Influencers

What we know about segmentation

Article • WARC Best Practice, April 2020

Current reading and thinking on the topic of segmentation; a crucial element of marketing, segmentation identifies relevant consumer subgroups, focusing and directing communication strategy.
How to use segmentation effectively

Article • Merry Baskin & Laurie Young, WARC Best Practice, July 2016

This paper provides an overview of segmentation and the way in which it is used to identify groups of potential customers who are clustered around common, identifiable traits, and to understand how they may best be reached and how they will respond to different messages and appeals.
How to use technology effectively in your in-store marketing strategy

Article • Phil Gault, WARC Best Practice, February 2018

Outlines the types of technologies available to shopper marketers and establishes a strategic framework by which third-party brands can enhance the effectiveness of their in-store marketing.
Getting close to youth: Understanding millennials' themes of life to create Gen-Y-proof brands

Research Paper • Joeri Van den Bergh, Patrick Alders, Anneleen Boullart and Martijn Van Bijnen, ESOMAR, Qualitative, November 2014

This paper sets out research undertaken by Viacom International Media Networks (VIMN) in Northern Europe to better understand the lives and needs of millennials, how these build into trends and how VIMN can best serve this group.
Content and customer personas drive luxury travel

Article • Low Lai Chow , Event Reports, Digital PR Strategies Conference, July 2018

Content marketing is essential to driving sales in the luxury travel category, with customer personas split into four distinct demographics.
The Segmentation Revival: Developing a global and universally applicable segmentation method

Research Paper • Alexander Wheatley, Jonathan Puleston and Jason Brownlee, ESOMAR, Asia Pacific, May 2017

This paper looks at offering a universally applicable segmentation method by encouraging brands to follow a series of best practice steps.