All articles and content relating to segmentation, targeting and positioning. An important marketing planning process which identifies customers and how you’ll go after them.
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Why read this? : We share our 3 most popular lessons from 2022. Learn which of our marketing, creative and e-Commerce articles created the most interest, and why. Read this to close out 2022 with
Why read this? : We use the 5Ws approach on e-Commerce market research. Learn how asking who, what, where, when and why helps you work out how to research online shopping. Read this to learn how
Why read this? : We walk through the creation of an e-Commerce strategy for an example pizza delivery business. Learn how to identify opportunities, and plan capabilities. We share the key decisions which drive the
Why read this? : We explore how to look for e-Commerce growth opportunities. Learn which strategies work best for different sources of growth. We share how to identify your ideal customers, and how to position yourself
Why read this? : Building a market attractiveness model helps you decide which customers to target. We go through the process of how you build one. Learn from our example how to gather the data and
Why read this? : The Ansoff matrix shows there’s 4 different ways to grow your business. Learn the pros and cons of each, with real-life examples. We also share a case study where a business
Why read this? : We look at how you work out which type of marketing agency you need. Learn the pros and cons of using generalist or specialist agencies. And the key expertise areas where you
Why read this? : We share what’s good and bad about early adopters. Learn why they’re such an attractive segment for new products and services. But also why it takes a lot of work to keep
Why read this? : We look at where you start when looking for e-Commerce insights. Learn the information sources and processes which got us through our first e-Commerce insights project. Read this to learn how
Why read this? : We go through the key steps in the segmentation research process. This process helps you divide customers into groups who have similar needs. Learn why these segments matter. And learn how and
Why read this? : Your e-Commerce positioning defines which shoppers you go after and how you’ll persuade them to buy. We share how you create a positioning map and statement. Learn from our examples of
Why read this? : We share how to create and use customer segment profiles to define and describe your target audience. Learn how and where to use these profiles to make your marketing story more relevant.