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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

Sausage company Johnsonville used a dynamic, creative campaign focused on weather-triggered media to encourage early-season consumption of its Fresh Bratwurst.

Case Study

Farmers Insurance, an insurance company, stood out in a noisy category in the US by creating a video campaign that showed its target audience the crazy accidents it has handled.

Case Study

Covered California, an insurance provider, developed a multi-method, data-driven campaign to increase brand awareness in the US.

Case Study

MetLife Japan, a life insurance company, made the conversation around life after reitrement easier in Japan by launching a multi-media call to action campaign.

Case Study

Emergen-C, a vitamin drink supplement, promoted itself as an everyday wellness brand by releasing a US television commercial featuring young, active people.

Case Study

The Dell, a highland holiday destination in Scotland, increased sales by letting the product speak for itself through a new emotive brand identity.

Case Study

Maplin, an electronic goods retailer, used a customer-focused strategy to redesign the layouts of its stores in order to encourage more visits.

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.

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

Cargo handling company IAG Cargo attracted SME freight forwarders in the UK through an always-on loyalty programme tailored to their passion points.

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.

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

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

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

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

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

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