The peculiarity of demand formation is that, like any other process, it can be divided into several fundamental stages:
Step 1 – Dividing the target audience into segments
Data collection, analysis and subsequent segmentation of the target audience (TA) are the basis of any marketing activity. To form effective strategies and tactics for interacting with potential and real buyers, it is necessary to divide them into groups united by some common features. The most common criteria by which segmentation is carried out are:
age and gender;
territory of residence;
family composition, marital status;
work, interests, hobbies;
tastes, preferences, interests.
Dividing the target audience into segments
Many years of experience of marketers mint database all over the world confirms the fact that most unsuccessful advertising campaigns and marketing actions failed due to incorrect or insufficient segmentation of the target audience. Grouping of potential buyers and formation of a consumer portrait should be carried out at the earliest stages of product promotion to the market. At the same time, the data should be periodically analyzed and updated if necessary.
The methods most often used for segmentation are those described by Philip Kotler, the author of the world's most popular book on marketing. Consumer grouping can also be done based on Mark Sherrington's "5W" method or by classic individual characteristics: socio-demographic, territorial, behavioral and psychographic.
Global experience shows that in order to form real portraits of brand consumers during segmentation, it is advisable to abandon gender and demographic (division by sex and age) stereotypes.
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Alexander Kuleshov
Alexander Kuleshov
General Director of Sales Generator LLC
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