Every business has at least one target audience — a key group of people who want or need the products it sells. These audiences are defined by standard factors, such as demographics and interests. Within those groups, though, are characteristics of shoppers that aren’t necessarily trackable by analytics software.

In order to gain a real foothold online, you have to look beyond what Google tells you. For example, if wearable fitness trackers were marketed solely to 40-something men who were highly active, we wouldn’t have seen more than 23 million units shipped in the third quarter of 2016. Instead, savvy brands target both the young and old, the lazy and the fit, even those recovering from ailments.

Some brands have brought schools and workplaces into the buying population. In short, multiple target audiences, each one marketed to by the right means, is why fitness bands and smart watches are sold in so many types of stores and to so many different kinds of consumers.

No matter what you sell, there are likely specific groups of people you’re ignoring. Here are five prime ones to consider focusing on in the coming months.

5 Groups of Shoppers You’re Likely Ignoring

More than half of those who will be attending college this year. The back to college shopping season is just kicking off, and the majority of online stores are targeting college-bound teens who will be living in a dorm room. However, nearly 55 percent of those returning to college don’t fit that demographic. They will be living in a home or an apartment. Twenty percent are over age 30, which means they are more apt to be intrigued by products that help them organize and add value to their lives.

How to entice the older, college-bound demographic? Put more focus on simplicity and quality, rather than just overall price. Plus, offer unique solutions to problems they might not have already identified.

A floating desk could be an ideal product for a 30-something mom returning to college. Conveying the problem the product solves is key. <em&gtSource: Wayfair.</em>
A floating desk could be an ideal product for a 30-something mom returning to college. Conveying the problem the product solves is key.

Source: Wayfair.

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