By Simon Kingsnorth
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Additional resources for Digital Marketing Strategy: An Integrated Approach to Online Marketing
Segmentation Later in the book (Chapter 11) we will look at personalization, which is the ultimate goal of tailored communications and is far more possible than it was just 10 years ago. It is, however, still vitally important to understand segmentation as well. Consumers will always have similarities in their behaviours, demographics, buying patterns and other factors that enable you to group them into segments. This enables smarter, more appropriate targeting and messaging within your marketing communications.
Your company is likely to have a vision in place and if not you should consider whether it is appropriate for you to review this with your leadership team. This summary of what you stand for can be powerful when talking to investors, shareholders and customers alike. Whatever your company vision, it is important that every strategy within your organization fits within this vision, otherwise you run the risk of delivering something that does not align with the direction of your business. ’ (Toys’R’Us) Aligning with Your Business Strategy You can ensure that your strategy aligns with your vision by adjusting some of your goals, channels and messaging.
2 Automotive perceptual map Sporty Ferrari Porsche BMW Audi Toyota Expensive Cheap Jaguar Mercedes Honda Lexus Chrysler Skoda Ford Land Rover Volkswagen Practical Note: The above figure is an example only and not the output of a research paper. It should not be used for decision making within the automotive industry. 19 20 Digital Marketing Strategy As well as reviewing where your business or brand is positioned today, perceptual maps can also help you to identify opportunities for launching new brands.