In the previous article, we saw that Korean rap (K-rap), also known as K-hip-hop, is a dynamic and influential musical subculture in Korea, with artists looking to extend their influence to new horizons. Rap and other urban music genres are the most prominent in the French music scene, with French and foreign urban artists dominating the charts. Korean rap has already caught the attention of French music enthusiasts, with many South Korean rappers touring in France and some of them have been sold out. The French rap market does not limit itself in France, as it also includes Belgium and Switzerland. We concluded that paid digital offers an accessible and powerful platform for promoting Korean rap in France. By investing in these platforms, Korean artists can overcome geographical and cultural barriers, reaching a wider and more diverse audience at a reduced cost.
Targeting to better reach your audience
In the digital marketing landscape, where businesses compete for attention on an ever-expanding online space, targeting plays a crucial role in ensuring that your marketing efforts reach the right people and achieve your intended goals. This involves identifying and focusing on specific customer segments that are most likely to be interested in your products or services. By carefully selecting and targeting these segments, you can enhance the effectiveness of your marketing efforts and achieve better outcomes.
To target the right audience for South Korean rappers, we will create three personas that will ideally represent our listener base. Personas are fictional representations of our target audience, capturing their characteristics, demographics, behaviors, preferences, and motivations. By understanding these three personas, we will tailor our marketing strategy and campaigns to resonate with their unique needs and aspirations.
The methodology used to create the targets
In order to create our persona, we went through different process :
- Qualitative analysis :
We interviewed people who represent our defined target. We gathered a mix of specific information (demographic, behavioral and psychographic information). This process allowed us to get to know the needs of our targets and to be as close as we can to reality.
- Internet research
To better understand our consumers’ behavior, we looked online – especially on social networks – to find out more about them. We considered relevant information posts, comments (negative or positive), social media, and websites. We broadened our research spectrum to experience the entirety of their potential touch points.
The Rap listener : music to vibe to
The Kpop listener : the K community member
The Asian culture enthusiast listener : a potential target
This analysis allows us to understand that our target audience can be reached in different touch points such as social media (Facebook, Instagram, TikTok) or streaming platforms (Youtube music, Vlive, Deezer, Spotify). We can also draw a conclusion that they are all open to recommendations when it comes to music and are willing to try new songs. They essentially discover new artists either on social platforms or on streaming platforms.
The analysis of the three persona will be used to develop and define our core paid digital strategy. This will allow us to address our advertisements to the right audience and thus to run an effective campaign. We will run our paid digital campaign on social media, streaming platforms and websites that provide contents related to the types of content our three persona consume ( Fashion website, Korean culture website, Asian culture website).
In summary, market targeting enables K-rappers to reach the right listeners and achieve better results when it comes to coverage. By understanding the unique characteristics and needs of their target audience, we can craft targeted campaigns that resonate, drive conversions, and build lasting customer relationships. In this way, the persona study enables us to refine our paid media strategy and make concrete decisions.