Audience targeting is a fundamental concept in marketing in which advertising messages are delivered to a specific group of people who are considered potential customers. The idea behind this approach is to increase the efficiency of marketing campaigns by focussing resources on those who are most likely to respond to the advertising message. By using various data and analytical methods, companies can determine demographic, geographic and psychographic characteristics of their target audience. These factors can include age, gender, location, interests, online behaviour and many other aspects.

In digital marketing, audience targeting is often implemented through the use of cookies, pixels and other tracking technologies that collect data about the behaviour of users on the internet. This data is then analysed to detect patterns and identify specific segments within the overall audience. Once these segments are defined, advertisers can create targeted advertising campaigns tailored to the specific needs and preferences of these groups.

Audience targeting not only allows companies to improve their conversion rates, but also to reduce their marketing costs by spending fewer resources on targeting people who are unlikely to be interested in their products or services. In today's increasingly connected world, audience targeting is an essential tool for any marketer.