Consumer Segmentation within the current marketing landscape is ultimately flawed. When refining your consumer target, utilizing the old model of demographics and psychographics we often end up with a large consumer base. This is great for sales and identifying opportunities, but when you are trying to create a marketing message that will appeal to over a million consumers we as marketers typically end up with something generic.
To exacerbate this problem we are also competing with numerous marketers who are targeting the same consumer group, which results in too much noise for the consumer. In fact, within a market where consumers are bombarded with over 362 marketing ads per day with only 12 receiving any form of engagement with the consumer and less than 1 per day converting to sales, generic messaging means failure.
This means the contemporary marketing environment requires marketers to go further in three ways:
Firstly, marketers need to identify their consumer target market, which can be done utilising the traditional consumer target market process wherein we identify the demographics and psychographics of our target user.
Secondly, we use research to identify the communities within this consumer target market. Simultaneously, we research even further to identify the influence communities within these communities.
Thirdly, we identify the individual influencers within these communities who influence behaviour towards the communication strategy, which talks to all levels of the modern consumer market.
These influence communities are a subsect of the broader community, but due to their representative size and influence within communities they drive behaviour within the broader community.