segmentatie Archives - Pagina 2 van 2

‘Jonge marketeers moeten vastgeroeste ideeën over seniorenmarketing loslaten’

Posted on 13/11/201715/04/2021 by Alva van Beek

Het wordt tijd dat we vastgeroeste ideeën over seniorenmarketing loslaten. Want niet alle 50-plussers zijn hetzelfde. Een nieuwe generatie ouderen is zeker ‘in’ voor nieuwe dingen, zo blijkt een onderzoek van SAMR Marktvinders.

Een positieve levenshouding, tomeloze energie en vaak een volle beurs. Niet voor niets is de focus van de markt steeds meer gericht op de ‘doelgroep ouderen’. Die de PvdA en CDA heeft losgelaten voor 50plus, de Union inruilt voor een elektrische fiets en de bingoavond links laat liggen om leeftijdsgenoten te ontmoeten via datingsites.

Lees deze blogpost van Lisanne van Drunen op Marketingonline

Should your brand launch a youth sub-brand?

Posted on 18/09/201715/04/2021 by Alva van Beek

Marketers are always talking about wanting to appeal to millennials but a number of brands are now taking this a step further and launching sub-brands targeted specifically at this generation.

Earlier this month, Vodafone unveiled Voxi, a mobile network designed specifically for under-25s. It offers young consumers three SIM-only mobile plans, with free data for social media apps such as Instagram, Facebook and Twitter.

Dan Lambrou, who is heading up the Voxi brand, believes Vodafone needed to launch a new brand because it tends to “underscore” with this audience. When it launched a similar proposition in Portugal with sub-brand Yorn, it grew its share of this segment to 60%, he claims.

“This audience is in unison when it comes to the way they use mobile phones. They are financially constrained, tired of being tied to contracts, spend most of their time messaging people on social media – so the plan is to address those needs directly,” he says.

Lees dit artikel op Marketingweek

Mark Ritson: Only crap marketers mistake stereotypes for segments

Posted on 12/09/201715/04/2021 by Alva van Beek

There has always been a very uncomfortable proximity between segments and stereotypes. The only difference is data. If I say that women like pink and men like blue I am a sexist moron. But if I have a survey of a representative sample of the British public that shows a statistically significant skew of female consumers preferring the pink version of my product and a male preference for the blue alternative, I am a marketer armed with insight.

Tricky stuff, eh?

Lees dit artikel op Marketingweek

Mark Ritson: There’s a new weapon in the targeting armoury Psychographic segmentation

Posted on 15/02/201715/04/2021 by Alva van Beek

Psychographic segmentation has been out of favour for a while despite its obvious usefulness, but combining it with behavioural and addressable data creates a potent mix that could make targeting supremely effective.

In many ways, 2016 seems like a lifetime ago. Cast your mind back to February 2016 and you will recall a very different place. We had the effortlessly cool and immensely reassuring figure of Barack Obama making most of us feel like the free world was in safe hands. The UK was an established and essential member of Europe and, aside from a few right-wing nutters, the future of the British Isles was inextricably and irrevocably entwined with our Euro-cousins.

And then it all changed. First, Brexit took this country by storm on that overcast day in June. A few months later, despite pussy-grabbing and wall-building his way through his election campaign, the Donald duly became the 45th president of the United States.

Bron en volledig bericht: Marketingweek