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Pull someone randomly off the street and ask them what 'marketing segmentation' means. You'll be surprised to learn that most people have a fairly intelligent response. The concept of segmentation has been drilled into even the high-schoolers of this media-rich society. Nearly anyone can tell you that SpongeBob targets the 3-8 year old crowd, or that the new Town and Country is tailor-made for soccer moms.
What you don't hear, however, is a grasp of how to properly implement marketing segmentation for a given product, whether it's a new toy or a very old religion. Everyone can tell you how existing well-known products are supposed to work, but no one has a good idea of why the unknown products might have stayed that way.
In the internet marketing world, market segmentation is frequently referred to in terms of 'niches'. The idea is to find a population, whether it's literally the people in a specific geographical location or simply the populace of a given online forum or mailing list, that agrees about something that they all need, and then give it to them.
That is the essence of good market segmentation, and in turn, the foundation of a decent marketing strategy. If you have a brick-and-mortar business, it seems like finding the equivalent of a forum or mailing list might be more challenging, but the truth couldn't be farther from the truth: given the right incentive, they will find you. Word-of-mouth is much more effective outside of the digital arena.
Of course, you do need actual advertising from an agency which understands the niche concept, which can be challenging, especially for a mid-sized business on a budget. A solid company that does both internet and traditional marketing, both well, is hard enough to find. The ones that do exist can startle the budget-conscious operators of any business.
Fortunately, there's an option for the un-rich who need to get the word out in every available arena. It's called Get Customers Guaranteed, and they have the single most innovative and promising plan for small-to-midsize businesses available today. If you're interested in getting traffic -- by click and on foot -- and but you don't want to pay for anything except results -- check them out. You literally can't go wrong.
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