Choose who to target
What is it?
Because people are different, a crucial element of a marketing strategy is selecting target audiences. Segmentation is the process of identifying groups with similar needs or preferences, who will respond in a similar way to a given set of stimuli and activities. More >
It may be appropriate to group and cluster behaviours to understand what motivates the audience and help develop specific objectives for the intervention.
Behavioural clustering involves identifying and grouping the many behaviours which can make up a particular problem, or desired, behaviour. For example, what are the behavioural steps needed to take more exercise? More >
Why do this?
The benefits of segmentation and targeting your approach are:
- Increased knowledge and understanding of the target audience
- It is easier to identify trends in the target audience
- More efficient use of resources
- Interventions and programmes can be tailored more effectively
Ability to set meaningful objectives. More >
How might you do this?
Bring together the key players to consider the target audience. More >
Check that key players understand the meaning and importance of audience segmentation. More >
Identify segmentation criteria and variables, bearing in mind that there are many potential segmentation variables to choose from.
Focus on those variables relating to the desired behaviour as well as problem behaviour. More >
Evaluate potential target audiences once they have been identified. More >
You might find it useful to look at an approach to segmentation carried out in 2006 by the Department of Health
If the secondary evidence is insufficient, select up to three target audiences with whom you can conduct primary research.
Remember, research can be expensive so the more focused your brief, the more economical it will be.
Encourage people to describe behaviours in as detailed a way as possible, then cluster these specific examples into groups that show similar features.
Avoid blanket and non-specific behaviours, for example, for food behaviour ‘eating high fat foods’ is too general – be more specific.
A list of specific target audiences, described by segmentation variables.
An analysis of the viability of each target audience according to specific criteria.
A behaviour tree for a specific generic behaviour.
A clear understanding of whose behaviour the social marketing intervention must address.
Identifying specific target audiences which fulfil the criteria for effective segmentation and targeting.
A better understanding of the many behaviours which contribute to the overall ‘generic’ behaviour.
A good basis for analysing the determinants of behaviour, identifying appropriate interventions and setting realistic goals.
Chagua nani wa kulenga Ni nini? Kwa sababu watu ni tofauti, kipengele muhimu cha mkakati wa uuzaji ni kuchagua watazamaji lengo. Segmentation ni mchakato wa kutambua makundi na mahitaji sawa au upendeleo, ambao itakusaidia katika njia sawa kwa seti fulani ya vichocheo na shughuli. Inaweza kuwa sahihi kuunganisha tabia na makundi ili kuelewa nini kinachochochochea watazamaji na kusaidia kuendeleza malengo maalum kwa ajili ya uingiliaji. Clustering tabia inajumuisha kutambua na makundi ya tabia nyingi ambayo inaweza kufanya tatizo fulani, au taka, tabia. Kwa mfano, ni hatua zipi za tabia zinazohitajika ili kufanya mazoezi zaidi? Zaidi > Kwa nini kufanya hivyo? Faida za segmentation na lengo mbinu yako ni: - Kuongezeka maarifa na uelewa wa watazamaji lengo - Ni rahisi kutambua mwenendo katika watazamaji lengo - Matumizi ya ufanisi zaidi ya rasilimali - Interventions na mipango inaweza kuwa tailored kwa ufanisi zaidi - Uwezo wa kuweka malengo ya maana. Zaidi > Unaweza kufanyaje hivyo? Kuunganisha wachezaji muhimu kuzingatia watazamaji lengo. Zaidi > Angalia kwamba wachezaji muhimu kuelewa maana na umuhimu wa segmentation watazamaji. Zaidi > Kutambua vigezo segmentation na vigezo, kukumbuka kwamba kuna wengi uwezekano segmentation vigezo kuchagua kutoka. Lenga juu ya wale vigezo kuhusiana na tabia taka kama vile tabia tatizo. Zaidi > Tathmini watazamaji wa lengo uwezekano mara moja wao wamekuwa kutambuliwa. Kwa mfano, unaweza kuamua kuamua idadi ya watu ambao utahitaji kuwahudumia katika utafiti wa msingi, lakini ikiwa ushahidi wa pili hautoshi, chagua hadi watu watatu ambao utaweza kufanya utafiti wa msingi. Kumbuka, utafiti unaweza kuwa wa gharama kubwa kwa hivyo kadiri unavyozingatia maelezo yako, ndivyo itakavyokuwa ya kiuchumi zaidi. Washauri watu kuelezea tabia kwa njia ya kina iwezekanavyo, kisha kuunganisha mifano hii maalum katika makundi ambayo yanaonyesha sifa sawa. Kuepuka blanket na tabia zisizo maalum, kwa mfano, kwa ajili ya tabia ya chakula "kula vyakula mafuta ya juu" ni ya jumla sana <unk> kuwa maalum zaidi. Orodha ya watazamaji maalum lengo, ilivyoelezwa na vigezo segmentation. Uchambuzi wa uwezekano wa kila watazamaji lengo kulingana na vigezo maalum. Mti wa tabia kwa ajili ya tabia maalum generic. Uelewa wazi wa tabia ambayo uingiliaji wa uuzaji wa kijamii lazima ushughulike. Kutambua watazamaji maalum wa lengo ambao hukidhi vigezo vya kugawanyika na kulenga kwa ufanisi. Uelewa bora wa tabia nyingi ambazo zinachangia tabia ya jumla ya "ya kawaida". Msingi mzuri wa kuchambua mambo yanayoamua tabia, kutambua hatua zinazofaa na kuweka malengo ya kweli.