Deirdre Breakenridge pinpoints different target markets and further audience segmentation within those markets.
- Step back a moment and think about your market.…Would one message suit the same buyer?…It's highly unlikely that one message would resonate…when considering all of the buyers…and their characteristics, needs and values.…Now, it's time to dig deeper…into your go-to-market audience segmentation.…Audience segmentation is the process…of dividing your audience…to reflect specific characteristics…that may influence their purchasing decisions.…When you take the time to segment your audience,…it helps you to develop the strategies…that will target your customers based on their needs,…values and behavioral characteristics.…
When breaking customers into segments,…you want to consider segmentation criteria.…For example, your criteria may be based on…demographic factors such as age, income, education,…religion, marital status, occupation to name a few,…location specific factors…which could be their geographic region…or if they live in an urban, suburban or rural area,…behavioral characteristics including how relevant,…consistent and frequent their behavior is…
LinkedIn Learning (Lynda.com) is a PMI Registered Education Provider. This course qualifies for professional development units (PDUs). To view the activity and PDU details for this course, click here.
The PMI Registered Education Provider logo is a registered mark of the Project Management Institute, Inc.
- Determine when it is necessary to build a go-to market plan.
- Define audience segmentation.
- Recall the purpose of a product vision.
- Recognize the benefits of a channel strategy.
- Explain how to use digital and social media to share your story and drive customers to engage with your launch promotions.
- Determine the KPI for four types of goals.
- Summarize the importance of flexibility when building a measurement model.