Market segmentation, Client profile or Avatar = product positioning

Now a days there are many ways you can refer to your ideal client: persona, Avatar. To arrive at this point you need to start the process of called market segmentation, them you will have niche communities, influential media personalities and fragmented attention spans tie in to the ability to segment online audiences and customise messages.

 

Picture 1 - that is the light I bring to the top of the hill

Segmentation is the process of taking a single, general audience and dividing it up according to specific groupings or characteristics. Once this is done, each group can be targeted differently depending on their needs from the brand. For example, a bank may serve a wide range of customers, but the messages it sends to segments such as young high-income earners, small-business owners and retirees will be very different – necessarily so. Digital offers a wealth of user information, the ability to target users based on these factors, and the availability of technology for creating and managing large databases. In digital marketing segmentation, customers can be reached across a wide range of communication channels depending on their preferences and needs. The focus should not be on separate channels, but on how digital channels can enable and work with the strengths of what may be considered ‘traditional’ media such as TV or billboards. Today, digital often plays the role of a bridge for customers between different marketing media, allowing them to respond to a broadcast message on TV through a social media property for instance, where they can obtain a deeper, richer and more interactive brand experience.

Once an audience segment has been created, the message sent to it can also be customised (often automatically) thanks to the availability of the necessary information and digital tools.

Now lets see the project I was working this week (or better yet an analogy that you can better understand the power of marketing done properly), It was the second phase of the project (because the first phase was a complete failure, or was it?) I did invest more than the last time and put a stronger light on the top of the hill hopping to see it when I get back home. And guess what ?? I was able to see it…

That light inside my home will be good only for me to see it, outside home, perhaps some neighbors, but on top of the mountain every one who look at that direction if they pay attention they could see it. I know only the people who like the night sky and spend time looking the stars or similar things would be able to notice it, perhaps they are exactly what I call my ideal customer. So why to advertise to everybody ?? That for sure would be much more expensive, even if I Include the cost of finding out (testing) who is my ideal client. Besides advertising to everybody would be waist of resources and will be not as effective. 

 Lets see some pictures of my project

 

Picture 2 - that is the view of the look out on top of the hill from where I live (inside Jiujiang University)

Picture 3 - Pictures taken from the same place before and after installing the light (still inside the park)

 

 Picture 4 - From back home (inside the university campus) you could see the light with a naked eye.

 

Just let me say to finish here, I spend less than two US dollars (US$2,00) on that light, and I was even able to go back there and retrieve the light on the next day, that is a pretty amazing results considering the situation. 

This is exactly what a properly online marketing campaigns can do for you and your business. Notice I did not said “advertising” , that is part of the process but not the whole thing, and when advertising is done properly under the marketing campaign, it yields much better results with lot less money.