Lately it seems a growing number of clients have been talking about switching to a “segmentation” based marketing model. The simplest way that I can explain this concept is with an example.
JACK FM has an average weekly audience of 346,000 Adults listening over the age of 12. This know as our CUME or put another way, JACK's market. However, as a marketer, I'd like to break down our audience into the groups of people who are most important to my business. These groups, or segments, have similar needs and can be identified by on
1. Demographics (age, family size, life cycle, occupation),
2. Geography (states, regions, countries),
3. Behavior (product knowledge, usage, attitudes, responses) and/or
4. Psychographic (lifestyle, values, personality).