Task 1: Segmentation and target audience. #dsmmcm1617

Segmentation

Segmentation
  1. Benefit of services

Where the market will be divided based on the benefit of the services.

 

2.Behavioural targeting based on people searching for online technology courses.

Targeting consumers based on their internet activity.

 

3. Psychographic targeting based on people interested in technology. (Disregarded)

Divides the market into groups based on not-so-visible characteristics, such as personality traits, lifestyles.

Advantages

 

 

Disadvantages
  •  This technique would only be beneficial when targeting educational sectors as it will be a more generic product for individual consumers.

 

Issues/Risks

 

  • This would only target individual consumers via their online personality when the main audience is schools/colleges.
Justification
This technique will allow F.Disruptors to target their main target audience and tailor the product to suit its needs. 

 

Consumers’ search information will allow direct digital marketing that will be of interesting, making it an effective way of segment marketing.

 

The target customer is schools/colleges so individual habits and information will not be as beneficial as other techniques

Target audience

Schools/Colleges

Pros – This sector will appreciate a tailored platform that meets their specific needs, this will make it more appealing as they will have a slightly adapted platform to suite their individual needs.

Cons – Young adults are more digitally active than that of schools/colleges so they will be harder to reach through social media.

1st priority – This is the main target audience as they will market the product themselves when implementing it in schools.

Issues and risks- There’s a variation of segments within these environments.

 

Career starters

Pros – This type of consumer will be looking for jobs online which will allow search data to show exactly what sectors they are interested in. Additionally it may be searches relating to current educational level, this will allow for direct target marketing based on what they are searching and increase click through rates.

Cons 1/3 of the workforce will change their career paths every 12 months. 

2nd priority – F.Disruptors targets one career area; technology jobs making it lower priority.

Issues and risks- Loss of engagement in the products.

 

Aspiring academic

ProsThis type of consumer is the most driven who usually succeeds into the highest levels of jobs/education. They will be engaged and motivated which is crucial for the success of the platform and the end outcome of the product.

Cons – They usually already know what they plan to do in the future so even if heavily marketed it is something that would never interest them enough to engage with.

3rd priority – Very mind strong consumers, harder to reach.

Issues and risks of discarding – The loss of consumer engagement through focusing on other audiences.

See References:

Rebecca Downey 13139883

Sarah Harkin 14017063

Kate Routledge 13117428

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