STP marketing is relevant to digital marketing too at a more tactical communications level. Moreover, segmentation, targeting, and positioning is an audience-focused rather than product-focused approach to marketing communications which helps deliver more relevant messages to commercially appealing audiences.Īpplying Segmentation, Targeting and Positioning to digital communications In the 1950s, for example, the main marketing strategy was 'product differentiation'. The popularity of this market-focused model is a departure from previous marketing approaches that were based more around products rather than customers. In our poll asking about the most popular marketing model STP marketing won second place, only beaten by the venerable SWOT / TOWs matrix. When creating your targeting and positioning strategy, you must evaluate the potential and commercial attractiveness of each segment, and then develop detailed product positioning for each selected segment, including a tailored marketing mix based on your knowledge of that segment. Within your research-based market segmentation phase, you are aiming to identify a basis for the segmentation of your target customers, and determine important characteristics to differentiate each market segment. The three-step funnel consists of market segmentation, market targeting, and product positioning. The STP model is useful when creating marketing communications plans since it helps marketers to prioritize propositions and then develop and deliver personalized and relevant messages to engage with different audiences. ![]() ![]() Our free guide details 15 classic planning tools to help you use data and analysis to develop your marketing strategy.Īccess the Essential marketing models for business growth
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