Get a demo Do I subscribe? News sign-up

Segmentation theories & ideas

Search in

Show only

Date Range

Search within

Industry Sector

Brand

Country

Source

202 results found
Sort by

Article

This article explores the current reading and thinking on the topic of segmentation; a crucial element of marketing, segmentation identifies relevant consumer subgroups, focusing and directing communication strategy.

Article

This paper provides an overview of segmentation and the way in which it is used to identify groups of potential customers who are clustered around common, identifiable traits, and to understand how they may best be reached and how they will respond to different messages and appeals.

Case Study

This case study describes how Amazon, the online retailer, increased its user base in India by connecting with mothers through an emotional video.

Article

This article looks at how brands should identify the sales-driver segments of the target audience and then profile them in order to engage them via appropriate messages, if they are to grow sales.

Article

This article suggests that demographic profiling is useless to marketers and they instead should focus on serving consumer state of mind and cultural moments.

Case Study

This case study shows how the Football Federation of Australia aimed to encourage people to support a Hyundai A-League (HAL) team in order to help its overall vision of making football the largest sport in Australia.

News

CHICAGO: Marketers need to look well beyond demographics if they want to engage with millennials and members of Gen Z, according to insights from BuzzFeed, the online media company.

Article

This event report offers insights into reaching Gen Y and Gen Z consumers, and is based on research from BuzzFeed, the online media platform.

News

SINGAPORE: Location data can offer vital insights to marketers on customer behaviours, particularly hyper-connected millennials, according to an industry expert.

Article

This article outlines how SK-II, a premium skincare brand, used social listening to segment its target consumers and create compelling video and social media content as part of its #changedestiny campaign.

Article

This webinar replays WARC's session: "How to be a smart targeter" at the Cannes Lions festival this year.

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 ...

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.

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 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 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 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 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 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 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 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.