Tag: digital-marketing

Exploring Market Segmentation

January 15th, 2025
Dreamstime. (2025). Market Segmentation. In Dreamstime.com

What exactly is market segmentation? According to Babin and Harris (2021), it is the process of dividing a market into distinct groups of consumers who have unique demand patterns. But before a company can successfully segment its market, it first needs to understand the products or services it offers and the value it brings to consumers. Without a clear value proposition, companies can’t effectively connect with their target audience (Babin & Harris, 2021).

Now that we have a clearer understanding of market segmentation, let’s examine how it works in the real world.

Not long ago, I decided to try a ready-to-eat meal service from Factor. When I came across an ad for Factor on social media and clicked through to their website, I immediately recognized the value they were offering. Their meal plans, approved by dieticians, and the convenience of ready-to-heat meals really appealed to me.

And just like that, I saw market segmentation in action! Factor crafted a service and marketing strategy specifically aimed at people like me who seek healthy, low-effort meal options. This made me think about how well Factor understands its market segments and tailors its approach to meet the needs of various consumer groups. Here is what I found!

Market Segments Identified

Kessel, S. (2024a). Factor Meals. In summerthedietitian.substack.com.

Factor (2025) targets several key market segments.
- Health-Conscious Consumers: Factor caters to individuals focused on health, offering meal plans.
- Busy Professionals: Factor appeals to professionals who lack the time to cook and offers catering services for business meetings by delivering healthy, ready-to-eat meals.
- Fitness Enthusiasts: Its meals are easy to find nutritional information on, making it ideal for those who journal their food to meet fitness goals.
- Individuals with Dietary Restrictions: Factor provides options for people with dietary restrictions, including gluten-free, dairy-free, and vegan meals.
Now that we have identified these market segments, let us examine some strategies used to reach them.

Segmentation Strategies

According to Ladd (2020), market segmentation strategies involve dividing a broad market into smaller, more manageable groups of customers with similar traits. These traits can include geographic, demographic, and psychographic factors, behaviors, usage rates, and benefits sought. Segmenting the market enables companies to tailor their marketing efforts to address the specific needs of each group.

Looking at the breakdown:
1. Demographic Segmentation: Factor can segment its audience based on age, income, and family size. For example, young professionals might prioritize convenience, while families might seek a wider variety of meal options to cater to different tastes.
2. Behavioral Segmentation: Factor can also segment customers based on their purchasing behavior, such as frequency of orders and meal preferences. Regular customers may be offered loyalty rewards, while new customers might receive personalized promotions.
3. Psychographic Segmentation: This is where value comes into play. Factor focuses on customers who value health and wellness. The company emphasizes the nutritional benefits of each meal, positioning itself as a solution for people seeking a balanced lifestyle without the hassle of meal preparation (Factor, 2025).
4. Geographic Segmentation: Factor can use this segment to narrow down and focus its efforts on more health-conscious regions, such as urban vs. suburban vs. rural.
Considering these segmentation strategies, companies should remember several essential principles when implementing segmentation efforts to ensure success.

Key Points to Remember When Implementing Segmentation Strategies
- Focus on High-Value Customers: Applying the 80/20 rule reveals that 20% of consumers often generate the majority of revenue. Targeting this consumer segment can lead to better results (Ladd, 2020).
- Use Data for Personalization: Collecting and using customer data to personalize experiences ensures that businesses meet customers’ unique needs (Ladd, 2020).
- Maintain Consistent Quality: Offering high-quality products or services helps build trust and customer loyalty (Babin & Harris, 2021).
- Be Flexible and Adapt: To stay relevant, regularly review and adjust strategies based on data and customer feedback (Babin & Harris, 2021).
As the market for eco-conscious products continues to grow, it presents a new opportunity for companies like Factor to expand their reach. One such emerging segment is the sustainable shopper.

A New Market Segment: The Sustainable Shopper

In my recent online shopping experiences, I have noticed an increasing demand for environmentally conscious and sustainable brands. Consumers are becoming more focused on eco-friendly and ethical products, a trend that shows no signs of slowing down. Many customers now seek companies that align with their values, particularly concerning sustainability and reducing food waste (Gharib, 2024).

Creating a Segmentation Strategy for the Sustainable Shopper

Pinterest. (2024). Sustainable Shopper. In Pinterest.com

Factor is already making strides with implementing recyclable materials into their shipping. However, to tap further into this growing market segment, Factor could develop a strategy with the following steps:
- Promote Eco-Friendly Sourcing: Consumers who prioritize sustainability would be attracted to Factor’s sourcing practices. The company could highlight using locally sourced, organic, and ethically grown ingredients in its marketing materials.
- Form Partnerships with Sustainable Brands: Collaborating with eco-friendly brands or organizations would help Factor build credibility within the sustainable shopper segment.
As sustainability becomes a higher priority for consumers, Factor can build on its existing segmentation strategies by embracing eco-friendly practices. This shift could not only align the brand with consumer values but also position Factor as a leader in the emerging market for sustainable meal services.

Conclusion

Factor was my example of how a company can implement effective market segmentation strategies to meet diverse customer needs. By focusing on demographic, behavioral, psychographic, and geographic segments, Factor can ensure that its meal plans resonate with the right audiences, myself included. Looking ahead, Factor has the opportunity to expand the growing eco-conscious consumer segment. By adopting sustainable practices such as eco-friendly packaging and sourcing, Factor can attract environmentally minded shoppers and further enhance its brand.

References

Babin, B. J., & Harris, E. (2021). CB (9th ed.). Cengage Learning US. https://mbsdirect.vitalsource.com/books/9798214339405

Dreamstime. (2025). Market Segmentation [Image]. In Dreamstime.com

Factor. (2025, January 5). Factor. https://www.factor75.com/

Gharib, P. (2024, February 4). Meal kit market: Size, delivery services, and opportunities. ProfileTree Web Design and Digital Marketing. https://profiletree.com/meal-kit-market-size-delivery/

Kessel, S. (2024a). Factor Meals [Image]. In summerthedietitian.substack.com.

Ladd, D. (2020, August 20). Marketing: Customer segmentation. Maximize your marketing efforts through segmentation. LinkedIn Learning. https://www.linkedin.com/learning/marketing-customer-segmentation/maximize-your-marketing-efforts-through-segmentation?u=2106393

Pinterest. (2024). Sustainable Shopper [Image]. In Pinterest.com
Navigating Ethical Waters in Integrated Marketing Communications

June 20th, 2024

Embarking on a marketing career is a thrilling adventure, brimming with creativity, strategic planning, and the molding of consumer behavior. However, it’s crucial to underscore the significance of adhering to ethical guidelines, particularly in the realm of integrated marketing communications (IMC). As a newcomer, your commitment to the ethical standards set by the American Marketing Association (AMA) will safeguard your reputation and lay the groundwork for establishing trust with your audience.

In the realm of integrated marketing campaigns, the role of transparency is not just important, it’s crucial. It’s paramount to ensure that all marketing messages are not only truthful but also steer clear of any misleading information about products or services. For instance, when promoting a medication, it’s essential to be forthright about both its benefits and potential side effects. The importance of transparency is equally emphasized in partnerships and sponsorships, particularly in influencer marketing. The disclosure of financial arrangements is crucial in maintaining credibility with your audience.

Respecting consumer privacy is a cornerstone of ethical marketing. It’s imperative to handle customer data with the utmost care, only collecting necessary information and always obtaining explicit consent. Adhering to data protection regulations is a legal requirement and a means to foster consumer trust. Equally important is respecting your audience’s privacy preferences by refraining from intrusive marketing tactics like excessive retargeting or unsolicited emails. By respecting these boundaries, you demonstrate your commitment to ethical practices and enhance customer loyalty.

Social responsibility is integral to ethical marketing. Cultural sensitivity is crucial — be mindful of cultural differences and avoid stereotypes or offensive messaging in global campaigns. Considering local customs and values can prevent misunderstandings and build positive brand perception worldwide. Furthermore, integrate environmental considerations into your marketing strategies by promoting sustainability. Whether through eco-friendly materials or supporting environmental causes, aligning with social and environmental values resonates positively with conscientious consumers.

Emphasizing fairness and equality boosts your brand’s ethical reputation. When carrying out marketing activities, be inclusive by featuring a wide range of individuals and steering clear of damaging stereotypes. In competitive settings, practice fairness by emphasizing your strengths without unfairly criticizing your competitors. Healthy competition nurtures a positive industry atmosphere and demonstrates your dedication to ethical behavior.

Failure to uphold these ethical standards can lead to significant repercussions. It erodes consumer trust, as in cases where companies misled consumers or mishandled sensitive data, resulting in financial penalties and damaged reputations. Ethical lapses also invite legal consequences, such as fines for data privacy violations or negative publicity stemming from campaigns that offend or mislead audiences. Internally, unethical practices can create a toxic work environment, leading to high turnover and diminished productivity. The potential harm from unethical marketing practices is clear, underscoring the importance of adhering to ethical guidelines.

In conclusion, it is essential to prioritize integrity in all your marketing efforts. Upholding ethical standards not only safeguards your reputation but also helps build long-lasting relationships with your audience based on trust and respect. By embracing transparency, respecting privacy, promoting social responsibility, and ensuring fairness, you will establish a solid foundation for ethical marketing practices. Ultimately, this will lead to long-term success in the dynamic field of integrated marketing communications.

References

American Marketing Association. (2021). AMA statement of ethics. American Marketing Association. https://www.ama.org/ama-statement-of-ethics/

Cohen, G. (2024, January 2). Morals Meet Market: Ethical Decision-Making in Marketing. Marketing Career Insights. https://marketingcareerinsights.com/ethical-marketing-decisions/#:~:text=When%20a%20company%20engages%20in%20false%20advertising%2C%20it

Martinez, V. (2024, May 23). Ethical marketing: Building trust and consumer engagement in the digital age. FutureB2B. https://www.futureb2b.com/resources/ethical-marketing-building-trust-and-consumer-engagement-in-the-digital-age/#:~:text=Unethical%20marketing%20practices%20not%20only%20tarnish%20a%20brand%E2%80%99s
The Rise of Influencer Marketing: A New Era in Advertising

June 10th, 2024

Image by: Canva

Have you ever found yourself scrolling through a social media app and being captivated by a familiar or new creator raving about a product or service that entices you to learn more about it? That is the power of influencer marketing! Influencer marketing is not just a trend; it is a game-changer in the digital world, revolutionizing how brands and consumers interact. This innovative approach harnesses the authenticity and popularity of social media personalities to endorse products and services to a vast audience, directly influencing consumer behavior.

As a millennial I grew up in the realm of Myspace where I followed my first beauty influencer Jeffree Star. Then, YouTube came around and other Influencers such as Niki Tutorials, Manny MUA, and Laura Lee emerged. Today, one of the newer influencers that I follow is Mikayla Nogueira who began her journey in the beauty industry on TikTok. These influencers have not only amassed huge followings but also harnessed their influence to collaborate with brands and share beauty products they genuinely believe in with their loyal fans. This empowerment of influencers in the marketing process is a testament to the transformative power of influencer marketing.

However, influencers are not just content creators; they are trusted intermediaries, bridging the gap between companies and consumers. They employ various strategies, such as sponsored content, product placements, and endorsements, seamlessly integrating promotional material into their engaging and relatable content. What is truly remarkable about influencer marketing is its power to connect brands with their target audiences in a more personal and authentic way. By partnering with influencers whose values and interests align with their own, companies can effectively reach and engage with potential customers, driving sales and fostering brand loyalty. This personal connection is what makes influencer marketing so powerful and effective.

Of course, with major influence comes great responsibility. Transparency is not just a buzzword in influencer marketing, it is a fundamental principle. Influencers must be upfront about their brand partnerships, ensuring their audience is fully aware of any sponsored content. This commitment to transparency is crucial to maintaining trust and credibility, and it is a key aspect of influencer marketing that sets it apart from other advertising strategies.

Despite these challenges, influencer marketing continues to gain momentum as a viable advertising strategy. At its core, it is all about fun, authenticity, and connection. It is like having a conversation with a friend who is recommending their favorite new skincare routine or must-have make-up pallet. If your favorite influencer approves, then you know that it is a great product as you trust their judgement. With the rise of social media platforms like Instagram, YouTube, and TikTok, influencers have unparalleled access to millions of users worldwide, making them valuable assets for brands seeking to expand their reach and influence.

So, whether you are a brand looking to reach new audiences or a consumer looking for honest recommendations, influencer marketing has something for everyone. It is a win-win for brands, influencers, and consumers, creating a more engaging and personal way to discover and share awesome products in the digital age. So, the next time you see your favorite influencer sharing their latest obsession, give it a try! Who knows, it might just become your new favorite thing, too!

References

Mathew, J. (2018, July 30). Understanding Influencer Marketing and Why It Is So Effective. Forbes. https://www.forbes.com/sites/theyec/2018/07/30/understanding-influencer-marketing-and-why-it-is-so-effective/ 

Whitaker, B. (2016, October 23). The Influencers. http://Www.cbsnews.com. https://www.cbsnews.com/news/60-minutes-kim-kardashian-logan-paul-social-media-influencers/
Empathy in Action: How Tampa International Airport’s Lost Tiger Story Captivated the World

May 28th, 2024

In a world of airport hustle, Tampa International Airport stands out with a heartwarming tale of a lost stuffed tiger and an airport manager’s extraordinary efforts to make a difference. A story that went viral, touching millions worldwide and highlighting the power of empathy and compassion.

Let’s dive into how this moment captured consumers and brought the brand’s extraordinary customer service to the forefront.

Image by: Hillsborough County Aviation Authority. Published in The Shorty Awards

The story

It all began when a little boy accidentally left behind his toy tiger in Tampa International Airport’s play area. It was later found and brought to the operations manager who had a special idea to take the tiger on a journey around the airport. The manager photographed it in various places, such as on a luggage cart, with airport crew and landmarks. With this, a storyline was created to go with the photos, which eventually turned into a book and was given back to the family. The story shortly after went viral, not only highlighting the airport’s commitment to its customer service but also touching the hearts of millions worldwide with its empathy and compassion.

How was this gesture a success for Tampa International Airport and its brand?

Tampa International Airport took advantage of this opportunity to showcase the extraordinary efforts of its employees in providing exceptional customer service meeting the wants and needs of their audience. The airport went above and beyond by demonstrating genuine and heartwarming customer care, which deeply resonated with people who value authentic connections and acts of kindness. By sharing this incident, the airport reaffirmed its dedication to exceptional customer service, striking a chord with local travelers and a wider audience interested in heartwarming stories.

By maintaining a personal narrative and allowing staff and the boy’s family to share their experiences, they successfully built an emotional bond with their audience, leading to positive attitudes toward the airport brand. They used social media platforms such as Facebook and X (formerly known as Twitter) not just as a tool for sharing the story but as a way to include their audience in the narrative. They provided real-time updates and responded to audience feedback, making them feel part of the heartwarming journey, adding to the social and consumer experience.

The airport effectively managed followers on digital platforms by engaging in discussions and fostering conversations about the story. They responded to comments, shared updates, and showed appreciation for the support and feedback from their followers. By keeping the communication open and genuine, they nurtured a positive connection with their audience and leveraged the excitement generated by the viral story.

The airport successfully shared the story and engaged with its audience. However, there are always opportunities for improvement. One area for enhancement could involve implementing a comprehensive social media listening and monitoring strategy. Proactively tracking mentions, reactions, and trends related to the story could have helped the airport better manage the influx of engagement and identify opportunities for further response. Additionally, streamlining the process for sharing updates and coordinating responses across social media platforms could have improved efficiency in managing digital media followers and maximizing the story’s impact.

Today’s Outlook

Tampa International Airport is well-known for its exceptional customer service and commitment to engaging with travelers. Their ethical use of social media plays a key role in building trust, authentic relationships, and positive brand perception. The airport’s dedication to providing outstanding customer service is evident in initiatives like the Lost Tiger story, where they went above and beyond for travelers. By prioritizing customer needs and experiences, the airport creates positive and memorable experiences, fostering loyalty and satisfaction among travelers. A few examples can be witnessed with their Facebook account, where they hold different events, one being for local artists and another with dancers in honor of May’s Asian American and Pacific Islander month. They have also introduced a mobile application to meet consumer needs, offering convenience and efficiency during travel. The app includes features such as real-time flight information, terminal maps, parking availability, dining options, and airport amenities. By providing these functionalities, the app streamlines the travel process, enhances the overall airport experience, and meets the evolving needs of modern travelers who rely on mobile technology for convenience and accessibility.

Have you had any heartwarming experiences while traveling? Feel free to share your stories and let us know how the airport or any other travel service has made a positive impact on your journey. Your feedback and experiences are valuable and can inspire others as well!

Reference

Hillsborough County Aviation Authority. (n.d.). Tale of tiger’s big adventure highlights airport’s commitment to customer service – The Shorty Awards. Shortyawards.com. Retrieved May 28, 2024, from https://shortyawards.com/8th/boy-leaves-stuffed-tiger-at-tpa-returns-to-a-tale-of-tigers-big-adventure-see-more-at-httpww
Unveiling the Secrets to SMART Goals and Effective Marketing Tactics

May 20th, 2024
Have you ever wondered what sets successful businesses apart from the rest? Today, I want to introduce you to a powerful tool that can make a significant difference in your marketing strategies-SMART goals. Let’s explore the key difference between goals, strategies, and tactics and how SMART goals play a crucial role in achieving success. Uncover the secrets to effective planning and execution that marketing campaigns use that can propel your business to new heights!

Image by Canva

Goals, Strategies, and Tactics

Marketing campaigns use goals, strategies, and tactics to help drive a business toward success. But what are these?

In simple terms, goals are the broad objectives you aim to achieve, while strategies are the methods or approaches you use to accomplish those goals. In contrast, tactics refer to the specific actions or maneuvers you take to implement the strategy and ultimately achieve the goal (Grinnell, 2020). However, not every goal is the right objective for a business to focus on when it comes to marketing campaigns. So, how do we decide which goals are best? The answer is by making them SMART!

Image by Canva

SMART Goals

The SMART goals framework, an acronym for Specific, Measurable, Achievable, Relevant, and Time-based is a structured approach for planning and executing successful marketing campaigns.

Let’s break it down!

Setting SMART goals offers a clear and specific direction for the campaign, ensuring that goals are measurable (think metrics), achievable (realistic), and relevant (aligns with your campaign). To further clarify, these other steps once you find your specific goals help in tracking progress and evaluating the campaign’s success while also encouraging actionable steps to meet the campaign’s objectives in a timely manner (Herrity, 2023).

So, how do we get started?

The first and most important step in setting SMART goals is your role in being specific. Your specificity allows for better planning and implementation for the rest of the SMART framework. Herrity (2023) references a few questions to consider helping you make your objectives more specific when setting your primary goal.
- What is my objective?
- Will reaching this goal make a significant difference?
- What steps will I have to take?
Image by Google

Marketing Tactics and Strategies

Now that we understand the differences between goals, strategies, and tactics and the beginning stage for developing a SMART goal, let us dig a little deeper into Tactics and Strategies. Marketing tactics should match overall strategies. To recall, marketing tactics refer to specific concepts and methods a company uses as part of a broader marketing strategy. They are customized to the objectives of a marketing campaign.

These objectives may include:
- increasing brand awareness
- gaining new customers
- enhancing lead generation
- improving sales conversion rates
- launching an e-commerce platform.
But what is the most effective way to achieve your marketing objectives through tactics and strategies?

Image by Canva

Aligning Tactics to Strategies

Effective marketing tactics are closely aligned with specific objectives. let us look at this with an example. Say your company aims to gain brand awareness among a younger generation.

Goal: To increase 20% brand awareness by capturing younger generations before the end of the 2024 fiscal year.

Strategy: Create consistent and interesting content that appeals to younger audiences.

Tactics: Work with popular influencers favored by young people or to allocate their online marketing budget towards advertising on platforms like Instagram and Snapchat, which young people often use.

Aligning your tactics with your strategy helps maintain relevance to your company’s primary goal of achieving brand awareness among a specific generation (Master Class, 2022).

Image by Canva

Key Performance Indicators (KPIs)

Key Performance Indicators, known as KPIs provide quantifiable measures to assess the effectiveness of efforts and track the impact of marketing tactics aligned to marketing strategies. Using the example, If the goal is to increase brand awareness to younger generations, the KPIs that could be used to measure the progress and success of this goal may include metrics such as: brand mentions in social media, website traffic, social media engagement (likes, shares, comments), search engine ranking and visibility, and the reach of advertising campaigns targeting the desired audience (Klipfolio, 2019).

Conclusion

Understanding the difference between goals, strategies, and tactics and implementing SMART goals can significantly impact your business’s success. By aligning marketing tactics with specific objectives and tracking key performance indicators, you can ensure that your marketing efforts are effective and contribute to achieving your overall business goals. Are you ready to take your business to new heights by setting SMART goals and refining your marketing tactics?

References

Grinnell, C. (2020, August 31). Council Post: From Strategy To Action: Five Tips For Smarter Marketing. Forbes. https://www.forbes.com/sites/forbesagencycouncil/2020/08/31/from-strategy-to-action-five-tips-for-smarter-marketing/?sh=44a1e92268c8

Herrity, J. (2023, July 10). How to Write SMART Goals (With Examples). Indeed. https://www.indeed.com/career-advice/career-development/how-to-write-smart-goals

Klipfolio. (2019). Marketing Metrics. Klipfolio.com. https://www.klipfolio.com/resources/kpi-examples/marketing

MasterClass. (2022, April 27). 12 Marketing Tactics: How to Use Effective Marketing Tactics. http://Www.Masterclass.com. https://www.masterclass.com/articles/marketing-tactics