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Segmenting consumers

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Research Paper

This paper suggests an alternative procedure to the rating of places according to the assumption that averaging data on a number of different criteria presents a valid representation of a general pattern.

News

CANNES: With the rise of programmatic ad buying, the capabilities of marketers targeting an audience of likely buyers have never been greater, but the Ehrenberg-Bass Institute maintains that segmentation, whether for creative or media planning, can ...

News

LONDON: Brand segmentation efforts should never be compromised by whether the resulting consumer target audience can be easily found in media or media surveys, an industry figure advises.

Article

This event report explores two aspects of targeting consumers, whether it ought to be used sparingly with a priority for reaching new consumers, or whether budgetary restrictions demand a more careful strategy, one that seeks engagement.

Article

This paper provides a best practice guide to applying segmentation to a media strategy, which enables marketers to increase the relevance of communications by delivering the right message or content to the desired target audience.

Case Study

This case study explains how Volkswagen increased sales of its Amarok truck model in Australia by challenging perceptions of the truck in an initially unbranded campaign targeting tradespeople.

Case Study

This case study shows how Burger King, a fast food chain, successfully increased sales by driving consumers' expectations for a McDonald's and Burger King mash-up burger in the US.

Case Study

This case study explains how Adidas, the sports brand, used an inspiring message targeting teens around the world to launch its new NMD shoes.

Case Study

This case study explains how The Sun, the British newspaper, successfully introduced charges for a previously free fantasy football platform by using influencers and social media ads.

Case Study

This case study shows how M&S, a retailer brand, revamped Mrs Claus to suit 21st century women and thus increase clothing sales across the UK.

Case Study

This case study shows how Domino's, a pizza delivery service, shifted its practical tone of communications to become the UK consumer's ally when creating special moments with loved ones.

Case Study

This case study shows how Trinity Mirror, a news publisher, redefined the UK mass media market and positioned itself as a gateway for advertising businesses to engage with it through media placements.

Case Study

This case study shows how Fitness First, a health club brand, used data segmentation to identify its core UK audience and provide a more tailored service.

Case Study

This case study explains how UAE telecoms operator, du, stood out from the advertising clutter of Ramadan, by urging the audience to fast from technology from dawn to sunset.

Case Study

This case study describes how Johnson's Baby used online and offline content to launch its dedicated YouTube channel in India.

Case Study

This case study shows how JetBlue, an airline brand, increased brand awareness and sales in the US by showing flyers and mothers alike that they understand the hardships of a crying baby on a flight.

Case Study

This case study shows how The Heart Foundation, a heart disease research foundation, raised awareness about the symptoms of heart attacks in New Zealand, by gamifying the experience on social media.

Case Study

This case study explores how Target Australia, Australia's largest department store chain, launched a national campaign to try and increase sales, using data tracking.

Case Study

This case study shows how news publication The Economist successfully sublimated its global target audience using a careful paid social strategy.

Case Study

This case study explores how Chipsy (AKA Lays), the world's biggest potato chip brand, launched a campaign in Egypt by partnering with the UEFA Champions League: the world's biggest football league.

Research Paper

This paper looks at offering a universally applicable segmentation method by encouraging brands to follow a series of best practice steps.

Case Study

This case study explores how American entertainment company Netflix successfully launched its new TV show Narcos by using modular marketing to target a variety of audience groups.

Article

This article explores the concept of age, specifically in terms of 16-19 year olds and those over 65, in relation to branding, personal attitudes and perceptions, and responses to music.

Article

The event report outlines how the Arizona Diamondbacks baseball team pursues a nuanced segmentation strategy.

News

AUSTIN, TX: MGM Resorts International, the hotels and gaming group, believes that "theming" the customer experience plays a key role in ensuring consumers remain excited and engaged when visiting Las Vegas.