Beyond Marketing
Follow
Find tag "segmentation"
10.0K views | +0 today
Beyond Marketing
Problematic, tools, news, in marketing and beyond to develop ecosystemic vision; are included Inbound Marketing, Content Marketing, Social Media...
Curated by Denis Failly
Your new post is loading...
Your new post is loading...
Scooped by Denis Failly
Scoop.it!

Segmentation By Consumer Attitudes Is Yesterday’s News – And Potentially Dangerous For Organizations |

For years, b2b and b2c marketers have relied on attitudinal segmentation research to help them group their current customer base, and potential customers as well, for communication, promotion, marketing and experience initiatives. The thesis has been that, by asking a small, but meaningful, set of attitudinal questions, they would be able to develop an index, algorithm, or framework equation that ranked these consumers by propensity to buy, both near-term and long-term. Similar thinking has been applied by some organizations, as they conduct employee satisfaction and engagement research.

These frameworks – they’re arithmetic, so we can’t rightly call them ‘models – typically include questions regarding the importance of elements like value for money, acting with the consumer’s interests in mind, credit and payment terms, having knowledgeable employees, offering products which will meet the consumer’s needs, and the like. From these questions, basic segment categorization can be determined; and, once these three, four, or five segments are established, we’ve often seen companies go on to build assumptive marketing, experience, or communication plans, and conduct further, more detailed and targeted, research around them.

Denis Failly's insight:

Correlation is not causation and conversely

more...
No comment yet.
Scooped by Denis Failly
Scoop.it!

Le principe de segmentation marketing a-t-il encore un sens ?

Le principe de segmentation marketing a-t-il encore un sens ? | Beyond Marketing | Scoop.it

Un article que j'ai publié il ya quelques années sur Journaldunet mais qui à mon sens demeure d'actualité pour commencer à ré-interroger certaines de nos pratiques marketing et notamment à l'heure des 1000 promesses du marketing automation et du Big Data.

 

- Du macroscosme au "mésocosme" client

- Divisez sans relier n'est pas connaître

- Un marketing en recomposition

- L'assise scientifique d'une connaissance

- De la segmentation à la défragmentation

more...
No comment yet.
Scooped by Denis Failly
Scoop.it!

Testing & Marketing Segmentation Explained [Infographic]

Testing & Marketing Segmentation Explained [Infographic] | Beyond Marketing | Scoop.it
Testing comes down to more than comparing page elements. You also need to segment your campaigns to provide the flexibility to test more effectively.
more...
No comment yet.
Scooped by Denis Failly
Scoop.it!

How Does B2B Market Segmentation Differ From B2B Buyer Personas?

How Does B2B Market Segmentation Differ From B2B Buyer Personas? | Beyond Marketing | Scoop.it

This question has resurfaced over the past dozen or more years multiple times.  It still seems to confound B2B marketing and sales leaders.  A question I get asked often as well.  The differences between B2B market segmentation and B2B buyer personas are significant.  Misunderstanding the differences has also contributed to mislabeled buyer personas.

Denis Failly's insight:

In B2B, Buyer personas is behavorial and qualitative approach vs classical segmentation

more...
No comment yet.
Scooped by Denis Failly
Scoop.it!

6 Reasons People Hate Your Dynamic Content

6 Reasons People Hate Your Dynamic Content | Beyond Marketing | Scoop.it

"Dear Marketers,

 

I’m writing to let you know that I know all about this new dynamic content thing you’ve got going on. I know you can change aspects of your website, calls-to-action, and emails based on the interests, characteristics, or past behaviors of your viewers.

Well, good for you. But you know what? Sometimes I think you just don’t get that the way you’re using dynamic content is actually making your marketing worse, not better. So if you're struggling with this dynamic content thing, let me help you out by pointing out 6 reasons lots of people out there might kind of despise the way you're using it."

 

 

more...
No comment yet.