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Marketing Articles: Segmentation

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  • This is Only a Test
    "A great way to capitalize on the democratic medium of email is to put your burning questions, late-night hunches, and out-of-the-box ideas to the test with an A/B split test," says Megan Walsh in a post at the Email Experience Council blog. Here's some of her advice for using split ... more
  • Four Parts to Valuable Personas
    by Angela Quail
    Recent buzz about personas has created some confusion. If you've tried to develop and deploy personas, you may have experienced resistance from other departments because they don't grasp the value that personas purportedly provide. The reason may be that personas (in the form of customer profiles) by themselves don't offer ... more
  • How to Target Your Prospects With Military Precision
    by J. Woody Meachum
    Predicting where your prospects are online is tricky—and often expensive. And it's not always about where they are but also what are the best ways to reach them. How should you decide where to start? The military has utilized a system called CARVER, a mnemonic term for the weighting factors used to ... more
  • Case Study: How Intrigue and Personalization Helped a Marketing Firm Connect With Handpicked Leads
    by Kimberly Smith
    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 ... more
  • Just Send Me the Dry Red Ones
    Back in the days of the Model T, Henry Ford could get away with offering customers any color they wanted—as long as it was black. Ridiculous as that mentality sounds to modern ears, you risk sending customers the same message if you don't tailor your email campaigns to their interests, ... more
  • Boost Email Marketing Response With List Segmenting and Triggered Emails
    by Neil Anuskiewicz
    If you are an email marketer who is doing traditional "batch and blast" email marketing, now's a good time to start segmenting and sending triggered emails. Doing so allows you to send more relevant emails and achieves better response from your subscribers. more
  • Scratch That Niche
    Reaching a niche audience—and only those people—can be tricky. But in a post at his eponymous blog, Seth Godin proposes the inventive approach of piggybacking onto a product that your target market already wants. Say you have a rock band with a quirky sound, and people who like your music also ... more
  • Target Jim and Mary
    Research has uncovered quite an interesting effect that guides customer brand choices. They call it the "name letter branding effect." The NLB effect shows that customers are more likely to choose a brand name that has the same letters as their first name than they are other, equally attractive, brands. ... more
  • When Less is More
    You've crossed all your marketing t's and dotted all your best practices i's with a relevant, enticing offer sent only to subscribers who opted in to your campaigns. You're anxious to see how well the offer performs, but then you learn a major ISP has blocked your IP address because ... more
  • Can You Do a Split?
    If you don't use A/B-split testing to analyze the results of your email campaigns, you probably aren't getting the full picture. According to a whitepaper from L-Soft, "Results can show how your newsletters or email campaigns are performing, why they are performing as they are, and what factors are affecting ... more
  • Oh, Behave.
    It's knowing where prospects are—and how they behave—that's paying off for today's New Media marketers. Their advertising dollars are in hot pursuit of a fragmented audience that now receives thousands of channels of programming over TV, Internet, radio and mobile device. … Enter good ol' Behavioral Targeting. This tried-and-true direct marketing practice ... more
  • The Luxury Catch-22
    by Martin Lindstrom
    In the luxury brand business, stretching brands too thinly across market segments may gain short-term revenue increases, but it also almost guarantees long-term loss to the shareholders, brand owners, and, well, consumers. So, set your limits for how much you really want to stretch your brand before you open your doors ... more
  • Case Study: How a Young Company's History-Making Soccer-Jersey Sponsorship Increased Sales, Brand Recognition and More
    by Kimberly Smith
    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
  • Case Study: How One Whitepaper Generated 500 Leads and Significant PR for a B2B Manufacturer
    by Nettie Hartsock
    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
  • by Stephanie Miller
    Email marketers are perpetually caught in the middle. On the one hand, we are celebrated for being the go-to resource for generating short-term revenue results. On the other hand, the applause dies down when the budget talk comes around and we continue to be handicapped by limited investment and strained ... more
  • Case Study: How a Consumer Electronics Company Leveraged the Power of Community to Uncover Market Preferences and Build Excitement for a New Product Line
    by Kimberly Smith
    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
  • by Gail Martin
    Today's diverse consumers are looking for more than just talk. They want companies to be an authentic part of their niche community. They are savvy and skeptical. They are watching to see how sincere you are in including them—as employees, senior managers, board members, media partners, vendors, and so on... more
  • Case Study: How a University Embraced Social Media and Scored Millions in YouTube Views
    by Nettie Hartsock
    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
  • Case Study: How a Web-based Company Increased Leads 90%—and Sales 23%—via PPC-Visitor Profiling, Landing Page Personalization
    by Nettie Hartsock
    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
  • Case Study: How MyFax Upped Customer Engagement, Achieved a 79% NetPromoter Score
    by Nettie Hartsock
    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
  • by Anna Billstrom
    You may or may not be using the basic segmentation strategy of RFM (recency, frequency, monetary): dividing your email mailing list into a few buckets based on recency in ordering or visitation to the site, the number of times they've ordered or visited the site, and the lifetime spend. But ... more
  • Case Study: How an Online Software Biz Doubled Its Sales Leads, Increased Site Traffic 75%
    by Laurie Lande
    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
  • by Reggie Brady
    If you haven't done it yet, now is the perfect time to map out plans for your email program. Any changes you might make in the first few months of the year will stand you in good stead; any plans or changes that you implement in the first quarter should pay ... more
  • Case Study: How Major League Baseball Doubled Fan Research Without Increasing Costs
    by Kimberly Smith
    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
  • by Leland Shaeffer
    In Part One and Part Two of this series, the author discussed using "voice of the customer" (VOC) in defining innovative core products and services. The focus was on breakthroughs in the basic product, on hitting the home runs. Here, we take a different perspective—using innovation to acquire and retain ... more

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