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Marketing Articles: Segmentation
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- Boost Your Business With Seven Easy Digital Marketing Techniques for Lead Generation
by Yael K. PennGrowing your in-house database should be at the top of every marketers list. Why? When done correctly, it will house your most-qualified and responsive prospects. Though organic list growth may take time and effort, you will love the rewards. Consider the following techniques to acquire new leads and grow your ... more - Special Report: How the 'Obama for America' Campaign Used Digital Media to Turn Ordinary Citizens Into Campaign Evangelists by Kimberly SmithHow did the Obama for America campaign do it? By its adherence to several game-changing strategies. more
- How to Use Scenarios to Create Buyer Segments by Laura PattersonWhat if we thought about using scenarios as a creative way to segment the market? After all, different customer sets face different scenarios that trigger their response. By understanding the various scenarios that different customers face, you can take a unique marketing approach to each scenario. more
- She's Waiting: Five Ways to Reach Women via Sustainable Business Practices by Andrea LearnedAn authentic and established sustainable commitment resonates with women. Here's how companies can work toward more sustainable operations, offer products that reflect that intention, and (in doing so) create good business with a double whammy. more
- How to Win the Hearts and Minds of Hispanic Customers by Andy Pierce, Jorge AguilarWith the Hispanic population in the US expected to surpass white non-Hispanic inhabitants by 2030, marketers are scrambling for ways to tap into growing spending power while generating loyalty to their brands. Strong, enduring brand loyalty can be built among Hispanics, but not by using tactics that work for white, ... more
- How to Expand Your Vision to Include Marketing's New 4 Ps: Pearls, Pumps, Purses & Power by Gerry MyersThe traditional marketing mix focused on the 4 Ps of Product, Price, Place and Promotion. Today, marketers need to expand their vision to include the new 4 Ps of Pearls, Pumps, Purses, and Power. To capture the $0.85 that women spend out of every dollar, it is time to rethink ... more
- Five Critical Keys to Reaching the Boomer Consumer by Mary FurlongAs more businesses become aware of the unprecedented number of people around the world who are approaching age 60, more of them are getting serious about reaching Boomers. Call it the new Silver and Gold Rush. Smart businesses understand that the old media—print, radio, and television—won't be enough to reach this ... more
- Divide and Conquer: A Case Study of Profitable Market Segmentation by Paul SchwarzWell-executed market segmentation quickly identify customer profiles that have a higher likelihood to buy. And once a company has identified that customer profile, it can use that information to target new customers with similar profiles. By targeting these prospects directly, marketers gain higher and quicker return on their marketing investments. ... more
- Five Things Every CEO Should Want to Know About Customers by Jeanne BlissThe perennial cry from CEOs around the globe is that they are focused on their customers: It is their highest-priority mission, the critical job of their company—and everything emanates from understanding what customers need and want and delivering on it. However, without up-to-date trend information about profitable versus non-profitable customers ... more
- Engaging Millennials - How to Win Their Brand Loyalty by Elaine FogelThey're born between 1979 and 2001—the kids of Baby Boomers and the nation's most racially and ethnically diverse generation. They have strong opinions on which brands they'll buy and for which employers they'll work. They're going to have a huge impact on business and marketing, and the world may be ... more
- Innovative Ways to Attract Female Consumers by Gerry MyersIf your company isn't looking at the latest trends in marketing to women, focusing a significant amount of your resources on this market, and generating innovative marketing ideas, you are missing out on a substantial amount of revenue. Women have the power, the money and the will to work with ... more
- Measuring Your Top Marketing Strategies by Suzanne LoweIt's safe to say that we all have a list of top marketing strategies. Every year they appear on the strategic plan, they drive activities throughout the firm, and their progress is discussed at the highest levels. But are the top strategies that firms identify really the ones that they ... more
- An Insider's Look at Marketing to Women: Lessons Learned from Home Depot, McDonald's, Nike... by Terri WhiteselWith four years of women's marketing history behind us, Fara Warner's must-read "The Power of the Purse" now takes us past the "could, should and what ifs" of marketing to women. Warner gives an insider's look into the planning, execution, and results of transformational programs undertaken at McDonald's, Home Depot, ... more
- Mobile Marketing to Millennials: Is Your Brand Moving as Fast as Young Adults Are? by Mitch McCaslandMarketers have long known the challenge of reaching consumers between the ages of 18 and 22. Their lives are in transition. Some are in the workforce, others are in school—or both. Regardless, they are reaching out on their own, for the first time, while keeping some connections with home. These ... more
- Rise of the Hispanic Boomer by Mitch McCaslandToday, a new American dream is on the rise, and it is just as vital and powerful as the one in the heyday of the baby-boom generation. The increase in the number of Hispanic consumers and their growing power account for much of the long-term prosperity of our dynamic economy. ... more
- How to Segment Markets by Allen WeissThe most important analytical process of marketing is segmentation. By segmenting the market, organizations obtain a very clear understanding of customers. Segmentation ultimately provides a solid basis for clear and precise targeting and positioning. But segmenting is also very difficult and confusing, if you rely on instruction offered in the ... more
- Conjoint Analysis: A Simple Way to Discover How Customers Make Product Choices by Allen WeissHere's a technique that is useful for many purposes in marketing. Learn what it is and try out an example. more
- Coverage Patterns: Deciding Which and How Many Customer Segments to Target by Allen WeissThere are lots of ways to target a market. See them all here. more
- Customer Segment Descriptors: Hone Your Strategy and Target Your Tactics by Allen WeissDescriptors are important for the tactics of marketing. more
- How to Segment Markets by Allen WeissWe show you the best way to segment a market. more
- Choosing Customer Segments to Target by Allen WeissLearn how to choose which segments to target and which to avoid. more
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