In order for marketers to get the best bang
for their marketing buck and not invest time and resources to market consumers
that will never respond, marketers dig deeper and focus on specific groups within
a market. These smaller segments are based upon consumer behaviors and needs.
One approach to market segmentation is to sort groups of consumers based on their specific behaviors that can be related to the product or service being promoted. Another method of market segmentation is to first determine the benefits of a product or service and then match to the needs of specific consumer groups. Sometimes one single product or service can have multiple benefits that may attract different consumers so the marketing has to be uniquely tailored to each of those groups.
This is consumer obsession at its finest – marketers step into the shoes of a concise group to determine their needs. Then they convince that group that their product or service will fulfill that need. The process begins with market research that reveals how consumers view specific products and services, and how they go through the decision making/purchasing process. Brands can adapt their marketing or even their product or service based on these findings.
Once the market is segmented and specific groups are targeted, marketers can create a profile of this consumer – often based on demographics. Then the consumer obsession turns to creating a message to reach the targeted consumers.
An example of consumer obsession segmentation is a recent development called Brandvantage (April 2, 2014) developed by The Pert Group. The research method is a unique study of how consumers make choices and factors in different life influences. It “helps organizations make more informed decisions on market segmentation, campaign development, creative execution, and more.”
One approach to market segmentation is to sort groups of consumers based on their specific behaviors that can be related to the product or service being promoted. Another method of market segmentation is to first determine the benefits of a product or service and then match to the needs of specific consumer groups. Sometimes one single product or service can have multiple benefits that may attract different consumers so the marketing has to be uniquely tailored to each of those groups.
This is consumer obsession at its finest – marketers step into the shoes of a concise group to determine their needs. Then they convince that group that their product or service will fulfill that need. The process begins with market research that reveals how consumers view specific products and services, and how they go through the decision making/purchasing process. Brands can adapt their marketing or even their product or service based on these findings.
Once the market is segmented and specific groups are targeted, marketers can create a profile of this consumer – often based on demographics. Then the consumer obsession turns to creating a message to reach the targeted consumers.
An example of consumer obsession segmentation is a recent development called Brandvantage (April 2, 2014) developed by The Pert Group. The research method is a unique study of how consumers make choices and factors in different life influences. It “helps organizations make more informed decisions on market segmentation, campaign development, creative execution, and more.”
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