A recent Compete survey on segment-driven marketing found that marketers are focusing their segmentation efforts in online and search engine marketing activities, and while only 39% of US marketers surveyed believe segment-driven marketing is very important in their organization today, 84% indicate that it will be more important three years from now.
US Marketers Who Believe Segment-Driven Marketing Is Important for Their Company, 2008 (% of respondents)
Very important now
More important in three years
Source: Compete, Inc. May 9, 20089
Additional highlights from the survey include:
But, says eMarketer in an overview of the study, "...this is precisely where behavioral targeting promises to help, since the "right segments" are created by the users and their actions, not imposed on them."
And according to Compete, online advertising, including behavioral targeting, is the type of advertising most US marketers use to reach specific customer segments, according to the Compete survey.
Types of Advertising that US Marketers Use to Market to Specific Customer Segments, 2008(% of respondents)
Search engine marketing
Source: Compete, Inc. May 9, 2008