Segmentation: The First Critical Decision
More time is given to debates over whether and how to segment an audience than to any other decision made in a social marketing program. And for good reason. The process of segmentation distills the aspirations and predilections of stakeholders and designers into an essence that will (or a least should) permeate every aspect of the program.
In some of the recent work I have been doing, we have been looking at the question of audience segmentation from the perspective of addressing three basic questions: Who are the people at highest risk? Who are the people most open to change? and Who are the people/groups critical to the success of the program? [Read full article]
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