Public Relations & Social Marketing Insight

With knowledge being the currency of the future, and unbiased information more accessible than ever before, it’s not surprising to see that brands are embracing simplicity and transparency as pillars of their product, messaging, and marketing strategies. A notable shift from pre-digital strategies, where information was often obfuscated and protected, changing consumer sentiment is driving this change – and products are getting better.

Amazon Elements and Target Made to Matter are two great examples of this new approach. At their core, both focus on a fundamental understanding that consumers want to know what they are buying ... from the raw ingredients that go into the products and packaging to the overall environmental impact of the manufacturing and logistics processes. And because openness was embraced from the start, both deliver innovative ways for consumers to interact with that information – including full-featured online product specs as well as scannable product codes that deliver detailed package-level information. Beyond product content, both companies have also incorporated consumer feedback into the product development process, highlighting the importance of a more collaborative, inclusive brand experience....

The one critical step you must complete before planning your marketing strategy?

There are 3 phases to the Segmentation step:1 - Market Segmentation

Divide the broad target market into subsets of buyers who have common needs and priorities.

The Problem

Not all markets are created equal... Determining which customers to serve with which marketing channels can be difficult. Multiply your customers’ diverse needs by the many marketing channels available. Pursuing markets that are too wide often means that you’re aiming off-target. Gain a clear understanding of market segments. This will prevent limited sales and marketing resources from misallocation. Broad markets need to be divided into subsets of buyers who have common needs and priorities.

The Solution

To complete the Market Segmentation phase, you need to answer the following questions:

- How big is our market?

- What is its growth rate?

X- What are the needs of the market? How are these changingd?x

- What should be our go to market strategy for each product/service/solution?

- How do my competitors go to market?

- What are the strengths/weaknesses of our marketing team?

- What are our opportunities/threats in the market?

- For our solution set, what is lifecycle stage of adoption are our buyers?...

What are your digital marketing goals for the months ahead?

If you’re looking to increase your content’s social shares (as so many of us are), we’ve got some amazing new research to share on how to create an ideal outreach strategy for your industry.

BuzzStream and Fractl have collaborated to give you a jumpstart on optimizing your outreach for social traction. We analyzed 220 high- and low-engagement websites from 11 major verticals that produce content.

The result? A roadmap for planning for social success with your outreach strategy....