Targetting the untargetted

September 18, 2010 at 11:28 pm (Uncategorized) (, , , , , , )

You, not knowing who is watching might also mean you not knowing who’s writing and talking. Yes, we know that having a target audience is vital. If you don’t have one, then what’s the sense of you doing all those things? Even in simple things such as dressing up and studying. You have someone in mind who will notice you or someone you want to dedicate those to. Sometimes we tend to be focused on some things that we forget to look around us. You get surprised when the people you least expect to greet you suddenly approach you and tell you that you did a great job. You go on a panic and ask “What? Where?” See, you’ll get attention even if it is unintended, even if you didn’t ask for it. We’re talking about actual or physical presence where control is of utmost possibility there. What more on the Internet where you don’t literally see how many eyes are on you?

While you are not sure that ALL your target audience gets the message, you are not also assured that ONLY your target audience will be receiving it.

There are other people and organizations out there looking at you intently. They may not necessarily be hiding; you might not be seeing them because you are blocked by the sight of your target audience. Probably you are thinking, “this is where I could find my target audience, my message will be phrased in which they could be coming into me” but what if there is a guinea pig amongst those hamsters? Surely there will be someone noticing you that are out of your perception’s reach.

“You don’t know who is watching” doesn’t mean that you don’t know each and everyone of the net lurkers; it means that you can’t control the path of your message and that message is leaked to those who should not be getting it. Always be careful of what you say. Never be too confident on your target audience for they are not solid to your categories. As much as you get lost in the maze of a web, people do get lost on which categories they belong to, intentionally or not. Better be ready for the questions and feedbacks of the ears of which you don’t know exist.

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5 Comments

  1. marievalbuena said,

    We don’t get to screen who gets to view what we post online as much anymore. The “audience” has now grown millions more of extra ears and eyes through the net. They are also inclined to search out and create messages these days instead of just receiving them. One practical example I can think of was how a girl who posted her birthday invitations on Facebook got mobbed with emails from other people she did not intend to invite. This is because the audience that was able to receive and seek out her message consisted of the net and pretty much the whole known Facebook world.

    Needless to say, this is not a case where the more the merrier holds true. I think that this is the boon and bane for us with how fast things get around on the net. Boon because we also benefit from this speed in our academics and our own interactions and bane because of the sheer fluidity and ease private information can be made accessible to networks unknown to us. 🙂

  2. Angel said,

    It is unfortunate that some people aim to control their target audience online. Traditional media is not the same as NSM, we all know that. We have very minimal, if none at all, control over the online habits of our audience. What we have control over though is our message, and where we put our message. Pulling in your audience to listen starts with knowing what they do and when they do it. 🙂

  3. Patsy said,

    Contrary to what others said, I still think it’s important to know your target audience. After all they are the ones who are most likely to buy your product or engage with what you’re advertising. Sure non-target audience will get to see your message, yet, we bank on the fact that they are less likely to buy than the target audience. You’ll probably think about the Colt 45 commercial where we girls (not their target audience) felt that it was discriminating. I asked about this issue at the ad agency where I had my OJT (they did it). And they said that it was the company’s final decision to air it. And yes, it was the idea of the ad agency. They reported an increase in sales even though the ad was put off air because some found it offensive. But before it was put off air, it already made an impact to their target audience. They also said that they do not care exactly if there will be females who’ll protest since they don’t buy Colt 45 anyway. If there are, just a few. It’s not a big chunk out of their sales percentage. At the end of the day, we see that objective is the most important. Just like what Sir Barry commented on our viral videos, it doesn’t matter how many people has seen your video, what matters is if they are into it for them to be engaged.

  4. minustheinkstains said,

    I am living proof that your target audience is not the only one that can get your information. I read statuses, tweets and blog posts not really connected with me, but just because I find them interesting. Haha!

    I do agree with Patsy that it still important to remember our target audience, but that doesn’t mean that we have to forget the others either. I guess we’ll just have to be doubly wary if our messages can have an effect on them or not, whether others will be offended or not, and so on.

  5. Franze said,

    I think it’s a delicate balancing act of catering to your target audience but at the same time, not alienating the other demographic. Who knows, they might like your message/product/ad/whatever. It’s not because the show is a ‘magical girl’ ala Sailor Moon means that it’s forever restricted to little girls who like their heroines cute and sparkling. There might be teenagers or even adults watching them (and that’s the case of one magical girl show I forgot the name of, darn). TVTropes labeled it as ‘multiple demographic appeal’. Perhaps the attraction of the other demographic is accidental, but once you’ve discovered this, you can’t alienate them now. That’s where the balancing act begins: staying true to your target audience while catering to the newfound one. At its worst, the product loses direction and tries to grab to everyone at once, often with poor results. At its best, it becomes legendary in its ability to transcend whatever social categories there are.

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