Marketing Resources: Segmentation

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  The Importance of Relevance: A Cautionary Tale

  Segmentation

  "Today I was sad," writes Tara Jacobsen at the Marketing Artfully blog. "I got a message from someone who I like a lot and have been 'friends' with on the Internet for a while." The problem? Unlike the steady stream of relevant content the business friend used to distribute, this ... more
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  Why Targeting Matters

  Segmentation

  In a post at her eponymous blog, Elaine Fogel asks how frequently you receive email with content that has no relevance. "I'll bet it's a lot," she says with certainty. "Let's just look at the ones you receive from companies and organizations that have your permission to send communications. Count ... more
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  'Tis the Season to Be Grateful: Five Thank-You Email Triggers

  Segmentation

  It's the time of the year when businesses need to say "Thank you!" to their customers during the holiday season. And what better way than event-driven email campaigns that show gratitude to customers? more
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  Three Caveats for Multicultural Marketing

  Segmentation

  "Are your campaigns reaching the intended audiences?" asks Darren Megarry at MarketingProfs. "That's a key question facing marketing professionals, as the combined wave of technology, communication access, and spending power continues to extend across the globe." But you don't need a global business to understand the importance of multicultural marketing. ... more
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  Three Tips for One-to-One Marketing

  Segmentation

  "[H]ow many of us do one-to-one marketing?" asks Elaine Fogel at MarketingProfs. "I don't mean sending out personalized mass communication. I mean marketing to one person at a time." It takes a lot of time, but it can be remarkably effective—especially when your marketing budget is, essentially, zero. Fogel discovered ... more
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  Facebook: Brands Should Target Friends of Fans

  Segmentation

  Brands that conduct Facebook marketing can gain huge benefits by targeting the friends of their Facebook fans, according to a new report by comScore and Facebook, which also found that Facebook users spend 27% of their time browsing homepage newsfeeds. more
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  CMOs Ramping Up Budgets, but Accountability Is Key

  Segmentation

  Marketing budgets are on the rise again: 57% of senior-level marketers say they are increasing their overall marketing spend in 2011; among them, most (26%) plan to increase budgets between 1% and 5%, according to the CMO Council's State of Marketing Report. more
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  The End of the 'Average American'

  Segmentation

  "Fifty years ago, the concept of John Doe, an average American in a relatively even society where vast numbers of people had similar consumer needs, was real," writes Karen Talavera at MarketingProfs. But results from the 2010 census—due to be released this summer—will show just how much that picture has ... more
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  Affluent Gen-Y Hooked on Social Media, Brands

  Segmentation

  Digital media is trouncing traditional channels among up-and-coming Millennials: 81% of affluent Gen-Y adults use Facebook every day—roughly double the number who read newspaper content (45%) or watch TV (44%) daily, according to a new study by L2. Moreover, 45% of such consumers read at least one blog every day. more
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  Email Marketing in the Age of the 'Ultra Managed Inbox'

  Segmentation

  For years, writes Stephanie Miller at the Deliverability blog, marketers have enjoyed the linear nature of the email inbox—your newsletters and offers sitting cheek-by-jowl with personal correspondence from a subscriber's friends. But you shouldn't get too comfortable with this privileged arrangement. "The world is changing," Miller says. "A new set of ... more
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  Four Ways to Impress Customers With Social Responsibility

  Segmentation

  "It's a global trend," writes Geri Stengel at MarketingProfs. "Consumers want to buy from, employees want to work for, and other businesses want supplies from, socially responsible enterprises." So how can you demonstrate your commitment while improving your bottom line? Stengel suggests the following: Treat your employees with respect. Social responsibility ... more
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  One Thing Most Viral Campaigns Know Up Front

  Segmentation

  As our recessionary hangover drags on, you're probably thinking of evermore-creative ways to engage customers. But Drew McLellan of the Marketing Minute blog offers this caveat: "As you are crafting a new campaign or gimmick that you hope will go viral—always ask yourself, is the juice worth the squeeze for ... more
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  Five Ways to Improve Deliverability

  Segmentation

  "Even in an increasingly real-time Web, email remains a critical channel to embrace for B2B marketing success," says Maria Pergolino in a post at the MarketingProfs Daily Fix blog. "However, it's a channel that's poorly treated due to our excitement at the extreme ROI potential." Sloppiness can impair deliverability and damage ... more
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  Marketers to Double Spending on Digital Data by 2012

  Segmentation

  US marketers are expected to more than double their investments in online-derived data sources by 2012, allocating a projected $840 million to information about digital audiences, transactions, and clickstream behaviors, according to a study by the Winterberry Group. more
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  Warning: This May Electrify the Engineer Geeks in Your Audience

  Segmentation

  Engineers are smart, competitive, time-constrained, and of course geeky. So how does a high-tech marketer connect with such a consumer segment? Give them what they want: smart, funny content that not only informs them, but gets them thinking and makes them laugh. A recent post at the Deep Tech Dive ... more
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  Hispanic Marketing Tactics That Work With Savvy Shoppers

  Segmentation

  American businesses spent $5 billion reaching the Hispanic market in 2008, and for good reason. By 2013, Latinos will control 10 percent—or a staggering $1.4 trillion—of the country's buying power. So reports Chanin Ballance in an article at MarketingProfs. "That puts Hispanics ahead of all other minority groups, including African ... more
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  How Chick-Fil-A's Email Offer Brought Customers Into Stores

  Segmentation

  In a post at the Bronto blog, Julie Waite says you may know Chick-Fil-A recently introduced a Spicy Chicken Sandwich. "What you may not have heard," she notes, "was that they ran a special invite-only event promotion to taste the new sandwich (for free!) well in advance of its launch ... more
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  Facebook Users: Four Key Stats

  Segmentation

  It's easy to get lost in the Facebook hype. Everybody's on it—but is "everybody" relevant to you? Here's a quick way to find out. Check out Research Spotlight: Facebook, a new report from MarketingProfs that offers a cheat sheet on the social site, breaking down vital user data for marketers. ... more
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  One Easy Way to Make Your Emails More Readable

  Segmentation

  Writing at the Retail Email blog, Chad White offers some interesting facts about the Baby-Boomer generation. First, by 2015, nearly half of the US population will be age 50 or older (AARP). Second, Boomers currently control over 80% of personal financial assets and account for more than 50% of the country's discretionary ... more
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  Hispanic Consumers an Untapped Opportunity

  Segmentation

  Although most US businesses recognize the growing influence of Hispanic consumers, over one-half (51%) of those surveyed don't market to Latino consumers in Spanish, and 82% have no plans to begin or increase existing efforts aimed at Hispanics in the next 12 months, according to a survey from Orci. more
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  Incite Change in a Moment's Text

  Segmentation

  Good news, nonprofits! At Le Web this year, Her Majesty Queen Rania of Jordan discussed how, in an era when a panoply of tech options are available to us at a finger-swipe, we can pick and choose the charitable causes we support in the same way we pick and choose ... more
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  Tech Early Adopters: New Consumer Profile

  Segmentation

  Attracting early adopters is critical for providers of new consumer technologies, and the profile of the cutting-edge consumer is changing, according to new research from In-Stat. more
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  Move Over, Night Rider

  Segmentation

  We like to emphasize that mobile is probably the most personalized technology available so far in the 21st century. And these days, finding ways to incorporate yourself into users' daily rituals is crucial to maximizing brand exposure on their up-close-and-personal handhelds. That's one reason for taking a look at GM's new ... more
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  Boomers' Media Habits Shift Online, Turn Social

  Segmentation

  Baby Boomers' consumption of media has shifted dramatically to the Internet: 62% of Boomers (age 45-63) spent more time on the Internet in 2009 than they did the year before, and the majority of Boomers had joined Facebook within the previous six months, according to survey conducted by CPH Research ... more
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  Time for Tea and Tweets

  Segmentation

  Remember when we told you about Twitcam, the service that lets you stream live video via Twitter? This is kind of like that, but with more oomph and less lag. Say hello to tinychat, which lets you host live Web meetings, TV shows, music jam sessions—or whatever else you wanna do ... more

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Segmentation articles by the best and brightest in the field

• Five Ways to Create a Data-Driven Marketing Culture by Jim Bergeson
  When handled adeptly, customer data can be a marketer's most reliable weapon for reaching customers' buying intentions—and closing sales. Learn five ways to build a data-driven marketing culture that'll help you get results. more
• Case Study: Why Targeting by Level of Engagement Worksby Becca Wright
  The words "engagement" and "hypertargeting" are practically everywhere, but what happens when you combine the two? Learn how one company ran a diverse campaign that captured the interest of core, active, and casual fans. more
• Eight Ways to Segment Link Prospectsby Ken McGaffin
  Link building is probably the most difficult aspect of SEO. Quality links that bring results are hard to get... unless you have a link-building strategy that targets specific, meaningful market segments. more
• Five Quick Checks for Transforming Your AdWords Account in Less Than an Hourby Larry Kim
  Do you want to improve the performance of your Google AdWords campaigns? Here are five quick checks that'll help you gain valuable insights into your campaigns—and save you money. more
• Top 5 Marketing Trends for 2012by Joe Cordo
  As 2011 winds down, it's time to consider the trends that will dominate marketing in 2012. Here are the Top 5 trends on the horizon and tips on how to take advantage of them in your marketing plan. more
• Five Proven Ways to Improve ROI Using Marketing Automationby Debbie Qaqish
  Marketing automation offers five main opportunities to improve ROI and drive revenue. Are you taking advantage of them? Learn how marketing automation can help you segment leads, improve conversions, and reduce lead leakage. more
• Top Tips for Multicultural Marketingby Darren Megarry
  Are your campaigns reaching the intended audiences? Learn how to create an effective multicultural marketing campaign—and avoid the common pitfalls many endure when marketing to growing ethnic groups. more
• Go Local: Seven Steps to Running Geotargeted Campaigns Like a Proby Kfir Moyal
  This is the decade for geotargeted local advertising and bringing the global presence to the local user. Though it may seem daunting, getting local can be a simple and rewarding process if you follow these seven steps. more
• Do You Really Know Your Customers? Marketing to a Rapidly Diversifying Populationby Karen Talavera
  The 2010 census results will be released this summer, and marketers should expect major demographic shifts. To cope with these changes, I recommend adopting three approaches for your email, mobile, and social marketing. more
• Five Steps to Optimized New-Business Prospecting Listsby Jenny Vance
  Whether your new-business prospecting list is purchased or homegrown, your business can improve sales 100% or more. The key isn't just about how companies effectively work the phone but, rather, how they work the list. more
• Mobile Marketing: No Longer a Tradeoff Between Reach and Targetingby Gib Bassett
  Communicating with your customers via the mobile platform is an effective way to engage, share offers, and learn about your consumers. Learn how to reach your target audience and boost your mobile marketing ROI. more
• Five Myths About the Youth Market: Bustedby Amy Henry
  The youth market is hotly pursued by scores of brands in so many industries. But the youth demographic is fraught with myths. To help reinvent your marketing efforts and boost results, here are five common myths—busted. more
• Avoid the High Cost of Untargeted Marketingby Mark Smith
  Targeted campaigns have become a necessity for companies trying to meet the demand for customer personalization. Learn how to replace your mass outreach with tailored messages that'll reap results and increase brand trust. more
• Rebalance B2B Marketing Budgets to Maximize Salesby Sean Geehan
  Rebalancing your marketing investments is the way to sustainable, predictable, and profitable growth. That's why it's crucial to analyze where your budgets are going and identify where the biggest returns on spend are. more
• List Segmentation: Why It's Important and How to Do Itby Georgia Christian
  List segmentation increases the relevancy of your email messages—resulting in higher open and click-through rates and increased sales. Not sure how to get started? Here are eight factors to consider when segmenting customers. more
• Five Steps to Interactive Marketing Success With Behavioral Analyticsby Akin Arikan
  Many organizations struggle to capture, organize, and effectively act on Web data to drive marketing programs. Here is a five-step path to help marketers develop their capabilities and expand the use of Web analytics to deriving behavioral-insights that fuel interactive marketing. more
• Boost Digital-Ad Yield by Knowing Your Audiences and the Content They Readby John Shomaker
  How does advertising yield improve when targeting digital ads to certain audiences? How much influence does the type of content users are reading when the ad is shown have on yield? This article summarizes the results of an extensive study on the subject. more
• Why and How You Should Be Using Triggered Email, Part 2by Karen Talavera
  This article looks at the first two of four triggered-email campaigns that no email-marketing program should be without: Welcome and onboarding emails, and remarketing emails (such as resending to nonoperners and clickers but nonconverters). more
• Why and How You Should Be Using Triggered Email, Part 1by Karen Talavera
  You can segment your list and version your broadcast campaigns with different offers and creative, but the real power of personalization and relevance lies in trigger-based email, because behaviorally targeted trigger-email campaigns get 30% higher open and click-through rates and three times the conversion rates of broadcast email. more
• Six Best-Practices to Improve Sales and Marketing Alignmentby Laura Patterson
  Your sales and marketing organizations are the most critical links to customers. The alignment of those two organizations determines how well a company attracts buyers and sells to them. The relationship is more than just a simple handoff at the point a lead is generated; it is the foundation for ... more
• How to Identify Brand Loyalists on Your Email Listby Karen Talavera
  On any email list, there will be three populations: those who love you, those who like you, and those who are just hanging in there. This article focuses on by far the most appealing sector: the people who love you. So how do you figure out who's who? Here are ... more
• Eight Questions to Ask When Buying a Marketing Listby Chris Golec
  Targeting the right audience is the key to success for any marketing campaign. Up-to-date contact information, valid email addresses, and the tools to segment a list accurately are must-haves for any marketer, yet they are by no means assured in the lists purchased from business-contact vendors. more
• How to Demonstrate and Deliver Lead-Nurturing ROIby Jim Lenskold
  Lead nurturing has high potential value when your acquisition programs have generated responses from interested prospects, but those prospects are not yet ready to buy. The 2010 Lead Generation Marketing ROI Study found that six in 10 lead generation marketers (58%) agree that nurturing stalled leads is under-funded relative to ... more
• How to Achieve Direct Digital Marketing Relevance: Take an Incremental Approach (Part 4 of 5)by Bryce Marshall
  Previous installments of this article series have describe the importance of relevance in direct digital marketing and three of the five keys to achieving a relevance-centered approach. This article looks at the fourth key: taking an incremental approach to creating more relevant, valuable communications every day. more
• Achieving Relevance in Direct Digital Marketing: Segmentation and Optimizationby Bryce Marshall
  The previous installments of this series of articles covered the idea of relevance in digital marketing and discussed the first two of five keys for achieving relevance. This installment covers the third: tactical execution in the form of segmentation and optimization. more

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Segmentation case studies, deconstructing real life examples and illustrating lessons learned.

• A Facebook Experiment in Ad TargetingOne Day, One Job
  CASE STUDY: Here's how One Day, One Job—an online company that helps college students find entry-level jobs—grew its Web traffic and visibility via targeted ads on the social network. more
• Reviving the Dead List to Grow Email RevenuesPerricone MD
  CASE STUDY: All your opt-ins won't stay loyal forever: Interests change, as do expectations about messaging and frequency. Even as your list grows, so will the number of unopened emails. So you should cut off the "dead weight," right? Not so fast, there might still be money to be made. more
• How a Women's Clothing Retailer Bucked the 2008 Downturn, Upped Revenues via EmailIntermix
  CASE STUDY: Today's economy has earnest marketers scrambling for consumer attention. As inboxes become inundated with yet more marketing messages, the bar continues to inch higher for those attempting to stand out from the clutter. Here's how one retailer tweaked its email program to grow revenue, even in this market. more
• How a Targeted Lead-Development Program Earned an IT Company 34% Yearly Growth for Five Years (and Counting)CenterBeam
  CASE STUDY: For IT company CenterBeam, sales is indeed a numbers game, but not in the traditional sense. Rather than trying to engage as many leads as possible, the company's sales force instead nurtures a smaller quantity of well-qualified prospects. more
• How Intrigue and Personalization Helped a Marketing Firm Connect With Handpicked LeadsBabcock & Jenkins
  CASE STUDY: Relationship-marketing firm Babcock & Jenkins didn't tell prospects what it could do, it gave them a taste. Its campaign, launched with a package of brownies from a mystery source, showed how it uses intrigue, personalization, humor, and the soft-sell to establish and advance client relationships. Results: A tasty 50% response rate. more
• How a Young Company's History-Making Soccer-Jersey Sponsorship Increased Sales, Brand Recognition and MoreXanGo, LLC
  CASE STUDY - Here's how a unique Major League Soccer sponsorship helped a new beverage product score big in both sales and brand recognition. What's more, here are three lessons you can apply to your own sponsorship efforts. more
• How One Whitepaper Generated 500 Leads and Significant PR for a B2B ManufacturerJER Envirotech
  JER Envirotech, a manufacturer of environmentally friendly thermoplastic biocomposite materials, needed to stand out in the green manufacturing industry. Its solution: create a white paper to both explain and build credibility for its offerings. Here's how that led to 500 new leads over 60 days. more
• How a Consumer Electronics Company Leveraged the Power of Community to Uncover Market Preferences and Build Excitement for a New Product LineEastman Kodak Company
  When it chose to enter the saturated inkjet market 20 years late, Eastman Kodak had a few surprises up its sleeve. Still, the company found it also needed a little marketing ingenuity if it was to gain market share. more
• How a University Embraced Social Media and Scored Millions in YouTube ViewsCarnegie Mellon University
  How does a university up its visibility with an increasingly wired target market of both students of alumni? By orchestrating a Web 2.0-focused Web site redesign that set the foundation for an ongoing social media campaign. more
• How a Web-based Company Increased Leads 90%—and Sales 23%—via PPC-Visitor Profiling, Landing Page PersonalizationCompany: Continental Warranty
  Continental Warranty used pay-per-click ads to generate leads by providing free quotes for extended-warranty coverage. But lead volume had plateaued. So it began to profile its web visitors, then direct them to microsites matching their profiles—and nearly doubled leads. more
• How MyFax Upped Customer Engagement, Achieved a 79% NetPromoter ScoreMyFax
  Internt fax service provider MyFax wanted to tap into the power of word-of-mouth referrals by improving the customer experience and maintaining highly personalized customer interactions. But as an online company, it faced the issue of how to individually engage customers to ensure long-term relationships. Here's what it did. more
• How an Online Software Biz Doubled Its Sales Leads, Increased Site Traffic 75%Makana Solutions
  Makana Solutions needed an inexpensive way to reach the elusive small business market. Rather than chase small businesses, it hired an online "inbound marketing system" to help small businesses find Makana. The results: Web site traffic climbed 75%, and sales leads have doubled. more
• How Major League Baseball Doubled Fan Research Without Increasing CostsMajor League Baseball
  Each year, when MLB's postseason culminates with the World Series, all eyes are on baseball—or are they? With most teams out of the running, do those fans continue to watch? Are the resources invested in marketing worthwhile, or in tune with fans' true passions? more
• How a B2C Web Site's Landing-Page Tests Resulted in a 67% Jump in ConversionsBabyCenter
  The landing page for a top Web site's most popular search term converted about 30 percent less frequently than the company's general landing page. By simultaneously testing four new versions of the landing page, the site was able to ensure relevance, increasing conversions 67%—and decreasing abandonment rates. more
• How the Kimpton Hotel Group's Affinity-Based Email Program Boosted Bookings Revenue FivefoldKimpton Hotels
  Kimpton Hotels had successfully created a loyalty program, but its email program was lagging. By implementing an email strategy that focused on segmentation and targeting individual preferences, and by adding a corporate branding strategy, the company increased email bookings fivefold. more
• How Garden Fresh Realized a Huge Gain in Web Traffic and Longer-Term Loyalty via EmailGarden Fresh Restaurant Corp.
  Garden Fresh Restaurants sought to increase customer engagement with its "Club Veg" loyalty club, totaling more than half a million opt-in members. Its two interactive email campaigns worked like a charm -- leading to huge increases in site traffic and boosting customer loyalty. more
• How a State Agency's Anti-Smoking Campaign Effectively Reached Teens via the Web, TV and Live EventsColorado State Tobacco Education & Prevention Partnership (STEPP), a division of the Colorado Department of Public Health & Environment
  One of the more successful tobacco control programs is the "Own Your C" campaign commissioned by the state of Colorado, which has effectively found ways to resonate with this hard-to-reach demographic. more
• How a Hearing Aid Company Doubled the Percentage of Sales to Valuable First-Time BuyersOticon, Inc.
  The hearing aid industry has suffered from an image problem, because the devices were perceived as ugly and just for the elderly. As a result, just 23% of those who needed hearing aids actually bought them. But based on extensive market research, Oticon, Inc. built a cool hearing aid that appeals to first-time users. In just 18 months, it has achieved nearly double the industry average in the proportion of first-time hearing-aid buyers. more
• How a Software Firm's Soft-Sell, Educational Webcasts Helped Double SalesSoftrax Corp.
  Softrax Corp.'s enterprise software automates a company's entire revenue cycle. With the advantages of automation not always apparent to potential customers, Softrax based its marketing strategy on educating the market, while competitors relied mostly on advertising. Webcasts featuring government and industry experts—with only an indirect connection to Softrax apparent—formed the core of the new strategy, and within four years helped double revenues. more
• How a Manufacturer's Sales Team Found the Secret to Efficiently Service a Low-Tech Customer BaseFabcon
  The manufacturing sector is more traditional than most. Many of its customers aren't high tech—some don't even have Internet access. Fabcon, a Minnesota builder of precast wall panels, struggled with marrying its desire for high-tech operational efficiency and its need to service customers in the method that they preferred. more

Segmentation: See all 40 case studies

Segmentation online seminar broadcasts from the best minds in marketing

• Website Translation: Conquering New Language Markets to Gain New SalesBroadcast on Jan 31, 2012
• Creating Fresh B2B Video Content All Year LongBroadcast on May 26, 2011
• MarketingProfs University: 11 Digital Trends to Watch in 2011Broadcast on Apr 7, 2011
• Cure for the Common Website: Using Personas to Boost Site PerformanceBroadcast on Feb 10, 2011
• Identity Marketing: Using PR to Reach the Minds (and Wallets) of Today's Diverse ConsumersBroadcast on Apr 24, 2008
• Using e-Metrics to Optimize Your All-Around Marketing StrategyBroadcast on Apr 3, 2008
• Tighten Up Your Marketing Plan: The Nuts and Bolts of Market SegmentationBroadcast on Aug 2, 2007
• Ten Cravings of Generation X and Y: Satisfying This Young and Lucrative MarketBroadcast on Jul 26, 2007
• How Connected People and Companies Are Winning Big in the Tech-Savvy Consumer PlaygroundBroadcast on Jul 25, 2007
• Segmenting the Hispanic Market: What the Numbers Really MeanBroadcast on Jul 12, 2007
• Personas 2: Using Mental Images of Customers for Better Product Planning, Branding and MessagingBroadcast on Mar 8, 2007
• Personas 1: Breakthrough Customer Insight for Product, Website Design and MoreBroadcast on Mar 7, 2007
• Hispanic Marketing EssentialsBroadcast on Nov 16, 2006
• BOOM: Marketing to the Ultimate Power Consumer—The Baby Boomer WomanBroadcast on Oct 26, 2006
• Hispanic Marketing: Effective Strategic Planning ProcessesBroadcast on Mar 30, 2006
• Reach the Big Spenders: How to Market to Women from 50 to 75Broadcast on Dec 1, 2005

Segmentation: See all 16 seminars

Segmentation Take 10 Webcasts—tactical marketing know-how in just 10 minutes from subject matter experts

• Take 10: How to Create a Lead Generation Form in MailChimpReleased on Jan 13, 2012

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Segmentation marketing downloads for the busy professional

• Lead Generation How-To Guide
  Learn how you can generate leads, qualify and track them through the sales cycle!
• Paid Search Advertising Template
  If you're a little intimidated by the prospect of Paid Search Advertising, seriously, join the crowd. Here it is though -- a guiding light through the complex waters of Paid Search Advertising. We assembled a 30-page template to make learning and implementing a successful paid search advertising campaign for your firm as easy as possible.
• Benchmark Survey: Voice of the Customer
  Link directly to the raw (aggregate) data in this 2006 survey of the ways companies are incorporating the voice of the customer into their marketing, their product development, and their management. With access to the raw data, you can view the results, and even filter them to see how a subset of companies in your country or industry answered. In this way, you can interpret the data in the most meaningful way for your business.
• Benchmark Survey: Marketing to Hispanics
  Link directly to the raw (aggregate) data in this 2006 survey of the ways companies are targeting their marketing efforts, and adjusting their business processes, for the lucrative Spanish-speaking segment. With access to the raw data, you can view the results, and even filter them to see how a subset of companies in your country or industry answered. In this way, you can interpret the data in the most meaningful way for your business.

See all marketing downloads