaviors
• Use this insight to retarget a more refined audience in your next campaign

Step 4: Re-engage non-converters.

• Create a segment of users who didn’t convert.

• Analyze their behavior, looking at:

  • Products or pages they explored

• Use that data to inform your next strategy:

  • Present them with a different product they showed interest in.
  • Try alternate messaging or formats better suited to their behavior.

What is audience targeting in social media marketing?

When it comes to social media, audience targeting can be used to optimize marketing by ensuring your content is seen by the right people, at the right time, and on the right channel. Audience targeting in social media marketing involves delivering tailored content to specific groups of users based on shared characteristics such as demographics, interests, behaviors, or geographic location. Social platforms like Instagram, Facebook, TikTok, and LinkedIn offer advanced targeting tools that allow brands to define and reach more specific audience segments. This ensures that content is seen by the users who are most likely to engage, convert, or take the desired action.

For example, a haircare brand launching a new dandruff treatment might use Instagram’s targeting capabilities to reach men and women aged 20–40 who have interacted with haircare content or follow beauty influencers. This ensures that the campaign reaches an audience likely to be interested in scalp and hair health — increasing relevance and driving more meaningful engagement. These types of targeting show how social media marketing can be a powerful tool for building awareness, driving traffic, and encouraging brand loyalty.

Challenges of audience targeting.

Though useful and in most cases, essential for effective marketing, audience targeting does have its challenges. For example:

1. Targeting an audience that’s too broad.

A common challenge is targeting an audience that’s too broad. If your reach is too wide — for example, people aged 18–49 — you may not be able to effectively target and cater to this audience. You may hit the goal of reaching a lot of people, but they may not convert as much as a more segmented audience.

Solution: To correct this, you can narrow your focus by creating more granular audience segments. Instead of targeting a large age range, focus on a specific demographic, such as women aged 18–49 with an interest in beauty or skincare. This ensures that you're reaching people more likely to convert. Consider using Adobe Real-Time CDP in conjunction with Adobe Customer Journey Analytics to gather more precise data about your audience and build unified customer profiles that help you segment and target effectively.

2. Overserving ads to the same audience.

Another challenge is over-serving ads to the same group of people. If you keep showing ads to customers who have already expressed interest in your product or service, it can lead to over-targeting and ad fatigue. This repeated exposure can frustrate customers and result in wasted ad spend, making it a less effective use of your marketing budget. Finding the right frequency of ads is important.

Solution: Find the right ad frequency and ensure you're showing ads to the right people at the right time. Adjust your strategy to ensure customers don't feel overwhelmed by your ads. Using tools like Adobe Advertising can help you manage ad frequency and optimize campaigns to deliver the best results without oversaturating your audience.

3. Not personalizing post-purchase campaigns.

While many brands have gotten better at personalizing content and ads, some still struggle to apply those ideas after the sale. Personalization shouldn't stop once the transaction is completed. Brands should use customer data from all touchpoints — whether it’s before, during, or after the purchase.

Solution: By analyzing data from every stage of the customer journey, brands can continue to deliver relevant, tailored experiences that encourage customer loyalty, retention, and repeat purchases. Using Customer Journey Analytics with Real-Time CDP can help you track customer behavior at all stages and personalize experiences in real-time — ensuring engagement continues even after the sale.

4. Using the wrong tools for audience insights.

Many companies struggle to understand and target their audience because they don't have the right tools. Without proper data collection, segmentation, or analytics, companies can miss out on valuable opportunities to personalize their campaigns. If your tools don't optimize customer data or offer the ability to make insights actionable, it can be hard to get your products and services seen by the right people.

Solution: Invest in a solution that enables you to collect, analyze, and activate data across multiple touchpoints. Using platforms like Adobe Analytics and Real-Time CDP will allow you to track customer behavior across channels, segment audiences more effectively, and deliver personalized experiences. These tools can help you build accurate customer profiles and understand where they are in the purchase journey.

5. Relying on outdated data.

Finally, customer data needs to be updated in real time to keep you aware of where your customers are in the sales cycle. It also helps to ensure they’re categorized into the right segments at any point in time. Customers fall into different categories at different times, so it’s essential to stay on top of where your customers stand — considering any changes that may have occurred in their lives that could impact your targeting strategy.

Solution: Use a platform that supports real-time data updates and allows you to quickly segment and retarget audiences based on the most current behavior, like Adobe Experience Platform. This suite of interoperable tools enables marketers to deliver personalized experiences by providing real-time data and insights that keep customer profiles fresh and relevant.

Get started with Real-Time CDP.

Effective audience targeting is essential for driving meaningful engagement, improving ROI, and personalizing the customer journey. All audiences want to feel as though products and services are made precisely for them, and audience targeting can help foster such personal experience.

To successfully target audiences, brands must collect reliable data, make use of advanced tools to segment and analyze this information, and apply personalization across all stages of the customer lifecycle.

Adobe offers powerful solutions to help you optimize your audience targeting strategy and drive better results. With Adobe Real-Time CDP, you can access and leverage customer data from various touchpoints to build accurate, actionable profiles in real time. This helps you create more granular audience segments, deliver tailored content, and improve overall campaign performance.

Explore Adobe for Business solutions to elevate your marketing strategy:

• Adobe Target: Personalize your website content and campaigns based on detailed customer profiles, ensuring the right message reaches the right audience — when it matters most.
• Adobe Experience Manager Sites: Manage and deliver personalized experiences across all channels to enhance customer engagement and improve conversions.
• Adobe Customer Journey Analytics: Leverage data insights to track customer behavior, measure campaign success, and optimize strategies in real time.

https://business.adobe.com/fragments/resources/cards/thank-you-collections/rtcdp