Niches or bubbles?
Niche (cfr. Britannica): Segments can be divided into even smaller
groups, called subsegments or niches. A niche is defined as a small target
group that has special requirements.
Bubbles (cfr. Eli Pariser): “Increasingly on the Internet, websites are
personalizing themselves to suit our interests. We all see this happening at
Amazon, where if you order a book, Amazon will send you the next book.
We see it happening in Netflix, but it’s also happening in a bunch of places
where it’s much less visible.”
Aamby Valley City-Brand Building via Social Media
Target or community engagement?
Marketing to individuals?
A growing number of companies are now trying to serve “segments of
one.” They attempt to adapt their offer and communication to each
individual customer. This is understandable, for instance, with large
industrial companies that have only a few major customers. For
example, The Boeing Company (United States) designs its 747
planes differently for each major customer, such as United Airlines,
Inc., or American Airlines, Inc. Serving individual customers is
increasingly possible with the advent of database marketing, through
which individual customer characteristics and purchase histories are
retained in company information systems. Even mass-marketing
companies, particularly large retailers and catalog houses, compile
comprehensive data on individual customers and are able to
customize their offerings and communications.
● List the appropriate keywords
● Formulate your tweet
● Find your community on Twitter and send
them a tweet to engage them in the
SWOT analysis is a tool for auditing an organization and its
environment. SWOT analysis is the first stage of
planning and helps marketers to focus on key issues.
SWOT stands for strengths, weaknesses, opportunities,
and threats. Strengths and weaknesses are internal
SWOT factors. Opportunities and threats are external
SWOT factors. A strength is a positive internal factor. A
weakness is a negative internal factor. An opportunity is
a positive external factor. A threat is a negative external
Roadmap social media strategy
Your strategy will depend on:
1) Your goals – SEO, PR, traffic ( to drive
awareness? advertising click-thus?
2) Your audience – where does your target
demo hang out?
3) Your resources – you, you plus an intern,
internal team, agency?