When discussing marketing and communication strategies, it's important to distinguish between the general audience and the influenceable audience. Both concepts play crucial roles in how messages are crafted and delivered to achieve desired outcomes.
Audience
Audience refers to the broad group of people who are exposed to a particular message, content, or media. This group encompasses anyone who might come into contact with the message, regardless of their level of engagement or responsiveness.
Key Characteristics
Broad Scope: Includes all individuals who have the potential to see, hear, or read the message.
Diverse Composition: Contains individuals with varying levels of interest, engagement, and responsiveness.
General Exposure: Represents the total reach of a campaign or message.
Examples
Viewers of a television advertisement.
Readers of a blog post.
Followers of a social media account.
Influenceable Audience
Influenceable Audience refers to a specific subset of the general audience that is not only exposed to the message but also more likely to be influenced by it. These individuals are receptive and responsive to the message, making them key targets for driving desired actions or behaviors.
Key Characteristics
Targeted Focus: Includes individuals who are more likely to be persuaded or motivated by the message.
Higher Engagement: Characterized by a higher level of interest, responsiveness, and potential for action.
Effective Reach: Represents the portion of the audience that is most likely to convert or respond positively.
Examples
Consumers who frequently engage with health and wellness content when targeting a new fitness product.
Social media users who have previously shown interest in similar products or brands.
Email subscribers who regularly open and interact with promotional content.
Differences
Scope
Audience: Encompasses the entire range of individuals exposed to the message, regardless of their engagement level.
Influencable Audience: Focuses on the specific group within the audience that is more likely to be influenced and take action.
Engagement Level
Audience: Includes both engaged and unengaged individuals.
Influencable Audience: Primarily consists of engaged individuals who show a higher propensity for being influenced.
Marketing Strategy
Audience: Strategies aim to reach as many people as possible to maximize exposure.
Influencable Audience: Strategies are tailored to resonate with those most likely to respond, often using targeted and personalized approaches.
Conclusion
Understanding the difference between the general audience and the influenceable audience is crucial for effective marketing and communication strategies. While the audience provides the reach and potential exposure, the influenceable audience represents the core group that is more likely to be persuaded and take action, making them essential for achieving specific goals and maximizing the impact of campaigns.