Segmentation & Targeting by Isobar Marketing Intelligence Practice
Unambiguous guidance on who to target, their motives, the brand’s addressable occasions, and how to reach them with paid, owned, and earned media.
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What is Segmentation & Targeting
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“Multi-dimensional Segmentation”. To truly explain consumer behavior, a segmentation must be based on demographics AND lifestyles AND attitudes/needs AND purchase and usage behaviors.
Profit-Directed Development Process - To truly identify profitable target segments, segmentation inputs must be tes...