Target Audience · Where they are · Component
The places
Where the segment can actually be found — established by asking, because professional audiences are rarely where the marketing team is.
The deliverable
What it is
Where an audience is gets assumed from where the marketing team is, which produces a channel plan aimed at marketers.
The question is answerable directly: ask ten customers where they read, who they listen to, and where they were when they last looked for something like this.
One level in
What it is made of
Each element is a constituent part of the component. Follow one to see the attributes it carries.
The concentration
How much of the segment is in each place.
3 attributes: Share of segment · Audience size · Relevance
LearnThe uncontested
Places where the segment gathers and no competitor is present.
3 attributes: Place · Competitors present · Cost to be present
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Ask ten customers where they were when they last looked for something like this. The answer is rarely where you are.
The other components in where they are
The attention state
What they are doing when they are there — because the same person searching, scrolling and sitting in a meeting is three different audiences.
LearnThe cost to reach
What reaching this segment costs, per place — because some segments are cheap and small and others are expensive and valuable.
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