The Importance of Segmentation in Social Marketing Strategy

Abstract

This chapter explores the value that segmentation can bring to social marketing projects and programs. The chapter also explores some of the practical and theoretical barriers that are associated with adopting a segmented strategy as part of social marketing program planning and delivery. The rationale for investing in a segmentation based strategy in social marketing is also explored. Questions about the need for and how to justify the investment needed for developing a segmentation informed approach to social marketing are discussed alongside some of the main barriers to segmentation and why it does not always feature as a component in all social marketing programs. As part of this assessment the chapter considers some of the weaknesses and dangers associated with segmentation, including its importance and contribution to the overall program strategy implementation and how it can add value to the evaluation strategy. The latter part of the chapter explores some of the future changes that will be associated with the application of segmentation within social marketing and a world of increasing connectivity, big data and technologies, and methodologies that enable increasing personalised and tailored goods, services and social programs. The chapter also includes a number of checklists and questions that can be used to guide the use and review of segmentation in social marketing.