Social Network Marketing and the STP process

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Recommended: compares and contrast elements of marketing mix

When using the marketing mix, it is important to keep in mind the three generic stages of marketing-segmentation, targeting and positioning. Segmentation is the detailed breakdown of your customers into as much detail as practical, targeting then ensures all elements of the mix are tailored to your identified consumer group. Positioning is the process of ensuring potential and current customers perceive your company in the intended way. (Marketing-made-simple.com)
Fripp Geoff (2012) states that there are five commonly used bases for segmenting consumer markets namely; geographic, demographic, psychographic, benefit and usage segmentation bases.
Psychographic segmentation is about classifying people by their attitude and behaviour. It helps you in digital advertising, such as PPC and Facebook advertising, where you can select psychographic segments more likely to click or buy your product. (Hausman Angela 2014)
Using monitoring tools it’s possible to gain deep insight into users’ sentiments about a product or service, whether positive, negative or neutral. You can also track consumers’ interests, opinions and interests. (Fennemore Paul 2012) For example, users join interest groups based on politics, art, food, travel, culture and music, and they often link their Facebook account to other websites. (Singaraju Stephen 2013)
Geographic segmentation is commonly used for social networking marketing because social networks such as Gowalla, Facebook Places and foursquare allow businesses to segment customers according to their locations when the users check in to a location. This is widely used by companies that are geared towards walk in business, especially in the hospitality industry. (Dirk 2010)
Demographics for social network marketi...

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...essed on May 10, 2014), [Available at https://smallbusiness.yahoo.com/advisor/divide-conquer-social-segmentation-strategies-better-marketing-190053946.html]
Gelles Sean (2013), “Social Media is Mass Media”, (Accessed on May 02, 2014), [Available at http://www.econtentmag.com/Articles/Column/Social-Pulse/-Social-Media-is-Mass-Media-88315.htm]
Speaker.sn, “marketing guide-tips social network marketing”, (Accessed on May 10, 2014), [Available at http://www.speakers.sk/en/news/marketing-guide-tips/social-network-marketing]
Jalili Raha (2013), “5 Wonderful Benefits of Marketing through Social Media”, (Accessed on May 06, 2014), [Available at http://www.heraldboy.com/5-wonderful-benefits-of-marketing-through-social-media/1634/]
Nordqvist Joseph (2014), “What is brand loyalty?” (Accessed on May 05, 2014), [Available on http://www.marketbusinessnews.com/brand-loyalty/9577]

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