Articles and ideas which relate to the creation of customer segments. With a focus on how they relate to marketing, creative and e-Commerce.
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Why read this? : We walk through the steps to build an e-Commerce strategy for an example pizza delivery business. Learn how an external analysis identifies opportunities, and how to plan internal capabilities. We then review
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? : Your media agency handles the biggest part of your marketing budget. We share how to maximise the value you get from them. Learn what services your media agency should offer. What objectives
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 lessons from storytelling can improve the impact of your marketing communications. Learn why stories are such an effective way to communicate, and what that means for marketing. And
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.