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2017 | OriginalPaper | Buchkapitel

Segmentation in Social Marketing: Five Steps to Success

verfasst von : Timo Dietrich

Erschienen in: Segmentation in Social Marketing

Verlag: Springer Singapore

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Abstract

Understanding your target audience through the application of segmentation may help to design better consumer-oriented solutions rather than pursuing overgeneralised one-size-fits-all approach/es. However, market segmentation remains one of the least applied social marketing benchmark criteria to date. This chapter introduces a five-step process for how to conduct segmentation in a social marketing context. A sequential process to apply segmentation in social marketing is suggested: (P) Priority identification, (A) Analyse, (D) Describe, (A) Assess, and (T) Target (PADAT). A case study application follows to showcase the implementation of the five-step process.

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Vorheriges Kapitel How and Why Segmentation Improves ROI

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Titel: Segmentation in Social Marketing: Five Steps to Success
verfasst von: Timo Dietrich
Verlag: Springer Singapore
Buch: Segmentation in Social Marketing
Print ISBN: 978-981-10-1833-6

Electronic ISBN: 978-981-10-1835-0

Copyright-Jahr: 2017
DOI: https://doi.org/10.1007/978-981-10-1835-0_6