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Segmenting for Direct Marketers

Steven Smith

Administrator
Staff member
Jun 26, 2011
704
14
18
51
British Columbia
www.marketingscoop.com
#1
So what can you actually learn by segmenting your audience?
Direct marketers are always looking for ways to improve targeting to make a bigger impact on their audience. One traditional approach is “market segmentation,” where people are grouped by some set of characteristics.
One of the ideas behind segmentation is that it allows us to describe product benefits in ways that impact a particular audience. Since the same features in a product provide different benefits to different groups of people, it makes sense to segment the audience into groups where each marketing message can be delivered more efficiently. But there is another benefit to market segmentation on the Web–you can learn more about your audience.
Profiling individuals on the Web allows us to not only select which message to deliver to each individual, but also helps us learn about the needs and interests of each person. This can be used to segment an audience in ways that traditional direct marketers have only dreamed...
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