Target market vs. target audience

The terms “target market” and “target audience” are often confused, but they describe different levels of focus. A target market is the broader group of people most likely to purchase a product or service. It is defined by shared characteristics such as age, location, or income, and it represents the main customer base that sustains a business.

The target audience is narrower. It refers to the specific segment within that market that a company wants to reach with a particular campaign or product release. For example, an athletic brand may serve a broad target market of adults interested in fitness, but a campaign for trail-running shoes may focus on outdoor runners aged 20–35.

Recognizing the difference between these terms helps businesses avoid spreading their efforts too thin. The target market informs long-term strategy and product design, while the target audience helps create precise, relevant messages for marketing activities. Both perspectives are necessary for clear communication and sustainable growth.^[1]