Marketing Audience Definition: What You Need To Know - Heidi Cohen (2023)

Posted on September 11, 2020 by Heidi Cohen in Audience, Customer | Comments Off on Marketing Audience Definition: What You Need To Know

Do you know who your true marketing audience is?

Stop and consider:
Why am I asking what appears to be a relatively basic marketing question?

Most marketers get it wrong!

They ONLY focus on customers and others who have an impact on purchase.

You overlook 2 other key elements of your brand’s total audience.

  • People who make money from your business (like employees) and
  • People interested in your business without purchase or income intentions (like community).

So don’t rush to check off target customer definition and marketing persona activities from your “To Do List”! Or, you’ll miss the larger, long term picture.

Instead, put yourself in your audience’s shoes and ask:

  • What type of information and products do they want and/or need?
  • When and in what context do they want the content?
  • What will get them to act?

Based on customer context, location, timing and device used:
Ask yourself: “How can I best serve my total audience?”

To build and retain all of your audience, they need to know they:

  • Can TRUST you to support them and
  • Know you serve the community’s higher PURPOSES.

To accomplish this, you must know:

  • Who your audience is,
  • What your audience needs and wants from your business, and
  • How they want you to support their higher level aspirations.

By defining your audience in these broader terms, you maintain consistent messaging, build trust and grow business value.

  • Know Your Audience: How To Improve Marketing Results
  • Audience Marketing Theory: What Will Make You Get Better Results
  • Audience BIO Approach: How To Get The Best Marketing Results
  • 3 Reasons the BIO Approach Will Make You Better Target Audiences
  • Marketing Audience Definition Case Study
  • Marketing Audience Definition Conclusion

Know Your Audience: How To Improve Marketing Results

As a marketer, you MUST understand your audience!

This isn’t negotiable.

You must know your audience first-hand and this means talking to them.

Marketing Audience Definition: What You Need To Know - Heidi Cohen (2)In a previous career, Tom Webstercalled this “The Bon Jovi Problem.”

When people said, “I don’t understand how Bon Jovi could sell 50 million records,” he replied “The problem is that you don’t understand 50 million people!”

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At its core, this reflects Kevin Kelly’s 1,000 True Fans. A true fan is someone who will buy anything you produce and they meet 2 key criteria:

  • Create sufficient value from each fan. Kelly assumes $100 in profit.
  • Must have a direct relationship with you and must pay you directly.

As a result, they create the Long Tail Effect for obscure, low-sales products.

What’s your biggest challenge?

Marketing Audience Definition: What You Need To Know - Heidi Cohen (3)“Audiences are all around you. They are direct, responsive, and extremely cost-effective. They’re also new, constantly evolving, and quick to anger if you cross them.

You company needs audiences to survive. If you aren’t building, engaging, and activating proprietary audiences of your own, you’re falling behind,” according to Jeffrey Rohrs, author of Audience.

Rohrs includes non-buyers in his definition of audience!

Actionable Marketing Tips:

  • Use every prospect, customer and end-user interaction to gain more information. Understand buyers from their perspective, not yours! EVEN if you are a customer for your offering. Otherwise, you risk being blind to what sets you apart from competitors and near substitutes.
  • Develop your target audience based on real customer feedback and data Create target customer definitions by digging into feedback and data from your audience’s point of view.

Audience Marketing Theory: What Will Make You Get Better Results

Meeting your audience’s needs is at the heart of marketing. At the broadest level, this drives your business. As a result, integrate marketing across your business.

Since your audience is key to your business, you must take the time to understand them and what they need from you. So your offer is unique. Without going through this process your business has no reason to exist.

At the foundation of marketing is to define your target audience correctly. In the process, it stress tests your business’s mission. Also it ensures the true needs of your entire audience align with your purpose.

People are the invisible ‘P’ in the 4 Ps of Marketing.

Because they’re assumed to be at the center of your marketing and your business more broadly.

Beyond your marketing persona, Integrate your target audience’s point of view into every element of your business to maximize profitability.

Here’s what marketing theory says about your customers and your audience more broadly.

Theodore Levitt Defines Audience Based On Marketing Myopia Theory

Marketing Audience Definition: What You Need To Know - Heidi Cohen (4)In 1960, Theodore Levitt published Marketing Myopia in the Harvard Business Review. In it, he states businesses fail because they defined their business category wrongly.

For example, railroad companies missed the opportunity in terms of air travel because they didn’t consider themselves to be in the travel business.

Over time, businesses define themselves based on their offering, not their customers’ needs.

So they miss opportunities to grow and expand. Since they don’t see new products and services as competitors and substitutes. In the process, they neglect to meet existing customers’ evolving needs.

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In Levitt’s words:

“ […T]the entire corporation must be viewed as a customer-creating and customer-satisfying organism. Management must think of itself not as producing products but as providing customer-creating value satisfactions.”

Marketing Audience Definition: What You Need To Know - Heidi Cohen (5)

Peter Drucker Defines Customers At Heart Of Business

According to Peter Drucker:

“There is only one valid definition of business purpose: to create a customer!”

Further, Drucker states:

“Marketing is not only much broader than selling; it is not a specialized activity at all.

It encompasses the entire business as seen from the point of view of its customers.

“Concern and responsibility for marketing must therefore permeate all areas of the enterprise.”

If you limit marketing to a lead generation and sales support function, you limit business growth and increase costs.

Without taking a business wide approach to your customers, you limit your ability to maximize customer lifetime value (aka: CLTV).

Clayton Christensen Defines Audience With Job-To-Be-Done [JTBD] Approach

According to Clayton Christensen,

Your customers are not buying your product, they are hiring it to get a job done.”

This is similar to what Levitt said:
Peopledon’t want tobuya quarter-inchdrill. They want a quarter-inchhole!”

To fulfill their purchase objectives, you must meet their jobs-to-be-done (or JTBD for short.) This is independent of any product or service.

To start, understand the job-to-be-done. Also include associated experiences your customer needs and/or wants. So they will buy from you. This consists of 3 types of jobs:

  • Functional jobs focus on your audience’s main objective.
  • Emotional jobs relate to how your audience wants to feel about themselves and how they’re perceived by others.
  • Consumption jobs consist of how well a specific solution does the functional job.

Include all of the criteria that your audience uses to judge your offering (content, product and services). Focus on finding unmet customer needs and/or wants. Then:

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  • Segment them based on importance and unmet needs and
  • Integrate time and likelihood metrics, aligned with jobs-to-be-done.

Christensen says: 'The competitive field is likely completely different from what you might have imagined.'Click To Tweet

So, use the solutions people jobs-to-be-done as the basis to identify the weaknesses of your competitors and close substitutes weaknesses.In every market there are multiple competitors and substitute offerings.

Audience BIO Approach: How To Get The Best Marketing Results

Why do you need to expand your audience beyond just customers?

By only focusing on customers, your business misses key ROI opportunities to:

  • Extend reach of owned media without cost.
  • Build trust and brand based on existing relationships. This requires you to be socially diverse across your organization and communities. Others with a vested interest in your organization can have major influence on your business. Since they may amplify problems or create opportunities.
  • Increase information input at low cost.

The key element of building your audience is the strength of your relationship with each member. The stronger the relationship, the increased value and marketing power.Click To Tweet

While organized by similar traits and/or activities, these individuals may have different points of view from your business.

Also they may NOT be as internally consistent as you assume. And this creates the potential for negative issues to get amplified quickly via social media and word of mouth.

Audience BIO Approach Defined

The Audience BIO Approach states your marketing audience consists of 3 groups:

  • Buyer relationships: Customers of your content, products and/or services. Also includes people who influence purchase and/or use of the product, pay for it but don’t use it, and end-users who need or make offering work. Also includes past customers. Key factor: They influence purchase decisions and repurchase.
  • Income relationships: Employees and others who have a financial relationship with you. Includes management, employees, alumni, Board of Directors, investors, suppliers, distributors, and/or agencies and other independent agents. When you don’t include these people, you increase costs. (Also, some segments are more trustworthy than your CEO according to Edelman Trust Barometer 2020.)
    Key factor: They influence your brand’s trustworthiness and purpose.
  • Other interest-based relationships: These people have a vested interest in your business for other reasons. But their interests may not be aligned with the success of your organization. They include journalists, government, local community and competitors and category peers.
    Key factor:
    They care about how you treat your employees and your organization’s higher purpose. So continue to monitor across platforms.

Actionable Marketing Tips:

  • Take the time to assess characteristics of each sub-segment. Address each target audience to understand their content and information needs. Also discover the best context and ways to reach them. Why? To create consistent content and address sub-segments in a more personalized way.

  • How To Build Audience Trust

3 Reasons the BIO Approach Will Make You Better Target Audiences

Unlike traditional target audience definition approaches, the BIO Approach to marketing audience definition creates measurable business results.

  1. Solidify relationships across each segment of your marketing audience. As a result, you expand your owned audience and develop an owned team of influencers. Unlike paid influencer marketing programs, they increase your marketing reach through highly trusted word of mouth.
  2. Build true community, not just social media numbers. As a result, you’re able to break though content clutter to attract and hold attention. This reduces the need for paid promotion. Also enables you to create user-generated content of higher quality and larger numbers of people.
  3. Increase business value over time. Due improved relationships and purpose you keep customers and employees longer. In addition to retaining company memory and bench-strength, you reduce customer and employee acquisition costs. So you improve your ROI.

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Marketing Audience Definition Case Study

Based on my experience marketing at Bertelsmann, I know this approach works.For example, in our Science Fiction Book Club, I generated $50 of incremental profit for non-book products. Because I knew what these customers truly wanted.

AND you can achieve do this too!

Target Audience Case Study: Vlogger Amy Landino’s Good Morning, Good Life Planner

(Video) Building Your Content Marketing Strategy By Heidi Cohen, President, Riverside Marketing Strategies

Marketing Audience Definition: What You Need To Know - Heidi Cohen (10)Amy sold out her Good Morning, Good Life Planner priced at $54.99 in 35 HOURS.


  • Print journals are road-tested related products for “How To” books. Also they work as stand-alone products for people who didn’t purchase the initial book to expand your offering and marketing.
  • Within her existing broader audience, Amy had built a “paid” audience for the accompanying book “Good Morning, Good Life”. In addition to helping edit and improve the book, they market the book and related journal.
  • Amy self publishes to maximize profits and to own her content!

Actionable Marketing Tips:

  • Assess your audience’s needs to fine products you can offer to increase revenues. Use an engaging quiz on your site or social media to measure level of audience interest.
  • Create related content to build anticipation and increase use. Check out Amy’s how to use your planner video. In my opinion, many businesses don’t re-image existing content to better onboard new buyers.By doing so, you increase customer retention and extend your content distribution.

Marketing Audience Definition Conclusion

For marketing purposes, your audience is broadly defined as anyone your business and/or brand engages with, either directly or indirectly.

Where most marketers go wrong:
They only focus on customers, often at the risk of saying something that offends another key segment.

So use the BIO Approach to define your target audience. These people have a

  • Buyer-related association. So they buy, influence, and/or use your offering,
  • Income-based relationship. They make money from your business as employees, suppliers, distributors, and/or investors.
  • Other form of association or relationship. Includes local community, media, government, competitors and others.

Of critical importance:
While they have an association with you, their interests may not be aligned with yours.

The key to audience definition success is to narrow your focus so you identify and understand your market niche so you can dominate it.

Happy Marketing,
Heidi Cohen

Marketing Audience Definition: What You Need To Know - Heidi Cohen (12)Heidi Cohen is the President of Riverside Marketing Strategies.
You can find Heidi on Facebook,TwitterandLinkedIn.

Get Heidi Cohen’s Actionable Marketing Guide by email:


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Marketing Audience Definition: What You Need To Know - Heidi Cohen (13)Creator Economy Expo
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If you run a content-first business this is the event to attend. Last year's inaugural event in Phoenix was a huge success. Join me this year in Cleveland.

Register Today and Use the code AMG100 to get $100 off any pass.

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What is the definition of audience in marketing? ›

For marketing purposes, your audience is broadly defined as anyone your business and/or brand engages with, either directly or indirectly. Where most marketers go wrong: They only focus on customers, often at the risk of saying something that offends another key segment.

What is the authors definition of marketing? ›

In 2012, Dr Philip Kotler defined marketing as “The science and art of exploring, creating, and delivering value to satisfy the needs of a target market at a profit. Marketing identifies unfulfilled needs and desires.

What is the best definition of marketing? ›

What Is Marketing? Marketing refers to activities a company undertakes to promote the buying or selling of a product or service. Marketing includes advertising, selling, and delivering products to consumers or other businesses. Some marketing is done by affiliates on behalf of a company.

What are the four definition of marketing? ›

Marketing includes research, targeting, communications (advertising and direct mail) and often public relations.

What is the best definition of audience? ›

: a group of listeners or spectators. The concert attracted a large audience. : a reading, viewing, or listening public. The film is intended for a young audience.

What is a simple definition of audience? ›

1. : a group of people who gather together to listen to something (such as a concert) or watch something (such as a movie or play) : the people who attend a performance. The concert attracted a large audience. The audience clapped and cheered.

What is Peter Drucker definition of marketing? ›

“The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself… The aim of marketing is to make selling superfluous.” – Peter Drucker.

What is the definition of marketing according to Theodore Levitt? ›

But the defining moment for marketing as a defined concept is often dated to 1960 when The Harvard Business Review published the article Marketing Myopia by Theodore Levitt. In the article, Levitt states that for companies to ensure continued growth, they must define the industry they are in broadly.

What is the new definition of marketing? ›

The new definition also provides guidance to those involved in marketing. By defining marketing to provide value for customers, clients, marketers, and society at large, the new definition implies that the role and responsibility of marketing is to provide value broadly.

What is marketing give at least 2 definitions? ›

Marketing is defined as both "the process or technique of promoting, selling, and distributing a product or service," and "an aggregate of functions involved in moving goods from producer to consumer."

What is marketing definition and example? ›

It is, in short, an action taken to bring attention to a business' offerings; they can be physical goods for sale or services offered. Common examples of marketing at work include television commercials, billboards on the side of the road, and magazine advertisements.

What was the first definition of marketing? ›

The preamble of the AMA's constitution and bylaws included the 1935 definition of marketing devel- oped and adopted by the National Association of Marketing Teachers. This definition defined marketing as “those business activities involved in the flow of goods and services from production to consumption” (AMA 1937).

What are the 4 stages of marketing? ›

The marketing process consists of four elements: strategic marketing analysis, marketing-mix planning, marketing implementation, and marketing control.

What are the 3 C's and 4 P's of marketing? ›

The 4 Ps are Product, Price, Promotion and Place - the four marketing mix variables under your control. The 3 Cs are: Company, Customers and Competitors - the three semi-fixed environmental factors in your market.

What are 5 examples of marketing? ›

Below are six main types of marketing strategies that brands employ when working to engage their target customers.
  • Content marketing. ...
  • Inbound marketing. ...
  • Social media marketing. ...
  • Search engine optimization. ...
  • Email marketing. ...
  • Paid media advertising.

What are 3 major characteristics of its audience? ›

Important Characteristics of your Audience
  • Physical Characteristics.
  • Demographic, Behavioral, and Cultural Characteristics.
  • Psychological Characteristics.
Jan 17, 2009

What is audience and why is it important? ›

Your audience is the person or people you want to communicate with. By knowing more about them (their wants, needs, values, etc.), you are able to better craft your message so that they will receive it the way you intended.

What are the 3 types of audiences? ›

Three categories of audience are the "lay" audience, the "managerial" audience, and the "experts." The "lay" audience has no special or expert knowledge.

What is audience and example? ›

An audience is a group of people who participate in an event. For example, those who go to an e-sports event to watch others play a game are part of an audience. The picture is an example of thousands of people gathered into a crowd at an arena to watch an e-sports event.

What are the main types of audience? ›

The 4 Types of Audience
  • Friendly. Your purpose: reinforcing their beliefs and sense of shared interests.
  • Apathetic. Your purpose is to first convince them that it matters for them.
  • Uninformed. Your requirement is to educate before you can begin to propose a course of action.
  • Hostile.
May 11, 2021

How did Kotler and Armstrong define marketing? ›

According to Kotler and Armstrong, "Marketing is the process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return." Mareting starts with creating value for customers.

How did Kotler define marketing strategy? ›

Philip Kotler, one of the co-authors of the discipline-defining textbook, Marketing Management, defines marketing strategy as the process to: Create, communicate, and deliver value to a target market at a profit. Kotler goes on to say, “Creating value is called product management.

What is Kotler marketing Theory? ›

Philip Kotler holds that: "the organization's marketing task is to determine the needs, wants and interests of target markets and to achieve the desired results more effectively and efficiently than competitors, in a way that preserves or enhances the consumer's or society's well-being."

What is marketing According to Kotler and Keller? ›

According to Kotler & Keller (2012), marketing is how to identify and meet human needs and social needs. One of the simplest definitions of marketing is "meeting profitable needs", that is how to turn a need into a profitable business opportunity.

What are the key words in marketing definition? ›

A keyword is a word that is common to your industry, one that a person searching the web is likely to type when searching for a business like yours. Keywords are the hub of any good Search Engine Optimization (SEO) strategy.

What are the 7 P's of marketing? ›

The 7Ps of marketing are – product, pricing, place, promotion, physical evidence, people, and processes. The 7 Ps make up the necessary marketing mix that a business must have to advertise a product or service.

What is the importance of marketing in simple words? ›

Marketing educates many people about a certain product. When people are well-informed about your product, your sales will increase. Marketing is a great help for many business establishments to create revenue options. It is when business sectors use different marketing strategies to increase business profits.

What are the 5 marketing concepts with explanation? ›

These are; (1) production concept, (2) product concept, (3) selling concept, (4) marketing concept, and (5) societal marketing concept. Marketing is a department of management that tries to design strategies to build profitable relationships with target consumers. Marketers must answer 2 important questions.

What are three marketing examples? ›

Let's look at what makes each one special.
  • Brand awareness campaign. ...
  • Rebranding campaign. ...
  • Search engine marketing campaign. ...
  • Social media marketing campaign. ...
  • User-generated content (UGC) marketing campaign. ...
  • Email marketing campaign. ...
  • Public relations campaign. ...
  • Product launch campaign.
Jul 26, 2022

What is marketing one sentence answer? ›

“Marketing is the ongoing promotion of a brand, product or service through various mediums to compel a target audience to take action.”

Who is the father of marketing definition? ›

Philip Kotler is known around the world as the “father of modern marketing.” For over 50 years he has taught at the Kellogg School of Management at Northwestern University. Kotler's book Marketing Management is the most widely used textbook in marketing around the world.

What is the first rule of marketing? ›

Rule 1 -- Marketing is a measurable business discipline

In its simplest and best form, marketing aligns to and partners with sales to connect a business with customers who want to buy what the business offers. The marketing / sales partnership identifies the best customers and researches what they need.

What are the 4Ps and 4 C's of marketing? ›

The 4Ps of product, price, place, and promotion refer to the products your company is offering and how to get them into the hands of the consumer. The 4Cs refer to stakeholders, costs, communication, and distribution channels which are all different aspects of how your company functions.

What are the core principles of marketing? ›

What are the principles of marketing? While there are many interpretations and applications today, it all started with the four principles of marketing: product, price, place, and promotion. The extended 7 Ps version added a few more: people, process, and physical evidence.

What are the 3 processes of marketing? ›

The three phases of the strategic marketing process are

awareness, implementation, and evaluation. planning, implementation, and evaluation.

What is 5p in marketing? ›

The 5 P's of marketing – Product, Price, Promotion, Place, and People – are a framework that helps guide marketing strategies and keep marketers focused on the right things.

Are there 4 or 5 P's of marketing? ›

The 5 areas you need to make decisions about are: PRODUCT, PRICE, PROMOTION, PLACE AND PEOPLE. Although the 5 Ps are somewhat controllable, they are always subject to your internal and external marketing environments. Read on to find out more about each of the Ps.

What is 4p framework? ›

The 4 Ps is one of the most popular marketing frameworks that businesses use. Also known as the marketing mix, the framework identifies the four main elements that are most crucial to customer acquisition: Product, Price, Promotion, and Place (see Figure 1).

What are the 4 main marketing strategies? ›

(Marketing mix explained) The four Ps are product, price, place, and promotion. They are an example of a “marketing mix,” or the combined tools and methodologies used by marketers to achieve their marketing objectives.

What are the 5 C's of marketing? ›

What is the 5C Analysis? 5C Analysis is a marketing framework to analyze the environment in which a company operates. It can provide insight into the key drivers of success, as well as the risk exposure to various environmental factors. The 5Cs are Company, Collaborators, Customers, Competitors, and Context.

What is the best marketing strategy? ›

11 best digital marketing strategies
  • Influencer marketing.
  • Affiliate marketing.
  • Google Ads.
  • Podcasts.
  • Social media marketing.
  • Content marketing.
  • Video marketing.
  • Referral programs.
Mar 4, 2021

What is market audience example? ›

Here's an example: say you're a car dealership looking to target searchers who are ready to buy a car. Google will look to find people who are clicking on ads related to cars, exploring relevant searches, looking at consumer reviews, car reviews, car comparison sites, etc.

Why is audience important in marketing? ›

Identifying your audience allows your business to focus marketing efforts and dollars on the groups that are most likely to buy from you. That way, you are generating business leads in an efficient, affordable manner.

What are the four types of audiences? ›

The 4 Types of Audience
  • Friendly. Your purpose: reinforcing their beliefs and sense of shared interests.
  • Apathetic. Your purpose is to first convince them that it matters for them.
  • Uninformed. Your requirement is to educate before you can begin to propose a course of action.
  • Hostile.
May 11, 2021

How do you determine market audience? ›

How to identify your target market
  1. Analyze your offerings. Ask yourself what problems your products and services solve, and, in turn, to whom they appeal. ...
  2. Conduct market research. ...
  3. Create customer profiles and market segments. ...
  4. Assess the competition.
Apr 30, 2019

What are the different types of audiences in marketing? ›

Demographic targeting involves targeting people based on their age, gender, parental status, or perhaps their income. Affinity audiences are lifestyle and interest profiles based on the user's browsing behavior. An in-market audience is likely to be in market for a particular product or service.

How do you use market audience? ›

Click on 'Select an ad group', this reveals a list from which you can select a campaign and ad group. You'll see options for 'Targeting' and 'Observation', if you're not sure, use Observation to start. Google might automatically suggest some audiences for you. Click 'Browse' and Select 'In-market audiences.

What are the five 5 types of audience? ›

5 Types of Audiences in Writing
  • Audience #1 – The Experts.
  • Audience #2 – The Laypeople.
  • Audience #3 – The Managers.
  • Audience #4 – The Technicians.
  • Audience #5 – The Hybrids.
  • Further Reading.

What are the 5 categories of audience analysis? ›

In addition, this chapter explores the five categories of audience analysis: (1) the situational analysis, (2) the demographic analysis, (3) the psychological analysis, (4) the multicultural analysis, and (5) the topic interest and prior knowledge analysis.

What are the 6 elements of target audience? ›

Looking for a new way to segment your target audience? This is everything you need to know about the 6 types of market segmentation: demographic, geographic, psychographic, behavioural, needs-based and transactional.
  • Interests.
  • Attitudes.
  • Values.
  • Lifestyle.
Aug 27, 2018

What is the main role of audience? ›

Your audience is the person or people you want to communicate with. By knowing more about them (their wants, needs, values, etc.), you are able to better craft your message so that they will receive it the way you intended.

Why is it important to know your audience? ›

Why is it important to know your audience? Knowing your audience helps you figure out what content and messages people care about. Once you have an idea of what to say, knowing your audience also tells you the appropriate tone and voice for your message.

Why is it important to know the audience better? ›

Audience analysis involves identifying the audience and adapting a speech to their interests, level of understanding, attitudes, and beliefs. Taking an audience-centered approach is important because a speaker's effectiveness will be improved if the presentation is created and delivered in an appropriate manner.

What are four 4 key ways to identify a target audience? ›

Determining your primary target audience is crucial when launching a business, or a product or service from your existing business. Geographic, demographic, psychographic and behavioral are the four levels of segmentation that can help define your business's primary target audience.


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