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Leveraging The Internet For Segment-Based Marketing
By ClickZ
Source
Article Date: 2003-04-09
An emerging mass-marketing trend over the past couple of years is segment-based marketing. Though not new at all (the Direct Marketing Association was founded in 1917, and I am sure it existed in some form prior to that), the principles are being applied to mass initiatives more often than ever. The shift is fueled by marketers' calls for greater accountability and efficiency, as well as continued emergence of digital communication channels that support segment identification and targeting. The Internet plays an invaluable role in this approach and demonstrates an ability to execute on segment-based marketing more efficiently and effectively than previously possible.
The concept of segment-based marketing is fairly simple: Identify your highest value customers, group them in clusters with similar attributes, and tailor communications to them based on the intelligence you possess. Not necessarily demographic intelligence, but behavioral and psychographic. What do these people need and how can you address it? What do they feel, and how can you speak to them in a way that resonates with their state of mind?
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