A marketing plan should be a formal written document, not recalled from memory or something scribbled on a napkin. To take your business to the next level requires preparing a written marketing action plan.
CULTURAL FACTORS INFLUENCING CONSUMER BEHAVIOR pptIna Negi
Consumer Behavior is the study of how individuals, groups and organizations select, buy, use and dispose of goods, services, ideas or experiences to satisfy their needs and wants.
Cultural factors are the established beliefs, values, traditions, laws and languages of a nation or society.
Communication and Consumer Behavior
Basic Communication Model
The Message Initiator (source)
The Credibility and Dynamics of Informal Source and WOM
Sleeper Effect / source amnesia
The Target Audience (receivers)
Targeting Consumers Through New Media
Designing Persuasive Communications
Emotional Advertising Appeals
Fear
Humor
Abrasive advertising
Audience participation
Celebrities
message
framing
comparative advertising
A marketing plan should be a formal written document, not recalled from memory or something scribbled on a napkin. To take your business to the next level requires preparing a written marketing action plan.
CULTURAL FACTORS INFLUENCING CONSUMER BEHAVIOR pptIna Negi
Consumer Behavior is the study of how individuals, groups and organizations select, buy, use and dispose of goods, services, ideas or experiences to satisfy their needs and wants.
Cultural factors are the established beliefs, values, traditions, laws and languages of a nation or society.
Communication and Consumer Behavior
Basic Communication Model
The Message Initiator (source)
The Credibility and Dynamics of Informal Source and WOM
Sleeper Effect / source amnesia
The Target Audience (receivers)
Targeting Consumers Through New Media
Designing Persuasive Communications
Emotional Advertising Appeals
Fear
Humor
Abrasive advertising
Audience participation
Celebrities
message
framing
comparative advertising
Factors Affecting Consumer Behaviour - Product Case StudyHumsi Singh
The presentation gives a clear description of what consumer behaviour is and what all are the factors that affect a consumer. In this presentation, the main focus is on the case study product that is Sofa. We would observe the factors that influence their behaviour in such a case.
Consumer perception the base for decision making. People make decisions instantly within 20 seconds about other person, yet when it comes to product they take more time. If the perception tone is set right by the companies consumer will not have any confusions. This presentation explores the ways and means of consumer perception and ends with the application of perception at large by organizations around the globe.
What is Pricing Strategy and what are the objectives and factors affecting the Pricing Strategy.
There are Certain types of Pricing Strategies as well. Each and every strategy has its own affect on the product and services offered by an organization.
Factors Affecting Consumer Behaviour - Product Case StudyHumsi Singh
The presentation gives a clear description of what consumer behaviour is and what all are the factors that affect a consumer. In this presentation, the main focus is on the case study product that is Sofa. We would observe the factors that influence their behaviour in such a case.
Consumer perception the base for decision making. People make decisions instantly within 20 seconds about other person, yet when it comes to product they take more time. If the perception tone is set right by the companies consumer will not have any confusions. This presentation explores the ways and means of consumer perception and ends with the application of perception at large by organizations around the globe.
What is Pricing Strategy and what are the objectives and factors affecting the Pricing Strategy.
There are Certain types of Pricing Strategies as well. Each and every strategy has its own affect on the product and services offered by an organization.
[Report] Indian Marketers are Ready to Adopt and Integrate Digital Marketing ...Social Samosa
Adobe released the second annual Adobe APAC Digital Marketing Performance Dashboard, in partnership with Adobe. A six-month in-field program comprising quantitative and qualitative surveys, the study benchmarked the levels of adoption, traction and success of digital marketing
Reach over 2.5 Billion of the World's Marketable ConsumersRay Pun
- Key trends driving demand for global marketing, including globalization, digital innovation and rapid adoption of mobile devices
- Key challenges of marketing on a global basis, including availability and granularity of data, varying legal requirements and cultural acceptance of data-driven marketing, a lack of identity resolution technology and fragmented data activation
- Global data use cases for the travel and hospitality, retail, financial services, technology and automotive industries
- Success stories of brands across a range of industries executing global marketing
- Expert insights from industry leaders
- How to select the right partner to navigate the global data and privacy landscape
Running head: Target Market 6
Understanding Target Market: Apple Inc.
MKT/571
Melissa Simmons
August 27, 2018
Roberto Ancis
Apple Inc.
Apple Inc. is one of the largest technology companies it designs, develops and sells a range of consumer electronics (hardware) and software providing the most innovative technology to their customers. Key products of Apple include smartphone, tablet computers, portable media players, personal computers, smart watches, digital TV and much more (Thurm, 2010). However our selected B2C (Business to consumer) product is iPad. iPad has been widely in demand on domestic as well as international level. Buyer’s profile using demographic variables
Customers are domestically segmented on the basis of age, gender, income level and their occupation etc. Particularly, demographic variables are identified to get help in understanding the targeted group of customers with regard to product features and company can design a convincing marketing campaign to generate further market base (Heracleous, 2013). 2a Buyer’s Profile using the Demographic Variables (Domestic Market)
Demographic Segmentation
Variables
Age
20-45 years
Income
High income
Occupation
Students
Business man
Artists
Density
Urban
Rural
2b Buyer’s Profile using the Demographic Variables (Foreign Market)
Demographic Segmentation
Variables
Age
20-45 years
Income
High income
Occupation
Professionals
Students
Music lovers
Artists
Density
Urban Two designed geographic areas
Geographic segmentation has made on the basis of regions or areas because characteristics of people living in different areas can be different. Apple is a multinational company and it is working at the international level targeting different countries and regions for their products and services (statista.com, 2018). 3a Domestic market description
Domestic market targeting for the Apple iPad is the New York USA that have targeted first for every product/service.
· 10 economic factors
Economic factors are important to categorize the customers with geographical areas are altitude, latitude, climate, immigration conditions, cultural factors, government policies, infrastructure, transportation condition, technology adoption and types of occupations etc. These factors are related economic condition of the selected region. iPad target people who have high income and have the purchasing power to purchase high prices products like iPad.
· 5 population factors
According to the census of 2017, the total population of New York, USA is 19,849,399 that has targeted for iPad in different categories. Other population factors in the region of New York are high education, cultural diversity among people, professional, executives, people who come to visit the place. 3b Foreign market description
The UK is one major targeted country for sale of iPad that.
When it comes to engaging with your customers, do you have the right formula to reach them through their CHANNEL of preference, with the CONTENT they want and at their CONVENIENCE ? How engaged is your brand?
This year, Alterian surveyed nearly 1,500 marketing professionals to see just where brands stand when it comes to expenditure, social media, level of personalization, and whether brands are ready for growth or at risk.
In this presentation Donnell Wright and Russ Taufa, of Alterian's research consulting group, examine survey findings and provide insight into how brand engagement is shifting as well as discuss new marketing opportunities for 2011.
Segments, by their very nature contain groups of individuals who are similar in some ways but, inevitably, different in others.
Descriptors describe general characteristics of the group designed to help targeting but tend to hide many significant differences.
Segment Intelligence provides the ability to understand the up to date composition of segments based on accurate and robust data.
Offline vs. Online Retail: Development - Comparisons - Consumer View; Whitepa...Statista
This whitepaper shows how well traditional retail truly fares against online retail, and provides information on the barriers and chances for both offline retail and e-Commerce.
More information: statista.com
Los números más importantes del 2015 y las tendencias que hay que monitorear en el 2016
The numbers that mattered in 2015 and the trends to watch in 2016
Source: GlobalWebIndex
How to increase sales by building consumer trust in online advertising? Gerry L. H.
This is my graduate and professionals thesis presentation when I studied at ESCP Europe business school and worked at Criteo.
The purpose of this thesis was to study consumer behaviour of online purchasing initially. This study has been realised through geography and demography research, path to purchase journey analysis, as well as consumer online purchasing experience.
I further aimed to assess the consumer attitude and investigate the trust issue of individuals in online advertising. My study then went to how to build consumer trust in online advertising by using different approaches and building closer relationship between online advertising and consumer.
I further believe that solutions including cultural and regional differences in perceptions of digital trust and transparency of personal data will be the key to enhance consumer trust in online advertising and advanced information technologies will improve sales performance.
Copyright: Gerry Long HONG
Photo Credit: Criteo
The Economist Intelligence Unit surveyed consumers to ask what they want from companies and how they rate companies for customer service. And we asked company executives about their attitudes to customer service and how well they think they are doing in joining up all of the new technologies in use today.
Business Case #7 Internet Marketing The Internet has b.docxRAHUL126667
Business Case #7
Internet Marketing
The Internet has been the fastest-growing marketing medium in recent years. As Internet
technology has developed and broadband penetration has increased, numerous opportunities have
arisen which more and more companies are trying to exploit.
This note describes various aspects of online marketing. Each section of the note is self-contained
and addresses a particular theme:
The first section, “The online audience”, explains how, and how widely, the Internet is used today.
A medium is only useful for marketing purposes if it allows sellers to reach potential buyers. This
section looks at online shoppers and their willingness to research and carry out purchases online.
The second section, “Particularities of the Internet”, compares the Internet with other media. The
Internet is different from other media in certain respects, but there is nothing to be afraid of. The
challenge is to exploit its particularities so as get the best possible return on investment.
The third section, “Potential of Internet marketing”, shows how the Internet can be the vehicle for
marketing activities at all stages of the purchase process. Whether the aim is to arouse consumer
interest in a sales proposition, explain the proposition or close a sale, the Internet has the tools to
do it.
The fourth section, “Options for Internet marketing”, describes the most widely used online
marketing tools.
The fifth section, “The Internet marketing market”, presents the players in the market. To find the
right service provider, assuming we have decided what we expect from our online campaign and
how we want to approach it, we need to know the types of companies there are and the services
they offer.
The last section of the note, “Examples of Internet use”, describes some advertising campaigns
that have included the Internet in their media plan. This section is not intended as an exhaustive
sample but presents different ways in which the Internet has been used by companies that
advertise online.
At the end of the note we attach a list of sources of up-to-date information about the Internet.
Although the ideas and concepts set forth in the note are relatively well established, the statistics
are likely to change quite rapidly. Anticipating this eventuality, we indicate public sources from
which the latest figures on Internet marketing can be obtained.
Business Case #7
The Internet Audience
Who is Online?
One of the first questions to be considered when organizing a communication campaign is who
the intended audience is. The larger the population that use a given medium as a source of
information, the more communication options that medium will offer.
The population of Internet users in Spain is around 22.5 million and the population of daily users,
around 12 million. This makes the Internet the sixth most widely used medium.
Figure 1. Penetration of the m ...
Digital State of the Nation Candid Conversations with Marketers regarding Dig...Anthony Baker
In our first report 'Candid Conversations with Marketers regarding Digital Strategy', we spoke with senior marketers about their views, experiences, successes and failures with digital, and the development of digital marketing strategy for their brands.
The Digital State of the Nation Report is a series of qualitative surveys based on in-depth interviews with marketers, CEOs, IT departments and digital marketing suppliers. The reports will analyse commercial digital issues affecting these groups, and it is aimed at improving working partnerships among these decision markers as they manage Australian brands.
Exploring the Top Digital Marketing Company in CanadaSolomo Media
Choosing Solomo Media as your digital marketing company in Canada can propel your business to new heights. With their expertise, innovative solutions, and client-centric approach, they are well-equipped to help you achieve your digital marketing goals. By focusing on strategic planning, leveraging cutting-edge tools, and delivering measurable results, Solomo Media proves to be a valuable partner in navigating the complex world of digital marketing.
Mastering Dynamic Web Designing A Comprehensive Guide.pdfIbrandizer
Dynamic Web Designing involves creating interactive and adaptable web pages that respond to user input and change dynamically, enhancing user experience with real-time data, animations, and personalized content tailored to individual preferences.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Trust Element Assessment: How Your Online Presence Affects Outbound Lead Gene...Martal Group
Learn how your business's online presence affects outbound lead generation and what you can do to improve it with a complimentary 13-Point Trust Element Assessment.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
[Google March 2024 Update] How To Thrive: Content, Link Building & SEOSearch Engine Journal
March 2024 disrupted the SEO industry. Websites were deindexed, and manual penalties were delivered—all to produce more helpful, more trustworthy search results.
How did your website fare?
Watch us as we delve into the seismic shifts brought about by Google's March 2024 updates and explore strategies to not just survive, but thrive in this dynamic digital landscape.
You’ll learn:
- How to create content that is valuable to users (not just search engines) using E-E-A-T.
- How to build links that can boost rankings and withstand algorithm updates.
- Best practices for content creation and link building so you can thrive during algorithm updates.
With Vince Ramos, we'll examine the implications of the latest algorithm changes on content creation, link building, and SEO practices, and offer actionable insights from businesses like yours that have remained steadfast amidst the volatility.
Using real-life case studies, we’ll also show you the effectiveness of manual link building techniques and person-first content strategies.
Whether you're a seasoned SEO professional, a budding content creator, or anyone in between, this webinar will help you weather the changes in Google's algorithms and capitalize on them for sustained success.
Check out this webinar and unlock the secrets to thriving in the new Google era.
Digital Marketing Training In BangaloreHoney385968
https://nidmindia.com/
Landing page optimization is the strategic process of methodically enhancing the various elements and components of a web page with the primary goal of increasing its effectiveness at converting visitors into leads or customers.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
Capstone Project: Luxury Handloom Saree Brand
As part of my college project, I applied my learning in brand strategy to create a comprehensive project for a luxury handloom saree brand. Key aspects of this project included:
- *Competitor Analysis:* Conducted in-depth competitor analysis to identify market position and differentiation opportunities.
- *Target Audience:* Defined and segmented the target audience to tailor brand messages effectively.
- *Brand Strategy:* Developed a detailed brand strategy to enhance market presence and appeal.
- *Brand Perception:* Analyzed and shaped the brand perception to align with luxury and heritage values.
- *Brand Ladder:* Created a brand ladder to outline the brand's core values, benefits, and attributes.
- *Brand Architecture:* Established a cohesive brand architecture to ensure consistency across all brand touchpoints.
This project helped me gain practical experience in brand strategy, from research and analysis to strategic planning and implementation.
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
janani Digital Marketer|Digital Marketing consultant|Marketing Promotion|Coim...janudm24
Myself Janani Digital marketing consultant located in coimbatore I offer all kinds of digital marketing services for your business requirements such as SEO SMO SMM SMO CAMPAIGNS content writing web design for all your business needs with affordable cost
Digital Marketing Services | Techvolt Software :
Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
List of Services offered in Digital Marketing |Techvolt Software :
Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing
1. Search Engine Optimization (SEO)
2. Search Engine Marketing (SEM)
3. Social Media Optimization (SMO)
4. Social Media Marketing (SMM)
5. Campaigns
Importance | Need of Digital Marketing (Online Promotions) :
1. Quick Promotions through Online
2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform
3. Latest Technology development vs Business promotions
4. Creation of Social Branding
5. Promotion with less investment
Benefits Digital Marketing Services at Techvolt software :
1. Services offered with Affordable cost
2. Free Content writing
3. Free Dynamic Website design*
4. Best combo offers on website Hosting,design along with digital marketing services
5. Assured Lead Generation through Search Engine and Social Media
6. Online Maintenance Support
Free Website + Digital Marketing Services
Techvolt Software offers Free website design for all customer and clients who is availing the digital marketing services for a minimum period of 6 months.
With Regards
Janani Digital Marketer
Coimbatore,Tamilnadu.
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
2. Overview
Segmentation and Targeting Overview
Market Segmentation Bases and Variables
Geographic Segments
Important Geographic Segments for E-Marketing
Demographic Segments
Psychographic Segments
Behavior Segments
Targeting Online Customers
Targeting Communities on the Internet
3. Segmentation and Targeting Overview
Companies need to clearly understand the needs and
behavior of its target market. It must have in-depth:
Market knowledge,
A savvy segmentation,
Targeting strategy.
E-marketing strategic planning occurs in two highly
interrelated tiers:
The first tier = segmentation, targeting, differentiation,
and positioning,
Second tier = the 4Ps and CRM.
4. Segmentation and Targeting Overview
Marketing segmentation = the process of
aggregating individuals or businesses along similar
characteristics that pertain to the use, consumption, or
benefits of a product or service.
Targeting = the process of selecting the market
segments that are most attractive to the firm and
selecting an appropriate segment coverage strategy.
5. S
D
S
Internal Data Secondary Data Primary Data
Information: consumer behavior, competitive intelligence
Product
Database
Customer/
Prospect Base
Other Data/
Information
*Marketing Knowledge*
Tier 1
Segmentation
Targeting
Differentiation
Positioning
Tier 2
Marketing
Mix
CRM
Performance
Metrics
Sources, Databases, and Strategy: Tier 1 Strategies
6. Overview
Segmentation and Targeting Overview
Market Segmentation Bases and Variables
Geographic Segments
Important Geographic Segments for E-Marketing
Demographic Segments
Psychographic Segments
Behavior Segments
Targeting Online Customers
Targeting Communities on the Internet
7. Market Segmentation Bases and
Variables
Marketers can base their segmentation of consumer
markets on:
Demographics,
Geographic location,
Psychographics,
Behavior with regard to the product.
Within each base, there are many sub categories.
8. Market Segmentation Bases and
Variables
Companies create segments:
Combining bases + focus on categories =
geodemographics.
Using any combination of variables that makes sense
for their industry.
That can be used to identify and reach the right people
at the right time.
Using any of these four bases alone or in combination
+ many other variables.
Þ To know which variables broadly identify the target
segment + which simply further describe it because
marketers use identification variables to enumerate and
access the target.
9. Bases Geographics Demographic
s
Psychographics Behavior
Identifying /
Profiling
Variable
Examples
City
County
State
Region
Country
Age
Income
Gender
Education
Ethnicity
Activities
Interests
Opinions
Personality
Values
Benefits
sought
Usage level
Brand
loyalty
User status
Segmentation Bases and Examples of Related Variables
10. Overview
Segmentation and Targeting Overview
Market Segmentation Bases and Variables
Geographic Segments
Important Geographic Segments for E-Marketing
Demographic Segments
Psychographic Segments
Behavior Segments
Targeting Online Customers
Targeting Communities on the Internet
11. Geographic Segments
Geographic location of computers is not important to users
accessing Web sites, but it is very important to organizations with an
Internet presence.
Most firms target specific cities, regions, states, or countries with
their product offerings
= develop multisegment strategies based on geographics.
Product distribution strategy is a driving force behind geographic
segmentation:
Companies want to reach only customers in countries where it distributes
products.
Firms offering services online will only sell to geographic areas where
they can provide customer service.
Companies must examine the proportion of Net users in its selected
geographic targets before deciding to serve the Web community.
12. Posadas:
• The leading hotel chain in Mexico,
• Targets tourists in Mexican and United States markets.
• Focuses heavily on the U. S. market and built its first site for the United
States because it recognized that Internet penetration was much higher.
Fiesta Americana Site in Spanish and English Source: www.posadas.com
13. Overview
Segmentation and Targeting Overview
Market Segmentation Bases and Variables
Geographic Segments
Important Geographic Segments for E-Marketing
Demographic Segments
Psychographic Segments
Behavior Segments
Targeting Online Customers
Targeting Communities on the Internet
14. Important Geographic Segments
for E-Marketing
The United States = the largest Internet usage in the world.
10 other country markets have more than 40% Internet penetration.
= 11 countries represent good markets for new technology.
E-marketers use geographic variables for segmentation also
evaluate online markets by region, city, urban area, and so forth.
The quality of a country’s market is evaluated using additional
criteria: infrastructure variables designed to predict their ability to
access and absorb information technology: computer adoption,
information, Internet, social.
In 2001, Sweden and Norway held the top two positions as the
world’s dominant information economies because of a high mobile
Internet access.
15. Rank Country
Percent of
Population
Internet
Users Rank Country
Percent of
Population
Internet
Users
1 United States 64.0 6 United Kingdom 48.7
2 Iceland 60.1 7 Switzerland 46.6
3 Hong Kong 54.2 8 Canada 44.9
4 Sweden 49.4 9 The Netherlands 42.5
5 Norway 48.9 10 Finland 41.3
11 Japan 40.5
Country Markets With Over 40% Internet User Penetration
16. Important Geographic Segments
for E-Marketing
English is no longer the language of most Web pages and online
bulletin boards, a major change from just two years ago.
Top Internet languages:
English (42%),
Japanese (9%),
Chinese (9%),
Spanish (7%),
German (7%).
Huge implications for e-marketers desiring to reach global markets
via the Internet
Until more online text appears in local languages, users in those
countries will not able to participate in e-commerce or other online
activities.
17. English
42%
Portuguese
3% Other
Italian 9%
Japanese
9%
German
7%
Korean 4%
5%
Dutch
Chinese 2%
9% French
3%
Spanish
7%
Less Than Half of Web Users Access in English
Source: Adapted from Cutitta (2002)
18. Overview
Segmentation and Targeting Overview
Market Segmentation Bases and Variables
Geographic Segments
Important Geographic Segments for E-Marketing
Demographic Segments
Psychographic Segments
Behavior Segments
Targeting Online Customers
Targeting Communities on the Internet
19. Demographic Segments
In the Internet’s early years, the typical user was:
A young male, college educated, with a high income = an
innovator.
Now, this is true in countries with low levels of Internet adoption.
In developed nations,
76% of U.S. users are 18-49 years old,
The annual average household income: about $50,000,
The population is almost equally divided by gender.
Þ Knowing that U. S. Internet users mirror the population,
marketers need to identify attractive demographic niches.
20. Occupation
Few years ago, the Internet = a place for the
technologically- and financially-savvy.
Today = a place where U.S. residents from all
professions find something of use.
Þ Huge implications for e-commerce and advertising, and
big changes are still taking place.
21. Occupation
Blue-collar workers:
Are currently the fastest growing online occupational group in the
U.S.
This group is busy surfing and exploring,
Represent a major marketing opportunity because segment
members have not yet developed site loyalty and have some
different product and entertainment needs from users in other
professions.
Other fast growing occupational groups include homemakers (49%),
service workers (37%), and salespeople (34%).
Þ E-marketers can use such facts about occupational segments online
as information and then knowledge to drive e-marketing strategy.
22. Teens and Children
In the US, 75% of 14-17 year olds + 65% of 10-13 year
olds use the Internet:
= “The Net Generation” or Generation Y,
= One of the fastest-growing online niches.
12-17 year old: send e-mail (81%), instant messages
(70%), play games, and purchase music, tickets, and
videos.
58% use the Internet for homework,
Teens’ repeated requests for online access is what
leads families into computer and ISP purchases.
23. Teens and Children
Driving future growth in this market is the fact that 95% of
all U.S. schools now have Internet access.
This market:
Is not impressed with brand names online;
wants utility + particular activities.
Teens spread the news through online word of mouth
(viral marketing).
38% of teens share their online findings with friends = a
great marketing opportunity.
24. Teens and Children
One big problem = payment:
They do not have credit cards for online purchases (only 12% have
purchased online).
Some are allowed to use their parents’ credit cards.
Those over 16 years of age can obtain a debit card.
Innovative approaches such as “Splash Plastic” prepaid cards or “cyber
allowance” accounts deposited at designated online retailers have
emerged.
Important characteristics of this market = the need to be honest
about marketing tactics: revealing the motives behind asking for
personal information.
Teens are eager to play online games, download music and movies,
and sign up for sales promotion premiums and free samples.
25. Ethnic Groups
African Americans:
One of the largest and most quickly growing ethnic groups online in the
United States.
Tend to be younger, more highly educated, and affluent.
Are heavy purchasers of music online and buy less clothing and travel.
Go online from academic and public locations and are less likely to
register at Web sites.
Hispanics:
A huge segment with 14.5 million users + 19-26% growth rate.
55% use the Spanish language when online = a market with unique
needs in the US.
Miami-Fort Lauderdale, Florida is the 15th largest market overall, but 3rd
largest for Hispanic Web users.
Hispanics who use the Internet outspend those non-users by a margin of
7%, a statistic that has caught the eye of marketers.
26. Ethnic Groups
Chinese-Americans:
More than 50% have Internet access,
65% of those are online everyday,
Purchase books, computer products and electronics
online and enjoy a large purchasing power—the
average income is $69,000.
27. Differently Abled
= “The Internet’s next niche” :
Spend 20 more hours a week online than other
Internet users.
Fifty-four million U.S. consumers have disabilities,
health problems, or handicaps that prevent full
participation in work, school, or housework.
Web accessibility guidelines exist to accommodate
disabled people.
BUT this segment is a demographically diverse group,
and tend to have low incomes, making them difficult
and undesirable targets for some firms.
28. Differently Abled
Why do marketers target this segment, despite its low
income and accessibility challenges?
Social values of full accessibility and potential legal action.
To draw a larger consumer audience.
The huge baby boomer group is headed for some of these
problems as they reach age 65 and older.
This market can be a productive target: The 2000 Paralympic
Games from Australia last fall experienced good traffic.
Most importantly, a market consisting of 54 million Americans
has a great deal of purchasing power.
29. Overview
Segmentation and Targeting Overview
Market Segmentation Bases and Variables
Geographic Segments
Important Geographic Segments for E-Marketing
Demographic Segments
Psychographic Segments
Behavior Segments
Targeting Online Customers
Targeting Communities on the Internet
30. Psychographic Segments
User psychographics include:
Personality: Traits (other-oriented / self-oriented)
and habits,
Values: Deeply held convictions (religious
beliefs),
Lifestyle: Non-product-related behavior
Activities: (playing sports or eating out),
Interests: Attitudes and beliefs people hold.
Opinions:
31. Attitudes And Behaviors
How do attitudes and behavior differ?
Attitudes:
Internal evaluations about people, products, and other
objects,
Either positive or negative,
The evaluation process occurs inside a person’s head.
32. Attitudes And Behaviors
Behavior:
Refers to what a person physically does (calling a 1-
800 number to order, shopping, or purchasing a
product),
Product behaviors are such a vital segment descriptor
that they form an entirely separate category.
Psychographics:
The general ways that consumers spend time,
Help e-marketers define and describe market
segments so they can better meet consumer needs,
Important for Web page design.
33. Attitudes Toward Technology
Marketers believe that demographics are not helpful in
predicting who will purchase online.
BUT it is important to know which demographic target is
online.
Þ The segment’s attitudes toward technology determine
whether or not these users will buy when they surf the
Web.
34. Attitudes Toward Technology
Forrester Research measures consumer and business
attitudes toward technology.
The system, Technographics, works by combining
three specific variables:
1. Determine if a person is optimistic or pessimistic
toward technology,
2. Measure a user’s income level ( important determinant
of online shopping behavior),
3. Query users about their primary motivation for going
online.
35. Attitudes Toward Technology
Examples of the 10 consumer technographics segments in
the United States:
Fast Forwards the biggest users of business software
New Age Nurturers the most ignored group of technology consumers
Gadget Grabbers buy low cost, high-tech toys such as Nintendo
Traditionalists use VCRs but not much more
Media Junkies love TV and are early adopters of satellite television
36. Motivation for Using Internet
Career Family Entertainment
Technology
Optimists
52%
High
Income
(>$40,000)
Fast Forwards
12%
New Age
Nurturers
8%
Mouse Potatoes
9%
Low
Income
(<$40,000)
Techno-Strivers
7%
Digital Hopefuls
7%
Gadget Grabbers
9%
Technology
Pessimists
48%
High
Income
Handshakers
7%
Traditionalists
8%
Media Junkies
5%
Low
Income
Sidelined Citizens 28%
Consumer Technographic Segments and Proportion in the United States
Source: Adapted from Modahl (2000)
37. Attitudes Toward Technology
Forrester’s research revealed some interesting findings:
Technology optimism declines with age:
Older users tend to have a more negative attitude toward
technology,
Their attitudes may be less negative if they use a PC at work or
live in one of the largest 50 U.S. cities,
Men tend to be more optimistic,
Peer pressure can increase optimism in all demographic
groups,
Income:
40% of high-income citizens are optimistic,
Certain low-income groups such as college students and young
families are also optimistic about technology.
38. Attitudes Toward Technology
How do these findings translate to online purchasing?
Twice as many high-income optimists shop online (19%) compared
with other groups.
Only 2% of low-income pessimists shop online and, therefore, are
not a good target for e-commerce firms.
Combining Technographics with adopter categories,
Early adopters = high-income technology optimists = the first consumers
to shop online.
Laggards = low-income pessimists = last to shop online.
Technographic segments can be used to profile customers who shop
online and to determine where to allocate resources to attract more
of the same.
39. Overview
Segmentation and Targeting Overview
Market Segmentation Bases and Variables
Geographic Segments
Important Geographic Segments for E-Marketing
Demographic Segments
Psychographic Segments
Behavior Segments
Targeting Online Customers
Targeting Communities on the Internet
40. Behavior Segments
Two behavioral segmentation variables are:
Benefit segmentation: form groups of consumers based on the
benefits they desire from the product.
“70% of online shoppers can be segmented into two groups:
Bargain hunters: includes Hooked, Online & Single (16%), Hunter-
Gatherers (20%)
Convenience shoppers: includes Time-Sensitive Materialists (17%),
brand loyalists (19%), E-Bivalent Newbies (5%), and Clicks & Mortars
(23%).”
Product usage:
Light, medium and heavy product usage.
Brand loyal, loyal to the competitive product, switchers (who don’t care
which brand they use), and nonusers of the product.
41. Benefit Segments
On the Internet, there is something for everyone:
information, entertainment, news, social meeting places,
and more.
Þ Marketers form segments based on the benefits sought
by users to design products to meet those needs.
Þ What better way to determine benefits sought than to
look at what people actually do online?
Check which Web sites are the most popular.
Sites report monthly on the top online properties displays the top
Web site parent companies.
AOL, MSN, and Yahoo! are consistently among the top sites in
most countries.
42. Benefit Segments
Commonly used segmentation variables:
E-mail: 8 billion e-mails flying over the Internet
worldwide.
Shop.
Information search.
Online stock trading and online banking.
Online banking has a high usage but online stock
trading is quite active.
Streamies: People who listen to online audio.
43. •Rank •Parent Company •Millions of
Visitors
•Percent Reach of
all Users
•1 Microsoft 39.4 50.7
•2 AOL Time Warner 37.2 47.9
•3 Yahoo! 33.8 43.5
•4 Google 10.9 14.0
•5 eBay 9.0 11.5
•6 Terra Lycos 8.0 10.3
•7 About-Primedia 7.3 9.4
•8 Amazon 7.1 9.2
•9 The Gator Corporation 6.0 7.6
•10 USA Network 5.3 6.8
Top Web Properties in June 30, 2002 Source: Data from www.nielsen-netratings.com
44. Usage Segments
E-marketers:
Identify segments according to how users behave and
use the Internet.
Profile the segments by user characteristics,
geographical location, and so on.
Difference between usage-based segmentation
and user-based segmentation
= when users shop online:
sometimes they browse aimlessly,
but sometimes they have a specific goal.
45. Home and Work Access
Segmentation by access point is important because the needs are
different:
Home:
80% of home users have slow connection speeds, making large graphics
and other files undesirable on sites frequented from home.
A small but growing number of households have more than one PC and
are networking them within the home.
Work:
42 million U.S. users access the Internet from work.
People spend nearly twice as much overall time online than those who
access only from home.
The audiences in all countries are much more heavily male.
46. Home and Work Access
The most popular sites for U.S. at-work access follow:
Telecom or Internet services (29.7 million visitors)
Finance, insurance, or investment (21.2 million visitors)
Travel (18.4 million visitors)
Corporate information (14.6 million visitors)
Special occasions such as greeting cards, gifts or flowers (14.1
million visitors)
E-marketing strategists can use such information to
target their Web site offerings.
Strategies might include special products, the language
in sites, and the amount of interactivity and multimedia
possible for work users.
47. Access Speed
The type of Internet connection + the information
receiving appliance both affect usage behavior. Faster
connections at work allow users to receive larger data
files filled with multimedia content.
20% of the U.S. population has broadband Internet access from
home (21.9 million).
25.5 million office broadband users (60%).
Home users:
Are connected through ISPs offering cable modems and DSL
(satellite).
Cost is still a barrier for many home users.
Broadband penetration is nearly high enough to reach the critical
mass needed for true video and audio program delivery on
demand. This will certainly change the face of the Web.
48. Access Speed
Broadband users operate differently from narrowband
users online. They:
Play audio CD’s (75%),
Play online games (60%),
Download music (48%),
Watch streaming video or DVD’s (67%).
Mobile wireless users have very small screens and slow access
speed.
About 200 million wireless devices were in use during
2001 = hard for marketers to resist!
13.1 million PDAs (personal digital assistants)
The majority of the other 187 million devices are cell phones.
49. Access Speed
Wireless users do a lot more than talk on their cell phones. They send and
receive data—anyplace, anytime:
E-mail and voice mail,
Online banking,
Access Internet,
Track information on package shipment, stock quotes, airline schedules and
changes, and news.
Wireless devices cannot access typical Web pages on their tiny screens
Þ Site developers have a mobile viewing mode and a regular viewing mode.
Þ The mobile mode = 100% text and serves precise information on demand.
The mobile wireless segment = huge opportunities for firms wanting to
produce wireless portals: a customized point of entry to the Net where
subscribers can access Web sites and information in text format.
Big technical problems BUT the market is unstoppable and will grow
considerably.
50. Activity
Data
Service % Activity
Data Service
%
E-mail, Fax, Voice mail 30 Mobile office 7
Online banking 15 Telemetry 5
Location dependent
15 Games 3
information services
Internet access/surf 13 Payments 1
simple info services 10 Telematics (in car) 1
2002 Predicted Revenue Proportion for Data Type on Mobile Devices Worldwide Source: Fichter (2001)
51. Time Online
Although the Internet has been growing, not all the people with
access are as active logging on as others.
Six user segments based on the active user’s time online, pages,
domains accessed, and the amount of time spent per Web page:
Simplifiers want end-to-end convenience.
Surfers want what’s new.
Connectors are novelty seekers.
Bargainers look for deals..
Routiners want something special..
Sportsters desire highly interactive content.
These segments are likely to overlap because people use the
Internet for different purposes at different times—such as research,
e-mail, chat, work, and so forth.
52. Segment Important Facts Online Time
Simplifiers
50% of total online purchases.
49% have been online for over 5 years.
Longest online tenure.
7 hours per month.
Surfers
8% of active user population.
32% of online time usage—far more than
any other segment.
More than the average 9.8 hours per
month.
Connectors
36% active user population.
40% have been online under two years.
42% have made online purchases.
Less than the average of 9.8 per
month.
Bargainers
8% of active user population
52% are eBay users
Less than the average of 9.8 per
month.
Routiners
6% have purchased online.
They visit fewer domains.
9.8 hours per month.
Sportsters 4% of active user population. 7.1 hours per month.
User Segments Based on Online Viewing Behavior
Source: Adapted from McKinsey and MediaMetrix study
53. Industry Specific Usage Segments
Segmenting by usage vary from one business type to the other.
Þ Visitors to car sites behave differently than visitors to other e-commerce.
Þ Even serious car buyers tend to visit car sites only a few times—64%
of all buyers complete their online research in five sessions or fewer.
Three visitor segments for car Web sites:
Explorers are the smallest group, but almost half buy their new vehicle
within two months of visiting a car site. They want a convenient, explicit
buying process.
Off-roaders tend to do a lot of research online and subsequently are
very likely to purchase in an offline showroom.
Cruisers visit car sites frequently but only 15% buy a car in the short
term Still, they have a strong interest in cars and heavily influence the
car purchases of others, making them important visitors.
54. Targeting by Usage Occasions
Marketers identify segments based on how consumers are using the
Web at particular moments
= occasionalization. Behavior patterns
= “usage occasions.”
4 key variables for defining discrete clusters of online behavior:
Session length—the time a user stays online.
Time per page—the average time a user spends on each page during
a session.
Category concentration—the percentage of time a user spends at
sites belonging to the most frequented category.
Site Familiarity—the percentage of total session time a user spends
at familiar sites, defined as those previously visited four or more times.
55. Targeting by Usage Occasions
7 Occasionalization Segments:
1. Quickies: users concentrate on visits to two or fewer familiar
sites extracting specific bits of information or sending e-mail
(duration = 1 minute).
2. Just the Facts: users look for specific information from related
sites = transaction-oriented or time-consuming sites such as
shopping, travel, and sports sites (duration = 9 minutes).
3. Single Mission: users want to complete a certain task or gather
specific information (involve more reading), duration = 10
minutes.
56. Targeting by Usage Occasions
7 Occasionalization Segments:
4. Do It Again: users spend 95% of the session at familiar sites for
auctions, games, investments (duration = 14 minutes).
5. Loitering: leisure visits to familiar sticky sites, such as news, gaming,
and entertainment sites. (duration = 33 minutes).
6. Information Please: used to build in-depth knowledge of a topic by
gathering broad information from a range of sites, typical for travel and
automotive Web sites (duration = 37 minutes).
7. Surfing: 70 minutes, with few stops at familiar sites with wide, but not
deep, exploration. Users gravitate to sites that grab their attention
immediately, such as shopping, online communities, and news.
57. Why Use Occasionalization in Targeting?
None of the session types was dominated by a single demographic group.
Usage occasion data + demographics, online marketers:
Raise the chances of communicating with their target consumers when they are
paying attention to and influenced by the message.
Can tailor their environments in real-time to meet the interests of the user + the
occasion.
By examining how the four session variables (session length, time per page,
category concentration, and site familiarity) define the different segments,
Þ A marketer can identify behavioral patterns that can help in the creation +
placement of communications.
Occasionalization allows marketers to reach a larger number of users more
effectively by pinpointing when they are most likely to be receptive.
58. Reaching Users During Sessions
When sessions are long:
Þ Marketers want to post messages to generate click-throughs to their
own sites as a way to build brand awareness.
In Surfing occasions, user behavior is impatient, impulsive clicking.
Þ Site or message need to be interesting to appeal to impulse users
attracted to novelty.
When the sessions are shorter: Users are less inclined to buy,
Þ Click-throughs should be the goal only in very specific situations.
How can marketers identify usage sessions?
Þ Cookies are small bits of text placed on user hard drives that allow
Web sites to identify users and send them the appropriate
advertising.
59. Overview
Segmentation and Targeting Overview
Market Segmentation Bases and Variables
Geographic Segments
Important Geographic Segments for E-Marketing
Demographic Segments
Psychographic Segments
Behavior Segments
Targeting Online Customers
Targeting Communities on the Internet
60. Targeting Online Customers
Marketers must select the best potential segments for targeting:
Review the market opportunity analysis,
Consider findings from the SWOT analysis,
Look for the best fit between the market environment and the firm’s
expertise and resources.
Sometimes it is easy to discover a new segment and experiment with
offers that might appeal to this group.
Other times it is a lengthy and thorough process.
Þ To be attractive, an online segment must be accessible through the
Internet, sizable, growing, and hold great potential for profit.
61. Targeting Online Customers
E-marketers select among 4 targeting strategy:
1. Mass marketing = undifferentiated targeting = when the firm
offers one marketing mix for the entire market.
2. Multi-segment marketing = when a firm selects two or more
segments and designs marketing mix strategies specifically for each.
Most firms use a multi-segment strategy.
3. Niche marketing = when a firm selects one segment and
develops one or more marketing mixes to meet the needs of that
segment.
4. Micromarketing, = individualized targeting = when a firm
tailors all or part of the marketing mix to a very small number of
people.
The Internet’s big promise is individualized targeting =giving
individual consumers exactly what they want at the right time and
place.
62. Overview
Segmentation and Targeting Overview
Market Segmentation Bases and Variables
Geographic Segments
Important Geographic Segments for E-Marketing
Demographic Segments
Psychographic Segments
Behavior Segments
Targeting Online Customers
Targeting Communities on the Internet
63. Targeting Communities on the Internet
The Internet is ideal for gathering people with similar interests and
tasks into communities.
People join communities to feel connected with others who have the
following common interests:
44.8% with folks who share their hobbies;
31.5% with other professionals;
27.2% with family members;
15.7% in support groups…
Targeting can be achieved by building community through online
chat rooms, discussion groups, bulletin boards, and online events.
Motivation: value received in both information and social bonding.
Þ A firm needs to build and maintain the watering hole to present
products and messages customized to the group’s interests.
64. Targeting Communities on the Internet
Two of the most publicized consumer community sites
include:
Yahoo! GeoCities: Members build Web pages that Yahoo!
hosts for free and also join in chats and bulletin board
postings geocities.yahoo.com.
Google groups provides Web access to the Usenet with
over 35,000 special interest bulletin board discussion
groups and 700 million community messages.
Business communities also play a big role in B2B commerce.
Þ Most professionals subscribe to discussion groups
containing information in their field, and many Web sites
promote community.
65. Targeting Communities on the Internet
In discussion groups, users feel part of the site by posting
their own information and responding to other users.
Amazon allows users to write their own book reviews and
read the reviews of others.
Þ These kinds of Web sites encourage users to return again
and again and see what their cyber friends are discussing
and doing online.
68. Review Questions
1. Define the four main segmentation bases and
list at least two segmentation variables for each.
2. Why do e-marketers need to measure attitude
toward technology? What measures are
available?
3. What benefits do consumers seek online?
4. How do benefit segments differ from usage
segments?
5. What is occasionalization and why is it important
for effective e-marketing?
6. How does micromarketing differ from multi-segment
marketing, niche marketing, and mass
marketing?
7. Why would an e-marketer want to create or
nurture a Web site for building a community?
69. Discussion Questions
1. Underdeveloped countries tend to have sharper class divisions than
exist in the United States. It is not uncommon for 2% of the
population to control 80% of the wealth. As a marketer, how would
you use this knowledge to develop a segmentation strategy for
targeting consumers in these countries?
2. Booz-Allen and Nielsen/NetRatings suggest that successful e-tailers
will change their approach from one size fits all to a series of parallel
sites targeted to appeal to multiple usage occasions. The challenge
for e-tailers, they say, is to use technology to detect which occasion
a user entering the site may be in and to use that information to
trigger an interface geared to that occasion. Do you agree? Defend
your position.
70. Discussion Questions
1. Many parents are upset that some Web sites specifically target
children and young teens. Outline the arguments for and against a
company such as MyKindaPlace.com (featured in the opening
vignette) using this segmentation and targeting strategy. Which side
do you support—and why?
2. Some company managers forbid employees from using the Internet
for non-work-related activities. What are the implications for e-marketers
that segment their markets using the variable of home and
work access?