Marketing Segmentation in the Digital Age

Npekala

Description

Marketing Segmentation in the Digital Age

Sujets

• Marketing et communication

Informations

• Publié par: uridavov
• Nombre de lectures: 402
• Langue: English

Extrait

Marketing Researchers

November 2010

1

Marketing Segmentation in the Digital Age

by

Nancy Pekala

"If you're on the wrong train, every stop is the wrong stop."

This perspective by David

Verklin, CEO of Canoe Ventures LLC, aptly describes marketing segmentation in today’s

digital age.

During a presentation on marketing segmentation at the AMA’s recent

Marketing

Research Conference

, Eric Paquette, Senior Vice President,

Copernicus Marketing

Consulting & Research

, suggested that digital technologies have forever changes the

way content is developed, delivered and consumed which directly impacts segmentation

studies conducted today.

“Fifty-nine percent of senior executives in large companies have done a segmentation

study in the past 2 years, but only 14% of those senior executives involved in a

segmentation study derived any value,” Paquette reported.

He said the issue is no longer one of just a fragmented audience or a reallocation of time

from one medium to another.

“Instead, a fundamental shift has occurred in how we

communicate, entertain and learn that has massive implications for marketing strategy

and marketing communications.”

Paquette cited some common problems and associated implications with segmentation

studies today including:

•

It is unclear which groups represent the biggest profit opportunities

.

Marketing Implication

:

There is no guidance on whom to focus marketing efforts

•

There is little insight into what will motivate each target to buy.

Marketing Implication:

As a result, there is little help in defining your positioning and

messaging strategy, and no assistance in identifying how to make the brand

relevant, credible, superior and unique.

•

The various segments are more similar than different, particularly with respect

to media exposure patterns. The targets can't be found in sales and media

databases.

Marketing Implication

:

There’s little insight into where to most effectively and

efficiently market to these various segments.