Targeted Marketing

We learned this week that audience segmentation is an important aspect of social marketing. In the Slater (1996) reading, the evolution of segmentation is outlined, pointing out the important psychological theories that helped shape the concept of segmenting audiences in order to appeal to their specific needs, wants, and attitudes. The Maibach et al. (1996) article took this concept a step further by arguing that segmentation must go beyond basic demographic variables and instead focus on lifestyle segmentation. This article effectively argued that superficial divisions of populations based on basic demographics, such as race or gender, is inadequate; lifestyle variables such as peer-group norms and behavioral intentions must be considered in the whole mix. Essentially, these readings provide insight about the need for a deeper understanding of the target population by appreciating intra-group differences and not assuming that every Hispanic individual, for example, thinks, believes, and acts in the same way. I also learned that audience segmentation goes hand-in-hand with formative research, for the best way to meet the needs and preferences of the target population is to first go to them and find out what is important to them.

After reading what Lynn wrote in her post about the confusion she has about the difference between audience segmentation and stereotyping, I am reminded of the website Dr. LaHousse presented to us in class. We observed how the PRIZM lifestyle cluster system organizes consumers according to socio-demographic and consumer behavior variables, such as urban living or childrearing. While the names for each of these clusters appear humorous and, at times, borderline offensive (i.e. "Shot guns and pick-ups"), the fact of the matter is that each of these clusters is based on concrete and measurable behavior. And as we all know, the bottom line of social marketing is based entirely on one thing: action. Our overall objective is to influence consumer behavior, and audience segmentation is the proverbial key to our success.

I don't think that audience segmentation is synonymous with stereotyping because, unlike stereotypes, segmentation is derived from formative research and based on observable and measurable variables that have been shown to be significant. For example, based on the various behavioral and psychosocial scales developed by Maibach et al. (1996), the researchers were able to identify clusters of individuals based on common behaviors and demographics, rather than demographics alone. This study produced important insights about the broad differences among various clusters in regards to health lifestyle behaviors that can be used in future intervention and prevention programs.

Overall, I think that audience segmentation is a useful and necessary tool for social marketers, and the important aspect of this concept is that segmentation starts with the intended audience through formative research. Also, as we learned in the lecture, segmentation helps us to allocate our resources more efficiently by using the information we've gathered about our target population to implement appropriate strategies. Finally, the concept of audience segmentation, as derived from the social and psychological sciences, helps us to better appreciate the unique and important distinctions within groups.