Market Segmentation for the Digital Age
The explosion of digital technologies has ramifications which extend deep into the practice of marketing, right down to the most basic of marketing decisions: Which group of customers to target with our marketing efforts? Marketers need to make changes to the specific information they capture about customers and prospects and how they ultimately value them. In this webcast, Eric Paquette will outline three critical issues marketers need to consider to ensure their market segmentation helps them develop effective and efficient campaigns in the digital age: 1. Where do target customers go digitally? 2. How do target customers want to interact with a brand digitally? 3. How to identify and value brand advocates? A senior vice president at Copernicus who’s leading the firm’s charge into the digital world, Eric will cover the implications of these issues to research efforts and demonstrate how to improve the relevancy and usability of results to traditional media planners, digital media planners, and website managers.
- Presenting
- Eric Paquette, SVP, Copernicus Marketing Consulting & Research
- Channel
- Copernicus
- Date
- Mar 18 2010
- Duration
- 1830
- Tags
- market, segmentation, digital, marketing
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