Stop Segmenting By Vibes
Apply segmenting, targeting, and positioning to an ecommerce campaign brief.
A segment is not a demographic label. It is a different buying logic. STP has three moves. Segment the market into meaningful groups. Target the group you can win profitably. Position the product so that group understands why this offer is the right choice. Segmenting Look for different jobs, triggers, barriers, order values, replacement cycles, or trust needs. Busy parents is too broad until you know whether they are replacing, gifting, stocking up, or buying for a school requirement. Targeting Pick based on economics and fit. A segment can be reachable but unprofitable, attractive but impossible to serve, or small…
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