For seven years now, we’ve been delivering social media intelligence to some of the world’s largest brands, and we’ve watched marketers struggle with the concept of segmentation in social media. Segmentation is one of the fundamental principals of good marketing–the idea of dividing customers with similar needs and attributes into groups for more targeted marketing. Demographics, psychographics and behavioral economics are all time-tested techniques for segmenting markets in meaningful ways, and marketers have done backflips trying to apply them to social media.
The Pitfalls and Fallacies of Through Partner Marketing
Because Contenders show up differently than Pretenders. Their profiles are different. Their digital body language is different. And when you put the right kinds of enablement programs in front of them, the way they perform is different.