Professional Documents
Culture Documents
as
traditional retailer in
New York City in 1976.
1995,
extended
brand
Jim
the
to
the
used
mining*
SAS
data
software
identify
to
customer
segments
for
better
targeting.
The software analyzed
the
clickstreams
and
purchasing patterns of
the firms 21 million
customers.
Market Segmentation
of
customers
into
homogenous
sub-set
of
Demographic Segments
Two market segments have caught the interest of Americans emarketers:
1)
2)
Psychographic
Segmentation
User psychographics include:
Personality
Values
Lifestyles
Activities
Interests
Opinions
Interest Communities
There are many types of online communities such as
art
communities,
Facebook..),
social
consumers
networking
(LinkedIn,
communities
(eBay,
Amazon.com..) .
Ways to target online communities:
Provide online discussion groups, bulletin boards,
Behavioral Segmentation
(con)
Some marketers believe that a segments
attitudes
toward
technology
can
help
which
identified
10
Influentials
Influentials are individuals who are opinion
leaders online. They include:
Online journalists, such as Arianna Huffington
of The Huffington Post.
Industry opinion leaders, such as Brian Solis,
author, speaker, analyst, and blogger.
Influential social network authors, such as
Lady Gaga. (40 million followers on twitter!).
Behavior Segments
Two common segmentation variables are
benefits sought and product usage.
Marketers using benefit segmentation to
form groups of consumers based on the
benefits they desire from products.
Marketers often segment by light,
medium, and heavy product usage.
Marketers can segment users as brand
loyal, loyal to a competitive product,
switchers, and nonusers.
Benefit Segments
To determine benefits sought, marketers can
look at what people actually do online.
Online activities include connect, create, learn,
enjoy, trade, and give.
Marketers also check popular Web sites.
Microsoft, Google, and Yahoo! are consistently
among the top Web sites in most countries.
http://www.ebizmba.com/articles/most-popular
-websites
Usage Segments
Marketers can segment according to technologyuse characteristics such as smartphone, tablet, or
PC and which browser they use.
Mobile access: 55% of cell phone owners connect
to the internet using smartphones.
90% of smartphone users have taken an action,
such as booking a hotel, after searching.
(Intentional Buyers)
categorizes
social
media
Market Targeting
Market
Targeting
Evaluating
each
segments
attractiveness
and
buyers
common
sharing
needs
or
targeting
strategies
are
well-suited
for
the
internet.
Niche marketing (Concentrating all marketing efforts
Differentiation
Differentiation is the act of designing a set of
meaningful differences to distinguish the
company's offering from competitor's offerings.
A brick and mortar company can differentiate
along 5 dimensions:
1) Product
2) Services that accompany marketing, sales and
after sales services.
3) Personnel that interact with the customer
4) Distribution Channel
5) Image (the understanding and view of the
market about the company).
Durability
Reliability
Reparability
Style
Design
Differentiation Online
An online company can differentiate its
offering
along
including:
Product innovation
Mass customization
Service differentiation
Channel differentiation
Site atmospherics
User generated content
many
dimensions,
2) Build Trust
Strong brand recognition
Safe and encrypted payment process for transactions
4) Pricing
In the early days of the web, firms offered discounts as
purchased incentives.
Majority of firms today differentiate themselves in other
ways besides pricing.
Positioning
is
the
act
of
Positioning
(con)
differentiators
in
product,
service,
can
position
based
on
technology,