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 of building an e-Commerce strategy for an example pizza delivery business. That includes an external analysis to identify opportunities, and how to plan for internal capabilities. We
Why read this? : We look at how to uncover e-Commerce growth opportunities. Learn how to identify sources of growth. And how to position yourself with the highest potential customers in the market. Read this to
Why read this? : The biggest part of your marketing budget goes through your media agency. We share how to maximise the value you get for that spend. Learn what services media agencies provide. 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 approach, with real-life examples. We also share a case study where a
Why read this? : You can improve the impact of your marketing by applying lessons from storytelling. We share why stories are such an effective way to communicate, and ways you can use them in
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? : Customer segment profiles help you define and describe your target audience. We share how to create and use them. Learn why being able to describe your customer helps focus your marketing