The need for a 3D segmentation
The complexity of the modern world created complex customers.
Many managers still have the focus on marketing management theories which have worked for 50 years, but are in constant challenge by current realities. One of them is the segmentation.
Segmentation is a powerful tool for marketing, for it is the cornerstone of the product development: different customers demand different products. But which segmentation is useful?
Business schools teach that the first types--because they're simple and straightforward--are age and location segmentation. It makes sense. But is it enough? Maybe in the 1960's, definitely not now. People grow "old" for some products much later than it was usual (videogames) , yet faster for others. For some products (think LEGO) some people almost "revert to childhood" later in life. But the issue is: the usage patterns are changing faster than ever, not depending primarily on age or location.
Then you go (up in complexity) to my favourite: the behaviour segmentation, in short, the type of customer in terms of urban/fashion/connectivity, which have become much more cross-age and cross-geographic. The main advantage of this more dynamic segmentation is that it tracks usage so the segments can be smaller but more accurate in delivering the right product for the right... market niche. Managing these niche segments is indeed a demanding task, but it allows, for instance, to keep a highly-customizable product product profitable.
Yet the main issue with the "traditional segmentation" is taking the customer as a sort of independent agent. It's 2D, and it forgets the social network input.
The jump for 3D segmentation is the key for the future. The only "given" is that one of the axis must be the social dimension. The other two should come from the behavioural segmentation.
Is it easy? Not at all. First of all, the visualization. I present you as a sample of my WIP for advertising in the telecom industry.
One solution is splitting the "Cuebe" (got it? it gives "cues") into three 2D graphs. Whatever way you want to do it, remember, it's fundamental and critical for your company's future. Start thinking now!
Many managers still have the focus on marketing management theories which have worked for 50 years, but are in constant challenge by current realities. One of them is the segmentation.
Segmentation is a powerful tool for marketing, for it is the cornerstone of the product development: different customers demand different products. But which segmentation is useful?
Business schools teach that the first types--because they're simple and straightforward--are age and location segmentation. It makes sense. But is it enough? Maybe in the 1960's, definitely not now. People grow "old" for some products much later than it was usual (videogames) , yet faster for others. For some products (think LEGO) some people almost "revert to childhood" later in life. But the issue is: the usage patterns are changing faster than ever, not depending primarily on age or location.
Then you go (up in complexity) to my favourite: the behaviour segmentation, in short, the type of customer in terms of urban/fashion/connectivity, which have become much more cross-age and cross-geographic. The main advantage of this more dynamic segmentation is that it tracks usage so the segments can be smaller but more accurate in delivering the right product for the right... market niche. Managing these niche segments is indeed a demanding task, but it allows, for instance, to keep a highly-customizable product product profitable.
Yet the main issue with the "traditional segmentation" is taking the customer as a sort of independent agent. It's 2D, and it forgets the social network input.
The jump for 3D segmentation is the key for the future. The only "given" is that one of the axis must be the social dimension. The other two should come from the behavioural segmentation.Is it easy? Not at all. First of all, the visualization. I present you as a sample of my WIP for advertising in the telecom industry.
One solution is splitting the "Cuebe" (got it? it gives "cues") into three 2D graphs. Whatever way you want to do it, remember, it's fundamental and critical for your company's future. Start thinking now!
posted by Andre' Serranho at
00:33
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