How and Why Segmentation Improves ROI
The advantages to selecting and appealing to a priority target audience segment are similar to the advantages of knowing what kind of fish you want to catch when you head out on a fishing trip. (1) First, you’ll know what bait to use. Knowledge about the
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mentation in Social Marketing Process, Methods and Application
Segmentation in Social Marketing
Timo Dietrich Sharyn Rundle-Thiele Krzysztof Kubacki •
Editors
Segmentation in Social Marketing Process, Methods and Application
123
Editors Timo Dietrich Griffith University Brisbane Australia
Krzysztof Kubacki Griffith University Brisbane Australia
Sharyn Rundle-Thiele Griffith University Brisbane Australia
ISBN 978-981-10-1833-6 DOI 10.1007/978-981-10-1835-0
ISBN 978-981-10-1835-0
(eBook)
Library of Congress Control Number: 2016948622 © Springer Science+Business Media Singapore 2017 This work is subject to copyright. All rights are reserved by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. The publisher, the authors and the editors are safe to assume that the advice and information in this book are believed to be true and accurate at the date of publication. Neither the publisher nor the authors or the editors give a warranty, express or implied, with respect to the material contained herein or for any errors or omissions that may have been made. Printed on acid-free paper This Springer imprint is published by Springer Nature The registered company is Springer Nature Singapore Pte Ltd. The registered company address is: 152 Beach Road, #22-06/08 Gateway East, Singapore 189721, Singapore
Contents
Segmentation in Social Marketing: Why We Should Do It More Often that We Currently Do . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Krzysztof Kubacki, Timo Dietrich and Sharyn Rundle-Thiele Part I
1
Segmentation in Social Marketing
An Umbrella Review of the Use of Segmentation in Social Marketing Interventions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Krzysztof Kubacki, Sharyn Rundle-Thiele, Bo Pang, Julia Carins, Joy Parkinson, Haruka Fujihira and Rimante Ronto
9
The Importance of Segmentation in Social Marketing Strategy . . . . . . . Jeff French
25
Changing Times for Social Marketing Segmentation . . . . . . . . . . . . . . . . Sally Dibb
41
How and Why Segmentation Improves ROI . . . . . . . . . . . . . . . . . . . . . . . Nancy R. Lee
61
Part II
Segmentation Process, Methods, and Application
Segmentation in Social Marketing: Five Steps to Success . . . . . . . . . . . . Timo Dietrich
77
Methods in Segmentation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
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