Segment Driven Target Marketing Facilitated by Online AdvertisingA 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 | 39% |
More important in three years | 84% |
Source: Compete, Inc. May 9, 20089 |
Additional highlights from the survey include:
- 92% of respondents say they are using segments
to manage their online advertising and/or search marketing
- 76% of respondents say that their segment-driven strategy will be ahead of their competitors in three
years
- 77% of respondents are having trouble demonstrating real business results from segment-driven marketing
- 27% of respondents aren't seeing improved marketing
results from their segment-driven marketing efforts
- Among the respondents, the most consistent obstacle to successful segment-driven marketing has been identifying the right
segments
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) |
Online advertising | 75% |
Search engine marketing | 64 |
Direct
mail | 55 |
Offline advertising | 51 |
Sponsorships | 34 |
Other | 9 |
Source: Compete, Inc. May 9, 2008 |
To review the complete Blog
on segment marketing, please visit here, or the comprehensive eMarketer white paper, visit here.