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Segmentation theories & ideas

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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

ATB Financial, the Canadian financial institution in Alberta, built a connection with its entrepreneurs and smaller start-ups to increase awareness and sales.

Case Study

Kraft Heinz, the American food company, increased sales of its Classico pasta sauces brand by positioning it as second only to home cooking.

Article

Hilton, the hospitality company, has moved beyond demographics as it seeks to create marketing that truly resonates with consumers.
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Case Study

Mexican beer brand Dos Equis' campaign The Most Interesting Man in the World spanned nine years and helped the brand evolve from little-known to distinctive and premium in the US.

News

ORLANDO, FL: Deckers Brands, the owner of the UGG brand of boots, has seen significant benefits from giving its product designers a truly immersive view of consumers.

Article

UGG, an iconic footwear line owned by Deckers Brands, has used consumer insights to further strengthen a brand that boasts almost unique levels of enduring appeal.

Article

Pharma brands are lagging behind other industries when it comes to leveraging the power of programmatic advertising, and are thus missing out on significant opportunities.

News

LONDON: Three-dimensional audience segmentation is useful up to a point but adding the fourth dimension of the subconscious can turn broad-brush segmentations into much more focused ones, according to an industry figure.

News

GLOBAL: Targeting may have become increasingly sophisticated thanks to digital, but marketers are still fixated on age when they ought to be concentrating on attitudes and behaviours, an industry figure argues.

Case Study

Mercedes-Benz, an automotive brand, created the 4MATIC Book campaign in Italy to build awareness of the 4MATIC technology and demonstrate the brand's dedication to innovation.

Case Study

Fini, the Italian pasta brand, encouraged consumers in Italy to fry rather than boil pasta to show them that it could be cooked quickly.

Case Study

Virgin Trains, a train operating company in the UK, created personalised emails and SMS reminders to improve its communication with customers and ensure they booked again with Virgin.

Case Study

Car brand Land Rover used its sponsorship of Ben Ainslie Racing in the America's Cup to shift perceptions and drive interest in the new Discovery.

Case Study

Channel 4, a British public-service television broadcaster, created a contemporary, interactive quiz to increase viewer engagement and prompt views on its catch-up service All 4.

Case Study

Very, a British online retailer, created OOH shop windows in the UK in order to drive customers to its website during Black Friday Weekend.

Research Paper

Royal London, the UK's largest mutual life insurance and pensions company, created the Vulnerability Strategy, which used quantitative research to analyse the impact of vulnerability on its customers.

Case Study

Arm & Hammer, an American manufacturer of household products, created a sample that offered strong visuals and a free balloon ride to convince UK consumers that its premium-priced toothpaste was worth purchasing.

Case Study

Channel 4, a British public-service television broadcaster, built a bespoke email using CSS animation to promote the England vs Scotland UEFA Women’s championship game on live TV and All 4.

Case Study

Chocolate brand M&M's® used sponsorship of Game of Thrones and amusing posts on social media to increase sales in Brazil.

Case Study

Heathrow Airport in the UK used dynamic copy across email and digital display to personalise its communications with its customers and aid in a more pleasant airport experience.

Case Study

Facebook, a social networking service, created a beauty advertisers tooklit to help brands identify the effect of mobiles on UK shoppers.

Case Study

c2c, a UK train operating company, identified scalable opportunities by developing several tests, which were analysed in order to maximise ROI.

Case Study

The British Army used tagging technology, machine learning and AI to change its communication strategy and successfully increase applications among different target groups across the UK.