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Marketing Segmentation and Distribution Channels.

Marketing targeting is an essential part of brand awareness and effectiveness. Faced with the development of multichannel communication, the CRM / media relationship must be rethought, and the segmentation of target profiles refined.

In the age of personalization marketing, consumers demand that brands send messages and offers tailored to their sensibilities and expectations.

For both performance and impact reasons, brands must, therefore, more than ever optimize the targeting of their marketing and communication actions to provide adequate customer experience.

Connected generation, ultra related brand.

In recent years, digital technology has dramatically transformed our relationship with information. Data on the Web has experienced a real explosion: sites, forums, social networks.

Information and communication technologies, supported by the ATAWAD (“Anytime, anywhere, any device”) phenomenon, have provided tremendous opportunities. Brands have been able to ride the multichannel development, and a large number of them are now present in the daily lives of consumers by skillfully exploiting these different channels.

This development has been made possible thanks to tools for publishing information that is both easy to use and super powerful: microblogging and blogging tools, social networks (Twitter, Facebook, Instagram, etc.). So much so that today there are many ways to interact with your community of interest or fans.

Which channel for which objective?

Should the brand conquer new markets and prospects or instead retain customers who will tend not to renew their services? The advertiser must also consider the company’s general situation (health, workforce, strategy, etc.) and the digital assets at its disposal. Is it already represented on the web, and to what extent? What are digital tools available (devices, type of site, etc.)? How important is the acquisition of new customers and the need to increase ROI?

The various distribution channels must be chosen and weighted according to the marketing objectives:

 

  • Business: increase in sales, local traffic engagement at points of sale, turnover, after-sales service management.
  • Development of the notoriety of a product or a service that has already acquired a particular influence.
  • Reach specific communities (certain age groups, communities of affinity, ethnicities, etc.) or raise awareness of a cause (a vaccination campaign for children, for example, with an online advertising campaign).
  • Risk management: counter any “external attacks” aimed at devaluing a brand by the negative perception that some may have; defend against a lousy buzz… or guard against it.
  • Development of the employer brand, vector of HR communication (for example, by creating a campaign highlighting the profiles of young recruits).

Content strategy: to pay or not to pay?

A strategy of “paid, owned, and earned media” will provide the means necessary to disseminate information to achieve the objectives. In general, we can remember that if it is for a brand to obtain rapid results, a Paid Search / Adwords campaign strategy remains the best solution. We can also pay bloggers identified as influential, who will relay the brand’s message through a quality speech. If the brand’s goal is to increase ROI, the display campaign will be preferred – display continues to represent a large part of the purchasing levers. 

The implementation of a fundamental strategy based on proprietary content (owned media) and social networks will, at the same time, make it possible to maintain the gains. A major issue for brands in the face of growing competition is that it has become essential to maintain customer relations. This is where social networks play their role entirely since they are an excellent tool for interacting with your community of fans, without ever forgetting that it is also necessary to know how to collect and exploit spontaneous advertising (earned media): quotation of a journalist in an article or the opinions and comments left by potential customers online.

A relevant marketing campaign, therefore, means getting the right message to the right place. But for that, it is still necessary to have the right decision-support tools. They alone will enable the departments concerned to make the right strategic choices and to generate short decision cycles.