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Marketing Articles: Segmentation

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  • Customer-Centric Segmentation
    by Scott Brinker
    Sometimes, when we talk about segmentation, we can get caught up in thinking about it as merely categorization—we’re deciding what labels to put on people into and who belongs where. This is like thinking of segmentation as a kind of filing system. more
  • Segmented Audiences are 4X More Valuable
    by Justin Talerico
    Segmentation is immensely valuable. Behavioral targeting of ads is hot because—surprise, surprise—when you give people more relevant messaging and content, you get better results. more
  • Why Segment Respondents?
    by Justin Talerico
    Pre-conversion segmentation offers you a chance to learn far more than what you can learn after conversion because you're dealing with a much larger pool of respondents. more
  • 25% of UK Ads on Social Networks
    Social networking sites accounted for more than 25% of all UK display ad impressions in August. Although younger social networkers were delivered the highest percentage of ads, a sizable percentage of impressions reached every age group. more
  • Marketing to the New Gen X
    by Dave Sohigian
    Most businesses are well aware of how to market to Generation Xers (those born 1961-1981) mainly because so many people in business today are part of Generation X. But as Gen Xers move into midlife (the oldest are 48, and youngest are 28), we are seeing a dramatic shift in ... more
  • What Would We Do Without You?
    You've probably heard a lot that the days of "push" messaging—a mythical golden age when marketers could feed passive viewers whatever rigmarole the ad department pleased—are dead. So true. But for you, it's not a bad thing; it's a chance to develop long-term, even downright codependent relationships with users. And there ... more
  • How a Minority Can Look Like a Majority
    Let's say a travel company sends out a series of email messages with a variety of offers. Campaigns 1 and 3 produce average clickthrough rates of just over 4 percent; campaigns 2 and 4, however, generate rates of 6.68 percent and 6.4 percent, respectively. "Clearly, emails 2 and 4 resonated ... more
  • This Will Be on the Test
    "Something that we preach at eROI is to TEST TEST TEST," says Ryan Buchanan in a post at the company's blog. "We believe that testing should be an integral part of every email marketing campaign." If you're not sure how to get started, eROI comes to the rescue with a ... more
  • Marketing to Youth: No Longer a Dark Art
    by Paul Metz
    It takes a lot more than Harry Potter's brand of wizardry for marketers to understand the spending habits of what is commonly referred to as the youth market—those between age 6 to 18. In fact, it requires a flexible understanding of the subcategories within this vast network of youth. And success ... more
  • We'll Have a Gay Old Time
    We've seen Sarah Haskins critique advertising that patronizes women, and now it's time for Bryan Safi's take on commercials that handle gay topics with varying degrees of respect. In this occasionally off-color video from Current TV, he begins with a few ads that use gay men as the punchline for ... more
  • Your Husband: Slightly Dumber Than a Dog
    Comedian Sarah Haskins is back with another Target Women video at Current TV that skewers gender-based advertising clichés—this time it's the Doofy Husband. "Being a woman isn't easy," she says in a mock serious tone. "We work, we take care of the house, we raise children, and we do it ... more
  • Google Launches DoubleClick Ad Exchange
    In a move to shove Yahoo off its display-ad perch, Google last Thursday launched its DoubleClick Ad Exchange, which the company promised would streamline and improve how display ads are targeted at and delivered to a desired audience. more
  • Is Your Store for Barry or Jill?
    In Competing on Analytics: The New Science of Winning, Thomas Davenport and Jeanne Harris explain how Best Buy used data collected on 60 million U.S. households to create eight customer segments. And with the insights it gained, the company devised new formats that cater to specific segments in a few ... more
  • Top 15 Lifestyle-Related Sites, July 2009
    Online dating sites figure prominently in the list of top 15 lifestyle-related websites, in addition to blogging, children's, and miscellaneous other sites catering to niche audiences. more
  • Show Me the Numbers That Count
    "It's high time email marketers assess campaign performance in terms of the business and marketing goals, objectives, and contribution expectations that matter," says Karen Talavera in an article at MarketingProfs. She recommends placing data into two broad categories to drill down to what really counts: Process Metrics—which are diagnostic in ... more
  • The Color of Money
    As environmental awareness continues to rise, the average consumer has become more conscious of the need to make greener choices. A post at the Osocio blog highlights a satirical cartoon from Lunchbreath that skewers marketers who respond to the trend with disingenuous, "greenwashed" packaging that relies on elements like this:  ... more
  • Look to Where the Sun Is Shining
    "The Hispanic market seems to be the only one still flourishing these days in the face of economic doom and gloom," says Blaire Borthayre in an article at MarketingProfs. And there are, she argues, a number of reasons why the buying power of these savvy consumers will likely grow to ... more
  • Case Study: A Facebook Experiment in Ad Targeting
    by Jason Alba, Kimberly Smith
    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
  • Don't Become a Frenemy
    "Refer-A-Friend campaigns can be tricky territory," says Kristen Gregory in a post at the Bronto blog. "Let's be very clear: just because someone gives you the email address of their friend does not mean you have permission to email [that friend] whenever you want, as often as you like." For ... more
  • Youth Isn't Always Wasted on the Young
    You might have mixed emotions—perhaps a blend of envy and awe—when you hear teenage CEOs discuss how they plan to secure venture capital for their second or third startup. But once you get past the novelty of their age, tales of their youthful success can provide you with an entirely ... more
  • Lessons From a Cardboard Box
    Mark Brownlow of Email Marketing Reports says he learned a thing or two while working in a cardboard-box factory as a teenager. "The first was the importance of proofreading," he says. "There are not a lot of alternative uses for 200,000 boxes advertising ‘Premium banannas.’ " Another lesson was the ... more
  • Take This Plan and Shove It!
    "Lately," says Ken Magill in a post at DIRECT, "I regularly get messages from frustrated email managers whose bosses are trying to prod them into doing something self-destructive." It seems they're dealing with upper management who believe that doubling frequency will double profits, and that anything is fine as long ... more
  •  Ladies' Choice
    "Hey!" says comedian Sarah Haskins, as she dumps an array of Yoplait, Activia and Dannon onto a table at the beginning of a viral video. "Why am I holding all this yogurt? Because I'm a woman. And yogurt is the official food of women." Marisa Meltzer uses a post ... more
  • Now Is the Time for Me, Baby!
    Good news for those marketers who seek to advertise aggressively and creatively to Baby Boomers: You are right on track! New research is finding that for many Boomers "aging is not about the inevitable end, but rather about the evolving self." It seems this age group is redefining retirement as ... more
  • Summer: Time to Slice & Dice
    "Building your own opt-in email marketing list is an accomplishment," says Steve Adams in an article at MarketingProfs, "but don't stop there. Once you start reaching out to your list with great content, you can then improve the targeting and relevance of your email marketing campaigns by using segmentation." The ... more

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